3 Key Strategies to Close the 198-Day Gap
by Chris Yeloushan. Original article appears on rv-pro.com
This is the magic number that RV sales teams need to keep in mind as they plan an RV customer’s buying experience. According to the 2019 Lapsed Buyer Study, it took an average of 198 days to close an RV prospect from the time the lead was received to a signature. This is a massive amount of time to wait for a customer decision.
So here are three key strategies you can implement close that 198-day gap:
Lead Responses and Automated Communication
First, you need to have a clear and detailed communication strategy to simplify the customer journey – both online and in-store through one-to-one consumer outreach.
Ninety-four percent of consumers are going to research and inquire online first. Making a good first impression from a digital communication standpoint is imperative to establishing a relationship with your prospective customer and inviting them into your dealership to purchase.
When new leads are received, make sure your sales team is alerted immediately and has an automated series of communication touchpoints including emails, phone calls, and text messages (preferably over a 198-day cycle) to warm prospects up and to prevent them from researching a competitive dealer’s inventory. Only 57.5 percent of dealers and OEMs follow up with prospects after initial contact with potential buyers.
According to the Lapsed Buyer Study, the number one reason consumers decide to either no longer purchase a recreation product, or choose a different brand, is due to price. RV customers were mostly satisfied with the overall dealer experience, but pricing transparency was one area that needed improvement.
Price is a challenging topic because it can change frequently, and it is hard to assess how much an RV will actually cost, especially with product customization playing a role. Many factors can influence price, but in order to be competitive, it is imperative for dealers to communicate price early in the relationship. Consumers need to walk into a dealership with reasonable and accurate expectations.
Any customer purchasing a high cost, high-consideration product wants to know that they are getting a fair deal and they didn’t pay more than their neighbor for a similar product.
The hundreds of floorplans and brands to choose can be overwhelming to potential customers presented with too many options.
When customers step foot into the dealership, it’s important to understand why they are standing in your showroom. It’s likely they already have a brand in mind, so it’s important to help them on the unique features and benefits of the product of initial interest. It will help streamline the sales process, shorten the sales cycle, and make it less difficult for the consumer to make an informed buying decision.
Chris is the Vice President of Dealer Solutions at Rollick. Born and raised in his family’s dealerships, his passion has been focused on helping dealers increase sales, improve lead conversion and build customer loyalty through America’s top consumer brands.