THE average amount of time between a consumer first enquiring about a new or used car to then making a purchase has fallen to just five days, according to new analysis by Marketing Delivery.
The company evaluated the typical sales cycle for almost 400 franchised dealers across the UK during August 2022.
Prior to the pandemic, the average time between enquiry and purchase was 16 days, but by November 2021 this had dropped to just six days. Many dealers saw a notable shift in how consumers research new and used car purchases during the pandemic, and the Marketing Delivery analysis suggests some of these behaviours have become embedded.
Jeremy Evans, Managing Director at Marketing Delivery, said: “An even higher proportion of customers are coming to showrooms fully armed with all the information they need to make a confident decision about their next purchase. In addition, many potential buyers are anxious about low stock levels, prompting them to act more quickly when they find a vehicle that meets their needs.
“We’ve also seen during recent months, when it hasn’t been possible to fulfil all orders thanks to stock shortages, the more progressive dealers are becoming much better at pre-qualifying enquiries so they can re-engage with the prospect when a relevant vehicle finally become available.”
Marketing Delivery’s VoiceBox software helps to overcome common challenges the sector is facing. The digital marketing software allows dealers to manage sales, aftersales and social communications in one intuitive platform. The multifaceted tools also incorporate a lead management system, full in-depth reporting functionality and the ability to integrate with several other providers – including Dealerweb, EnquiryMax and Keyloop.
By issuing timely and relevant emails and SMS communications to customers and leads, dealers can bolster their sales and aftersales performances, even during challenging stock shortages.
Evans added: “We know that time is valuable, especially for sales executives. Having all the tools they need in one place makes it easier for longer-term leads to be logged and retained within the sales funnel, rather than lost.”
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