How to Improve the Internet Closing Ratio at Your Dealership

This content has been reviewed and updated on October 22, 2024.

The automotive retail industry is in a challenging position. As retail continues to skew more digital, dealers must meet customers where they are. Technology isn’t just a passing fad. In fact, 95% of consumers begin their car-buying journey online rather than visiting dealerships¹. As a result, it’s important to provide the digital touchpoints that shoppers desire and improve your internet closing ratio. So, how do you do that? Find out by reading our guide below. What Is Internet Sales at a Car Dealership?

Internet leads are an important component of your sales funnel. The more exposure you have digitally, the better your chances of converting interest into appointments--and appointments into sales. Your process needs to be as robust as possible. Think of it like this: consumers are dynamic in their need to purchase vehicles. There will be several factors that motivate their decisions.

As a result, your sales process needs to support their method of shopping. You can’t improve your internet closing ratio if you aren’t actively working at it. Streamline the path between digital retailing and physical shopping. Consider the customer experience holistically, and create a sales journey that jives with their internet searching habits.

How Does Technology Factor Into Your Closing Ratios?

The Role of Inventory Management Systems

The ability to showcase inventory clearly and accurately online is essential, as consumers discover dealerships through various digital channels. Your best bet is to invest in an inventory management system, which is for internal operations such as tracking stock levels and managing orders. An inventory management system can feed information directly to websites via a digital showroom or vehicle description page. It can display vehicle pictures, informative packages, and pricing to potential customers who are browsing cars online. This concise presentation improves the customer experience by providing the important data they need to make informed decisions.

With that in mind, dealerships need an inventory management system that's powered by clean data and next-generation technology. This type of system enables a clear online inventory presentation, which is critical in digital-first car shopping. The power of clean data ensures that customers receive accurate, up-to-date information, helping to facilitate the sales process.

Capturing and Converting Leads

A Customer Relationship Management (CRM) system is another tool that helps dealerships organize customer information and increase automotive internet lead closing ratios. The first step is to add a potential buyer’s information into your CRM system, which lets your sales team track and communicate with interested buyers. Not only that, but the system also automatically logs customer interactions. This even includes emails, phone calls, and website visits. In the end, you'll have a complete history for each lead. That way, all of your data is in one place, which streamlines your process over time. You'll be able to check-in with leads that much faster, send follow-ups, and identify the best candidates for conversion.

Moreover, a CRM allows dealerships to share more detailed vehicle information, so customers can make more informed decisions. This information is provided quickly, which improves the customer experience. When the car-buying process is simpler, potential customers are more likely to convert and you can increase your closing ratios. It can also help word-of-mouth, benefiting your reputation, and help land clients in the future.

Building Trust Through Transparency

Earning trust is key to converting potential clients into paying customers. In the automotive market, the best way to earn trust is through transparency. One of the best ways to do that is by providing comprehensive yet clear information. Eventually, that openness can build trust and increase lead generation.

At the same time, transparency has to extend beyond just listing vehicle specifications; dealerships need to make customers feel informed and confident in their decisions when buying a new vehicle. You can provide transparency and engage potential customers through a digital showroom. In fact, digital showrooms have radically changed automotive retail in the best way possible. Showrooms create a platform for dealerships to engage with consumers meaningfully. In the end, they offer multiple touchpoints for interaction, ranging from detailed 360-degree vehicle tours to real-time chat support.

With these tools at your disposal, you can create an interactive and informative experience compared to traditional methods. Meanwhile, potential buyers gain a more complete picture of their preferred vehicles, whether they're at home, at work, or on the go. They can explore features, compare models, and even start the purchasing process online. This level of convenience and transparency not only builds trust but also streamlines the buying journey. As a result, this can potentially speed up the time between the initial search and the final purchase.

ACV MAX Provides Dealerships With All-In-One Software Solutions

Today’s competitive automotive marketing has made it much more difficult to close online sales. If you’re struggling with your internet closing ratios, ACV MAX has an all-in-one platform that provides the inventory management, digital marketing, and customer engagement solutions you’re looking for.

ACV MAX empowers you to build that trust through cutting-edge digital showroom technology, offering customers the comprehensive, interactive experience they need to make an informed decision. Our platform also seamlessly integrates inventory management with powerful marketing tools, ensuring that every vehicle in your lot is presented in its best light.

With ACV MAX, you can provide a comprehensive look at your vehicles and attract higher-quality leads to improve your conversion rates. Our data-driven tools empower you to price competitively and close deals faster so that every interaction is a step toward growth. Book a demo today to see how ACV MAX can help your dealership grow and close more internet leads.

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