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Wards Auto
Auto Dealer Trifecta: Email, Text, Phone Online Shoppers
May 2024
One of the most effective devices for selling vehicles was invented nearly 150 years ago.
It’s the telephone. Sure, early phones were nothing like today’s multifunctional smartphones. But a dealership’s response to a digital sales lead should include phoning the customer.
So says Fran O’Hagan, CEO of Pied Piper, a consultancy that uses mystery shopping to rank dealerships’ internet effectiveness, particularly the rapidity of responding to answer a question posed by a shopper.
“Speed of response is still important,” he tells WardsAuto, while speaking of his company’s latest ranking of multiple-store dealership groups’ internet effectiveness. (See chart below for rankings.)
Similar Pied Piper annual studies rank dealers by brand.
