Auto dealerships have become accustomed to in-market shopper leads from websites such as Cars.com, Autotrader, CarGurus, and Google PPC. These are people who are actively searching for a vehicle. However, the approach with these leads is much different than the approach with Facebook & Instagram leads. Facebook & Instagram leads are not necessarily actively looking for a car. They were just scrolling through Facebook/Instagram and happened to see an ad that caught their attention.
Approaching Facebook leads like they are in-market shoppers can be a huge mistake. As someone who has listened to thousands of phone calls from salespeople working leads from Facebook & Instagram, I can attest to this fact. The number one reason I hear for losing an opportunity is the salesperson’s failure to approach the customer with the right mindset. Facebook & Instagram leads are not necessarily actively shopping for a vehicle, so they may not be as knowledgeable or as interested in making a purchase as someone who is already in the market.
Instead, the key to success with Facebook & Instagram leads is to ask lots of questions. By engaging in a conversation and asking about their needs, wants, and budget, you can better understand where they are in their buying journey and tailor your approach accordingly. This can help build trust and rapport with the customer, ultimately increasing the likelihood of a successful sale.
In-market shopper leads have been the norm for so long that many salespeople have become order takers. They expect the customer to have already done their research and know exactly what they want. This approach may work with in-market shoppers, but it’s not effective with Facebook & Instagram leads. Facebook & Instagram leads are often not as informed about their current situation, and salespeople need to take the time to educate them and ask questions to understand their needs and preferences.
- What are you currently driving?
- What are you looking for in a vehicle?
- What is your budget?
- Have you researched any specific makes or models?
- If you were to get a new vehicle, are you looking to buy or lease?
- What features are important to you in a vehicle?
- What is your timeline for purchasing a vehicle?
- Have you test driven any vehicles yet?
- Are you looking for a new or used vehicle?
The ultimate goal when speaking with a Facebook & Instagram lead is to get the customer talking. You want them to feel comfortable that you are there to help them through the process and will be transparent with them every step of the way, and help them do the research they know they need to do. By asking open-ended questions and actively listening to their responses, you can gain valuable insights into their needs and preferences. This not only helps you understand how to better serve the customer, but it also shows that you are interested in them as an individual, not just another sale.
Ultimately, building a relationship based on trust and transparency is the key to success at converting these types of leads, and it all starts with getting the customer talking.