Car dealerships in Germany: Our German matelso Lead Management Study 2024 reveals why many dealers are missing valuable opportunities in their dealerships. Slow or no responses to inquiries not only cost customers, but also sales – not only in the new car segment, but also in the used car segment.
Table of contents:
- Car dealers in Germany: The biggest stumbling blocks in lead tracking and how the automotive industry avoids themt
- Typical mistakes that lead to lead losses
- Clear tracking for more leads and calls
- Recipe for success for car dealerships: faster, more personal, more digital
- The dream car for every customer: How car dealers can significantly improve their offering
Car dealers in Germany: The biggest stumbling blocks in lead tracking and how the automotive industry gets around them
Typical mistakes that lead to lead losses
„Over 30% of leads are not answered in retail (via email, chat, telephone or video call) – with contact forms the figure is as high as 56%.”
Despite the importance of effective lead tracking, many car dealerships struggle with similar challenges that cost valuable sales opportunities. An overview of the most common stumbling blocks:
- Poor accessibility: Over 30% of leads are not answered in retail (via email, chat, telephone or video call) – with contact forms the figure is as high as 56%.
- Unclear processes: Many requests, for example to arrange test drives, are lost because responsibilities are not clearly defined.
- Lack of tracking: It often remains a one-off contact.
- Insufficient use of technology: Tools such as call tracking or communication & lead management platforms are not used consistently.
Clear tracking for more leads and calls
„Calls are often the most valuable leads, but in many cases they are not captured.”
How to from Autouncle
Get the most out of your car dealership website and your call leads!
Ultimate guide (in German) with step-by-step instructions for effective website & call tracking with Google Analytics 4 – especially for car dealers.
Recipe for success for car dealerships: faster, more personal, more digital
Innovative platforms play a decisive role in the processing of incoming inquiries – for example to arrange a service appointment via email or contact form. They not only enable requests to be recorded and processed centrally, but also create greater transparency, simple processes and data-supported decisions. Tools such as the matelso platform help to manage leads in a structured way and pass them on efficiently to the right contacts. In this way, potential customers receive targeted support and are converted into buyers – a decisive advantage in tough competitive environments such as the car trade.
4 tips for car dealers to provide a top offer and boost sales
- Fast reactions: Answers should be given within a few hours – but faster is better!
- Personalized communication: Automatic responses with an individual touch increase customer satisfaction!
- Structured processes: Clear handovers from marketing to sales avoid lead losses!
- Use of modern digital platforms: enable tools:
- Central lead management: all inquiries at a glance
- Automated workflows: Time savings for recurring tasks
- Analysis and optimization: Identification of weak points in the process
The dream car for every customer: How car dealers can significantly improve their offering
„Only those who understand lead tracking as a strategic success factor for their dealership can survive in the long term.”
The author: Michael Grubert, matelso GmbH
Michael Grubert is our specialist for increasing the efficiency of marketing and sales in the car trade.
