Motors.co.uk is urging car dealers to extend their opening hours after data revealed a 22% increase in telephone enquiries between the hours of 6pm and 8pm.
The trend, identified by the online marketing tool, saw the year-on-year rise for the period between April and June this year (Q2), compared to January to March 2017 (Q1).
Worryingly, Motors.co.uk also discovered that 23% of telephone enquiries made to dealers between 6pm and 8pm since the start of 2017 have not been answered by a person or a voicemail system, leaving potential customers to either submit an online enquiry or call again the following morning.
Phill Jones, managing director of Motors.co.uk, said: “With the share of evening telephone enquiries increasing by nearly a quarter in summer months, consumers have shown they are prepared to search for and purchase vehicles as daylight hours improve.
“Our response-tracking platform, The Eye, shows dealers when consumers interact with their stock on the Motors.co.uk network and try to contact them.
“By using this tracking, dealers can understand how they need to manage their resources and business hours to effectively respond to enquiries."
Jones said that, while it is understandable that some dealers may not be able to keep the office open long after 6pm, it could be "very worthwhile at redirecting calls from the office to a mobile until 8pm".
He added: “At the very least, we highly recommend investing in a reliable voicemail system to reassure consumers that they will receive a call back the next day.”
Motors.co.uk recently relaunched The Eye – its vehicle response tracking platform – where dealers can monitor Lead Assists, listen to telephone calls and read emails generated by their advertising.
Motors.co.uk will be exhibiting at Automotive Management Live. To find out more visit the event page.
If you are not a registered user your comment will go to AM for approval before publishing. To avoid this requirement please register or login.
Login to comment
Lottie French - 06/07/2017 11:39
The Motor Trade is killing family life. Managers and staff having to work 7 or 8 12 hours day straight, without extra opening hours. It is modern day slavery, executed on the fringes of employment law and, with complete disregard for the welfare of the staff.
Stella Collins - 07/07/2017 11:48
Opening longer hours would be acceptable if sales execs didn't already work long enough hours. The work/life balance in the motor trade is already horrendous, with many companies feeling they own you for the measly basic they pay. Reward employees with decent working hours and occasional weekends off and I'm sure they would be happy to work later or have calls redirected.