Okay…nobody is perfect. Nobody is ever going to list a vehicle 100% right every time. We all strive to do our best with our online inventory presentations, but we can all do better. Is our imperfectness creating leads?
If everything is listed as a customer wants, why should he or she ever submit a lead? If all those consumer questions have been answered, the consumer should just walk right into the store….right? What’s the purpose of submitting an Internet lead, if there are no questions, other than to expedite the car-buying process?
If your inventory is perfect, and your competitor’s isn’t, are they going to sell more cars because their people are getting more leads? Is my logic flawed?
If a customer has to submit a lead, or pick-up the phone, because your inventory listing is missing something he/she wants then you win….right? You and your people have the opportunity to establish rapport, switch the customer to the car that is really wanted, introduce some new purchasing ideas, etc. The guy with the perfect listing lost out, didn’t he?
Is it really better to strive for building the imperfect inventory listing?