Data from Motors.co.uk has revealed that the number of telephone enquiries in the evening during the summer months increases significantly compared to the winter (some of our traders insurance panel have also noted a similar pattern).
Data from their website showed that there was a 22% increase in the number of enquiries between 6pm - 8pm from April to June this year when compared to the first quarter of the year. In addition to this, their data revealed that 23% of calls placed during this two hour time period from the start of the year were not answered or received by a voicemail system, resulting in a lot of potential business being lost by dealers.
Managing Director of Motors.co.uk, Phill Jones had the following to say about the findings- “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.”
“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. 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.”