Dealers urged to keep customer lines open

Dealers who have gone into full lockdown as a result of the coronavirus crisis are missing out on future sales, according to new research.

While the market has suffered drastically, consumers still want to engage with retailers but market analysis by What Car? found that only around 40 per cent of dealers had a lead management service active during the past week. 

Rachael Prasher, managing director of What Car?, said: “The natural market for buyers has understandably disappeared but there are consumers still looking and wanting to engage with retailers. Those enquiries still need to be fulfilled or, more importantly, nurtured so that there is a pipeline for sales when business opens again.”

What Car? data from the last seven days shows that customers who are getting responses from dealers are more likely to go on and engage with them than ever before – even pre-coronavirus.

Prasher said: “This week’s forecast means 1.25 million cars will still be bought between now and the end of the year. Statistically and anecdotally, we know dealers who are still open for business are doing business and laying the foundations for the months ahead.

“This may not be a time for sell, sell, sell – but it is also not a time for complete silence. The consumers who are out there are highly likely to buy – now or as soon as they can – if they can find a retailer who is able to engage with them.”