Call Tracking 2.0 for the automotive11 februari 2018, Paul
Call tracking for car companies ended up in the second phase!
#DCDW has, in association with its partner Adcalls, expanded the functionalities for Call Tracking. Call Tracking is already commonplace at Marktplaats, but now there are more and more dealers and car companies that choose to use Call Tracking for all their marketing channels. For example, to place special telephone numbers on Autoscout, Autotrack and also via Dynamic Call Tracking on their own website. This provides more insight into the opportunities offered by marketing and also shows the difference between the figures of the portals and actual calls. This in both the positive and negative side.
We have said it before: a good marketer knows whether he spends his marketing budget in a good way. You simply have to understand whether the investments in a marketing campaign have made sense. Or not. Only then will you get the maximum out of your efforts and money. The great thing about our industry is that we are increasingly becoming smarter, building more and more knowledge. This also applies to the tools that the marketer has at his disposal. Call Tracking has developed into a valuable tool that makes it clear what happens to your investment. For those who are not convinced by Call Tracking; Marktplaats also fully cooperates in all professional advertisements. Just to show what value Marktplaats has in this case.
We have expanded the Call Tracking functionality further with our partner Adcalls and call it Call Track Manager. Before I tell you more about this, first of all: more and more dealers and car companies are using Call Tracking for their marketing channels. For example by placing special telephone numbers on Marktplaats, Autoscout, Autotrack and also via Dynamic Call Tracking on their own website. This provides insight into the marketing opportunities and shows the differences between the figures of the portals and the actual calls. In the example below you can clearly see which channels are responsible for the call leads. Key figures that help you make the right decisions. Also important: a good salesman knows immediately if he is on the right track. After all, a call lead must have a minimal conversion to a sale of 22%.
Listening to conversations
Call Track Manager. Call Track Manager makes it possible to listen to ALL conversations between the seller and the buyer. So not incidentally, but really all conversations. After much experimentation, we have found a mode to listen to and qualify 100% of the calls every day on behalf of our customers.
Qualification is based on the following criteria:
- Continuation appointment
- No contact
- No continuation
- Non-binding appointment
- No sales lead
- Call back appointment
- Non-binding appointment
Qualifying is fun. There must also be an action linked to it. The statuses ‘No continuation’ and ‘Non-binding appointment’, for example, can be escalated to the sales manager or director to still call the customer to get a concrete appointment. This is an important step in the lead follow-up: the management can therefore concentrate on the escalations. And that delivers profit on all fronts, with a greater chance of conversion from lead to sale. Indeed, what matters in the industry.
Another nice extra is that you can see how the portals relate to each other. Is it true that one portal has more ‘trade’ calls than the other? The commercial department of the portal will undoubtedly promote its portal as ‘the best’. With Call Track Manager, we make it clear whether ‘the best’ is indeed ‘the best’ in terms of volume and quality.
Would you like to know more about Call Tracking and the Call Track Manager? Sign up now for an exclusive demo in which we show you in a 30 minutes that you can do a large number of extra sales from the sales calls that are currently not being handled properly.
About Paul de Vries
Paul de Vries became a Key Automotive Spokesperson at eBay (Marktplaats) after selling Nieuweautokopen.nl to eBay back in 2015. Paul is the founder and CEO of the #DCDW Academy and the presenter of the #DCDW Podcast. He is also a by dealers and importers frequently asked speaker in the online automotive industry. Paul is the winner of the prestigious Lighthouse Award 2016 in the U.S.! `Lead the Way op de digitale snelweg’ is Paul’s new book, which can be used as a guide in the online automotive industry. More information is available at: DCDW.nl.