From start to finish, filling out the parts form on your dealership website is a pain. The process is time-consuming, often inaccurate, and restricting for both your customer and your staff. Worst of all, it’s costing you a huge percent of your sales.
How does the parts form cost you sales, exactly?
Your Form Takes Too Long
It takes time for a customer to fill out the form, submit it, get a response from the dealership, and receiving the part can take days, even weeks. Even the most knowledgeable parts buyer can get held up in the process if the dealership needs to ask questions and exchange emails with the customer. Take too long responding to your customers and they’ll take their business somewhere else.
The Solution: Be ready and available to speak with the customer as soon as possible if they have questions. The sooner you can get the right part to your customer, the more likely they are to become a repeat customer.
Your Form is Too Long
The form gets abandoned due to its length. As customers get frustrated , their patience disappears. A parts form with too many boxes to fill out can cause customers to quit halfway through the process and go somewhere else. This costs you the sale, the customer, and any other potential customer that individual may tell about your clunky parts form.
The Solution: Cut down on the unnecessary fields in your parts form! Additionally, get with your marketing team (or an outside agency) to track how many customers abandon your form. If you find customers jumping ship at a certain field, consider removing it or replacing it with a better option that converts.
Lacks Opportunity for Future Sales
You lose out on the opportunity of more sales if your parts form scares off a customer. The average amount spent on an online auto part order is around $210: if you missed out on a dozen orders in a day because your customers couldn’t see your entire parts inventory, the opportunity to make $17,640 in a week is gone.
The Solution: Give your customers a reason to come back, even if their first experience with your parts form left a sour taste in their mouth. Offer a discount or a coupon code. Losing a customer is a huge cost to your parts department, so give them a reason to try your parts form again (until you replace it, that is).
Waste of Employee’s Time
Your Parts Counter employees could be doing something better with their time. Instead of constantly answering phone calls or typing up emails, trying to get more information from the customer regarding the part they need, they should be focusing on other areas of the parts department. If there’s no one available to talk to a customer that walked in, you’ve lost a sale.
The Solution: Include the ability for your customers to upload photos of the part they need/the area of the vehicle that needs repair and replacement. This way, your counter employees won’t need to spend as much time sending emails back and forth or sitting on the phone for hours.
Customers are Flocking to Online Marketplaces for Easy Shopping
Online marketplaces like Amazon and eBay dominate online parts sales, and by forcing your customers to fill out a long and sometimes confusing form, you are pushing the sale off of your website and onto a competitor’s. Your online parts revenue depends on your website being easy to use, but when sites like Amazon exist, you have to play their game: make your inventory simple to access and explore.
The Solution: Don’t be afraid to add these marketplaces to your own selling channels, or create your own web store so customers can easily find and purchase their parts online. Having a parts inventory catalog available to your customers will drive more sales to your dealership. RevolutionParts can help with that.
The old-school parts form that lives on your dealership’s website is costing you sales and customers. If you’re tired of losing out on easy revenue, then it is time to start selling your parts online, either using a dealersite plug-in that allows your customers shop for parts on your dealer’s website, your own parts web store, or through online marketplaces like Amazon and eBay.
If you’re ready to start selling your parts online, download our free ebook that gives you the 8 Keys to Successfully Selling OEM Parts Online so you can maximize your online parts revenue.