Motor dealers take an average of 50 minutes to respond to a customer enquiry, data from iTrackLEADS has revealed.

The research found that the quickest operator has an average response time of 1 minute and 9 seconds.

The impact of responding more quickly to enquiries also influences the sales process, according to the data. Those dealers that responded fastest saw 10% of enquires converted to test drives and 84% of test drives turning into sales.

Slower response times on the other hand saw a test drive conversion rate of 6% and 82% of test drives translating into sales.

Adrian Favill, director of iTrackLEADS, said: “Our technology makes it easy for sales teams to respond quickly to enquiries at any time of day or night. As the data shows, it can make a real difference to the customer experience and, ultimately, sales.

“While some dealers are distributing the responsibility to responding to leads across a sales team, others are putting in place dedicated online response centres. There is no right or wrong answer, but it is clear that a focus on getting it right at the start of the sales process will pay dividends.”

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Additional data found that up to 78% of sales go to the retailer that responds quickest. It is enhancing its platform to ensure it meets market trends and integrates with leading platforms.

iTrackLEADS was launched in early 2020. The cloud-based platform helps users to aggregate all website enquiries and distribute them to sales teams.