Hello again and welcome to the continuation of the 50 Day Timeline for managing your Internet leads. Refer to (links to previous blogs) for the previous Timeline information.
Day 12 -14: Attempt a phone call and send an email to the prospect that conveys some new, fresh information. Ex. “I wanted to contact you today Mr. Smith, because we have just received news that Dodge is now offering an additional $500.00 rebate for all purchases made before the end of this month. Perhaps you are ready to take advantage of this offer?” Careful wording like this allows you to keep in touch and gives you a specific reason to make contact again.
Set your next contact for 7 days later (or sooner if any special such as financing or rebates is about to expire).
Day 21 approx: Phone call and/or email to request information about their purchase status. Have they purchased elsewhere? Are they still in the market? Have they delayed making their decision for 30 or 60 days? Ask open-ended questions to see if you can get the prospect to respond with informative answers.
Set the next contact date for 7-10 days later.
Day 30-33: Send a next-to-last email and/or phone call. Let the prospect know that you are nearing the end of making contact with them. Phrases such as, “I hoped that I would have heard back from you by now,” or “Would you like for me to delay contacting you for a while,” are professional, but still convey that you are wrapping up your communications. Let the prospect know you would still welcome the opportunity to earn their business and that you would be happy to send them some new information reflecting the new month’s pricing if they are still shopping for a new vehicle (if applicable).
Day 50 Approx: Send a final email and/or make a final phone call. Thank the prospect for taking the time to consider your dealership. Ask them to keep in touch in the future, and let them know you will transfer their information to your “Inactive” file. (Ask them if they would prefer to be kept in the “Active” file for a while longer.) Finally, mention that occasionally you like to inform prospective customers of specials the dealership is running and from time to time you may send them an email with this information. If they don’t respond to this, then it is safe to add their name to your list of people who receive your “Broadcast” emails.
***If at any time during the 50 days, the prospect responds back with “stop calling me” or “don’t email me again” you need to comply with that. Mark them accordingly in your prospect management system (CRM, ILM, etc.) as “do not call” or “do not email.” Many CRMs and ILMs include features that let consumers opt-out of your mailing list with a single click. Please check with your vendor to see if this feature is available.
This is a great way to help keep your dealership in legal compliance. ***