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Your responses to leads can make or break the deal with prospects. Customization and personalization send clear signals that you are listening and that you care. Creating your responses based on the specific information that you have, such as the lead source, will give you a much higher response rate. It does take more time, but the investment in quality pays off.
For example, Black Book offers you a unique way to follow up and engage leads. You know that the shopper is trying to find the value of their trade in, which is a definite sign they are serious. This offers you a great opportunity to personalize either the email or phone call with the shopper, instead of using the same canned response you give to all the other Internet ups. Focusing on the value of the trade and the trade in process can help you leverage what they already went through online to get their trade value. Leads coming from tools such as Black Book really offer the ability to create a much more personal, one to one conversation. Yet I find most stores not using this opportunity effectively.
Here's an example of how you could customize your response:
"Black book was a great first step, Mr. Shopper, in trading in your vehicle. I would like to thank you for going through our online steps and now would like to set up a time for you to bring your vehicle into the dealership. Our pre-owned vehicle investment team can give you an extended Black Book Retail dealership pricing report. This report will be an exact value your vehicle, instead of a range, to give you the information you'll need to decide if purchasing another vehicle makes sense to you. Would later today to tomorrow work better for you?"
I just think we are missing a great opportunity to position these leads uniquely and to give the shopper a great experience from Black Book lead submittal, to driving away in a new vehicle.
This is just one example of leveraging client intelligence to create personalized, more effective messages. Investing the time to customize and demonstrate your understanding of their unique situation yields great results.
Thoughts? Other examples?
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