Last week we introduced this month's blog topic, the Top 5 Best Practices for Following Up on leads at your dealership.
Today, let's take a look at the #1 Best Practice, "Make Contact Quickly."
We can agree that this insight is not new or shocking -- it's been discussed on car dealer forums and in marketing blog posts like this one for years...which doesn't make it any less true.
Think about it this way: our leads come from people who are online now and expect a response now. Studies have shown that the best window for responding to an Internet lead is to call or email within 15 minutes of receipt for the best chance to connect. If you wait 24 hours or more, that person may go online and apply somewhere else.
Most dealerships have someone specifically assigned to follow up on leads, and we definitely recommend that. Designating a sales rep who is responsible for follow up and booking appointments means you're going to get better results.
We also recommend using multiple channels to contact the leads, including phone, email, text (certain restrictions apply) and even snail mail. A tech savvy consumer who won't answer his cell phone may respond to an email or text.
Something to think about when you're reviewing your current follow up process.
Join us next week when we dig deeper into Best Practice #2, "Sell the Appointment."
Questions? Concerns? Can't wait for the rest of the series? Hit us up on Twitter: @InteractiveFMG