We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
Welcome to the final entry in our series on the Top 5 Best Practices for Following Up on leads at your store. We've worked our way through the top 4: "Make Contact Quickly"; "Sell the Appointment", "Don't Pull Credit First" and “Work Your Process.” Next up is one that seems like it’s implied -- #5: “Be Consistent.”
Yes you have a process (see best practice #4), but how consistently do you follow that process? Everyone has off days so make sure your team has the support they need to put in the effort day after day.
Put together store policies that support the process you’ve identified as the best way for your team to bring in prospects and sell cars. Then ensure that they’re being followed by reviewing and enforcing them on the sale floor.
Next, make sure that your team touches every lead – and if there’s only one person working them, you need to have a back-up in place to make sure that none of them slip through the cracks (we’ll get to that in a second). Use a standardized phone script to set appointments.
If you’re getting email addresses, send professional-looking emails with a uniform look and feel to invite the buyer to make an appointment. The key is to make sure that the message in your phone scripts is consistent with your email copy and make sense when viewed in conjunction with your website – in short that there’s some level of standardization across all of those channels.
You’ve got your process in place, now you and your team need to use it all day, every day.
And there you have it! Our Top 5 Best Practices for Following Up. Keep your eyes peeled for our next eBook on this topic.