CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Every automobile sale includes a conversation of some kind between the buyer and the seller—no matter how technology changes, that fact won’t. Russ Chandler, digital marketing manager of Bart’s Car Stores in Fort Wayne, Ind., uses dealer text as one more way to pave that communication pathway.
As mobile use grows, so does texting. In fact, texts surpassed phone calls all the way back in 2008, according to Nielsen. Just offering the ability to text your dealership isn’t enough, though. Chandler has been successfully using Mobile Text Connect from Contact At Once! for about a year now, so he has several suggestions for using text wisely:
Once the texting conversation is started, it’s important that your staff know how to respond to convert texters into buyers (or at least send them further down the sales funnel). Chandler says they train on texting just as they do for chat, and apply their in-house communications policies to both.
That’s why he likes using Mobile Text Connect. “Since it’s part of the chat software we already use, it gives us full reporting with conversation scripts, tracking and customer data integrated with our CRM,” he explains. “It adds a level of professionalism to the text interaction.” Plus, staff can respond to texts with the chat interface and customizable, prewritten (and pre-approved) responses.
Whatever way you use to text your customers, make sure you have the proper opt-in, opt-out permission process in place. Otherwise, you could run afoul of the FCC. A good start is to look for software that follows the Mobile Marketing Association (MMA) best practices for consumer privacy.
Adding the ability to text from your ads is one big step toward your mobile shopper. And the closer you are, the easier it is for that shopper to start the conversation. “I think advertising the ability to ‘text your auto dealer’ will become more and more common,” adds Chandler. “People are in that space already; even I use text more than email.