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Jared Hamilton
From: Jared Hamilton
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Contact At Once!

Contact At Once!

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Use Text Messaging For More Effective Follow-Ups

We all know dealerships can’t thrive on leads alone. Leads plus smart follow-up are the one-two punch needed for strong sales. But follow-up can be frustrating: You spend all this time chasing down leads with messages you’re never quite sure they ever actually notice. Adding dealer text to your follow-up process may help ease that frustration.

Get Your Follow-Up Message Noticed by Texting
The more actual connections you make during follow-up, the more sales opportunities you can generate. And texting—used correctly—can help you make more connections. According to Nielsen’s 2013 Mobile Consumer Report, the average mobile user sends/receives 764.2 texts per month...compared to 164.5 calls. What’s more, 97% read a text message within 15 minutes and 84% respond in an hour. So texting could get your follow-up message more attention faster.

More Follow-Up Means More Cars Sold
Just ask Bill Eggert, General Manager of Day Apollo Volkswagen Subaru in Pennsylvania, a believer in the power of texting. Day Apollo has been using Mobile Text Connect, a Contact At Once! solution for inbound and outbound texting, to great effect in their follow-up.

For example, after getting no response to an email, one salesperson texted the shopper she’d met with earlier. That started a 19-day-long conversation, which led to a sale:

  • The first message asked permission to communicate via text. (This is an automated step in the software to ensure the consumer has the option to opt out.)
  • The customer responded the same day, mentioned seeing the email and confirmed her continued interest in the car.
  • In a stream of back-and-forth texts, the salesperson built on that relationship and made the purchase even easier for the customer with incentive updates, scheduling and confirming a sales call, and helping explain an insurance change.
  • The salesperson even followed up on the customer’s satisfaction three days later, which resulted in selling an additional option and setting a service appointment.

The Right Software & Process Make All the Difference
Eggert’s Mobile Text Connect software helps his team both enable these text conversations and better control them. For instance, Mobile Text Connect recognizes when a mobile number is used in a chat conversation or to make an inbound call and alerts salespeople that it’s possible to text that number.

Another essential step is getting permission to communicate via text. Mobile Text Connect automates this, giving both customers who text in and those who are being texted to (like for follow-up), the option to opt out. It helps keep users legally compliant and follows the Mobile Marketing Association’s best practices for consumer privacy.

It’s also smart to know what your salespeople are saying to customers. Mobile Text Connect helps here, too. It tracks text conversations and stores the data in your CRM, ensuring better control and management.

But the best software in the world can’t provide great service—that requires a personal touch. Encourage your team to build relationships and help the customer through texts, just as they do in the dealership (Cars.com offers suggestions). After all, text conversations can continue for days like you saw above. Handled correctly, this makes texting a great way to continue a relationship, offer advice, close deals and make the customer even happier with your dealership.

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