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Jared Hamilton
From: Jared Hamilton
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Devorah Wolf

Devorah Wolf Content Marketing Manager

Exclusive Blog Posts

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In our month-long series on improving the customer experience in the service department, we now look at the second-most common issue identified by cust…

MDP 033 | NADA: National Automobile Dealers Association

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#nada #nadashow #nada2020 #corksoakers Join David & David talking about The National Automobile Dealers Association, The NADA Show 2020 plus The Cat…

MDP 034 | Facebook - Automotive Playbook for Dealers

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WEBINAR RECORDING - How to Build a Winning Employee Acquisition Strategy

WEBINAR RECORDING - How to Build a Winning Employee Acquisition Strategy

  If there is a constant in dealerships today, it is that they need to acquire and retain high-quality employees. In this webinar, we will p…

3 Ways Lead Nurture is Like Online Dating

When you think about it, following up with all the leads in your CRM is a lot like online dating: calling strangers, trying to get them to like you, hoping to form some kind of relationship where before were just forms, questionnaires, and maybe a few photos. Rejection, misaligned expectations, and missed opportunities abound. And yet, just like there are ways to set up dates with total stranger for success, there are ways to make your lead nurture go better than you ever thought possible. So without further ado, here are our tips for lead follow-up and nurture, inspired by internet dating:

  1. Prepare for the phone call. You wouldn't call your prospective date without reading their profile first, would you? After all, you need things to talk about. And when she says in her profile she loves hiking and cooking, you're not going to ask her what she does for fun– because then she'll feel like you didn't take the time to read the profile she spent so much time writing.  Instead, you'll ask follow-up questions: what was her favorite hike, what are her signature dishes. The same is true of your dealership's internet leads: their lead in your CRM is their profile. It has a lot of information, and reading it carefully can really improve your phone conversation. Maybe they converted on a general offer. Maybe they converted on a specific one. Maybe they've been to your site many times, maybe they're a first-time visitor. Either way, before you make that call, make sure you know what offer they converted on, how often they've been to your site, what pages they've viewed, how many times, and for how long– because when you know this information, you can respond to their questions, ask them relevant questions that are not redundant (no "are you looking to buy or lease" when you already should know the answer), and move the whole process forward. Take the time to understand the customer you are calling and don't ask them for information you already have. That extra effort will inspire confidence and trust.
  2. Don't be too pushy on the phone. When you're talking to your date, of course you want to set up a time to meet in person– otherwise, how will you know if there's any chemistry? But, if you only use the phone call to set that time and don't take the opportunity to connect with a great conversation, you'll come off abrupt, and your date will likely be less excited to meet you. The same is true of your internet leads. You, and your customers, don't have time for a long phone conversation. However, if you try to set the test drive appointment within five seconds of their answering the phone, it might not go so well. Take the extra minute or so to have a friendly, helpful conversation, listen to any questions, and build trust, and then go ahead and set that test drive appointment. You can still be a little aggressive about this– push that sale that's ending, emphasize that the model they want is flying off the lot– but the idea is to move forward when you sense interest instead of trying to force the appointment without building rapport first.
  3. Follow up. We all know if you have a good date, you have to follow up or the person will get frustrated and go away. This is true in your dealership as well. Whether you spoke on the phone, had a test drive, or even sold a car, have some mechanisms in place to follow up and keep the conversation going. If it's pre-sale, you definitely want to keep the lines of communication open with a solid lead nurture system including helpful information for car shoppers, segmented to different customers' areas of interest. If it's after the sale, you want to make sure that customer chooses your dealership for all their maintenance and repairs– so stay in touch with service reminders and offers, relevant maintenance content, and connections like birthday and holiday cards. Don't break up with your customers by giving them the silent treatment. Keep the relationship going.

What are your dealership's best lead nurture tips? And are they dating-related?

Maddy Low

HAHA I love this comparison! Too great!

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