Best practices for longer term internet follow up?

Chris Johnston
As a solo operator in our internet department, my longer term follow up (60-120 days) is nonexistent. This may be an impediment to my future here and I'd like to change that. Can anyone share best practices for following up long term with internet leads?
Chris Johnston
We are using Reynolds and Reynolds, but my concern is more for internet leads in the 60-120 day range. Our factory rep says we should be selling a lot more of those.
Shawn Ryder
Chris - we work with dealers to build a process for digital marketing to older leads - based on their original interest and how they interact with content sent (targeted and custom). Would certainly like to look at some solutions that we can help with to ensure every lead is contacted on a consistent basis, make sense?
Grant Gooley
There are a few tools out there that can definitely help with follow up. It's not an easy process. No matter what tool or trick you use, in my experience it's about building trust and a relationship with the customer over their shopping cycle online. So many BDC reps or sales associates are paid on sales or booking appointments, they look for instant gratification. This results in the customer to feel like they are being pushed into an appointment or providing a phone number etc. Ive found if value is provided to the customer, the results will follow naturally.
Russ Chandler
My experience has taught me to capture detailed information on the customer upfront that can be used long term. Data around where they are in the purchase process, they're preference for what type of help they would like and anything that paints a clearer picture of their current situation. Getting this done upfront will making you much more successful with those tools for communicating with them once they've reached that 60-120 range. You will start to see trends that allow you to bucket your clients into majorities can be campaigned to separately for a more relevant message. Personalization and relevance were the go to focus points for long term conversion like this.
Chris K Leslie
The best use of your time would be to follow up with the people who started coming back to the site or clicking on links of any newsletters or materials you send out. Everyone says that you should be closing more of "those" customers. I mean its like AT and Cars always finding a reason you can never be at 100% perfect at your merchandising and pricing combo right. The problem is, they can't tell you why or how. So in essence the feedback is worthless. What you can do though is look at the people who bring themselves back in to the market in relation to your efforts of say automated email campaigns or newsletters. Find a way to create a list of people who clicked on the links in those things and start over with them. If someone is sitting in your CRM for 120 and hasn't opened an email or answered a call. You might as well can it.

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