New and used vehicle shoppers are more web and tech savvy than ever before. They want information about vehicle(s) of interest prior to making the decision to visit your showroom.
Usually, the dealership that gets back to the consumer first, with the best information, has the best chance of turning that shopper into an appointment, which leads to a vehicle purchase. Quick response time to every shopper with QUALITY INFORMATION is key to a dealership impressing potential customers. Quick response time without quality information is useless and counter-productive.
Keep in mind that the email lead is a consumer communicating with the dealership DIGITALLY, not TELEPHONICALLY, to start. Therefore, it's advisable for the dealer to initially communicate back using the same method that the consumer did. Some dealerships' response process dictates that the first contact should be a phone call if a number was provided. I feel that it's better etiquette to email these folks back first, and then follow up that email with a phone call, rather than simply picking up the phone without first sending an email that sets up the call.
The best dealerships in the industry maintain an average response time of under 30 minutes, 24/7, consistently, every month.
How long does it take your dealership’s Internet Sales team or BDC to email a customized new or used vehicle quote to a prospect?
Consumers' primary question, most often, is "what's the lowest possible price you are willing to sell me the vehicle for?" But it's far from the only question. Customers also have questions about trade-in values, finance rates and lease programs, credit, maintenance schedules and cost, gas mileage, and warranty info.
Does the email you're sending contain this additional information, or a link to view this information?