As soon as you are getting 1,000 web leads every day, you can use automated response emails. Until then, you should be interacting with your customers!
It may not be as black and white as that, but there are some best practices you should consider as you approach the idea of trigger emails and auto responses to submitted forms. Initially, these responses were created to immediately reach out to the customer and let them know someone would contact them shortly. This is acceptable when you’re dealing with leads that come in overnight or at some other time when an immediate personal response is not possible. However, an auto response should never allow your sales people to be lazy about reaching out to potential customers.
It’s not appropriate to respond to all customers with the same information. You won’t know who is on the other side of your lead until you communicate with them person to person. There is no substitute for interacting with your customers, getting to know them and building trust. It may be just a car to you, but to them it’s a new addition to their family. They may live with that vehicle for 6 years, so it’s no small thing to most potential customers. Show them respect and look at these interactions from their perspective.
When a user submits their contact information to you, it’s an expression of trust. They’re vulnerable. They’ve given you their info because they expect you to respond and help them find what they’re looking for. This is a golden opportunity to treat the customer well and gently walk them through the process of buying one of your vehicles.
Don’t let auto responder madness take root in your dealership. Remember that individual human beings are at the other end of your leads and respond accordingly!