It’s time to stop treating your customers like it’s 1980.

Believe it or not, 90% of shoppers do 13+ hours of research before making a purchase.

Thanks to the number of listing sites, social media and Google, your customer can get all of the information they need.

Because they have done loads of research, when they submit an inquiry, they are ‘hot’ and ready to buy.

They are not sending in an inquiry to see those same vehicle specs!

They don’t need that!

They just read it!

The 3-Point Response™ utilized by Overnight Dealer is a proven method to get customers on the lot.

The response consists of:

1. Picture
2. Personalization
3. Point

Picture

People are more likely to open and respond to an email from someone they know.

Having a picture of a friendly face accompanied with the sender’s name, looks more genuine and inviting!

Typical lead follow-up templates, have a sales person’s picture attached to their signature.

This old fashioned approach is more hokey and less trustworthy.

Personalization

Similar to the picture, the signature completes the personalization!

The potential customer will see the email is coming from a trusted source: your dealership!

Point

Why a single point?

Customers have done their research!!

The Point will be geared towards a selected CTA (Call-T0-Action), such as set up a call/appointment or test drive.

No need for multiple questions in one email message (it’s not the 80’s).

No need for a long drawn out message filled with pictures of a vehicle they JUST looked at!

Don’t overwhelm your customer with questions.

Trust that when a prospect reaches out to your dealership, it’s because they want to work with you.

Do not turn away hot leads with an outdated method!

As of July 1st of this year, a new privacy act has gone into effect.

The California Consumer Privacy Act (CCPA) regulates how companies handle personal information specifically, personal information from anyone in California.

Under this privacy act, residents of California have the following rights:

1. California consumers can demand to see any and all personal information companies have about them
2. California consumers have the right to see a list of third parties these companies have shared information with

In addition, California residents can sue companies if the privacy regulations are violated.

This may seem straightforward …. a California Privacy Act for California residents.

Your dealership may be on the opposite coast but that does not mean you shouldn’t take precautions!

Companies located outside of California may still fall under this law; they don’t even have to be based in the United States.

All companies that serve California residents and have at least 25$ million in annual revenue must comply with the CCPA.

Not only that but, companies of any size that have personal data on at least 50K people or that collect more than half of their revenues from the sale of personal data, must comply.

Think of it this way …

Your dealership may be located in the NorthEast or Midwest and yet, anyone from anywhere can find it because your dealership has a website.

Someone from California could peruse your inventory, fill out a contact form or sign up for a newsletter.

If you do not provide them the option to opt-out of sharing their personal information, you could be sued anywhere from $100 to $750 per incident!

That adds up fast!

So how do we avoid this from happening?

The CCPA law specifies that companies must have a link at the footer of their website offering consumers the option to opt-out of data sharing.

If the option is not there, consumers have the right to sue.

Still seems a bit jarring?

Sit down with your marketing team and make sure you are compliant today!

In this day and age, being the first responder to a lead is the biggest priority; especially when we know 78% of shoppers BUY from the dealership that responds back first.

If that’s not you, it’s your competitor.

But this does not mean you should rely on auto responders.

If you’ve taken the time to comb through the array of templates in your CRM, you would’ve noticed how stale and outdated they are … stale enough to turn off a hot lead!

If your CRM is sending auto responses, the information must be accurate.

Ford dealers in particular should skim through any recently sent emails.

Everyone is beyond excited for the upcoming launch of the 2021 Ford Bronco – and when we say everyone, we also mean your CRM!

Although the 2021 Bronco reservation windows have been pushed to December and dealers aren’t receiving first orders until mid-2021, there’s a chance your CRM has jumped the gun.

Here’s an example of an automated email message about the (yet to be sold) 2021 Ford Bronco:

If this doesn’t make you want to go through your CRM with a fine-tooth comb, I don’t know what will!

Take the time to sit down with your marketing manager and review all auto response templates in your CRM.

Your potential buyers are trusting your word when it comes to their future car purchase …

Simply put, turn off your auto response!

It’s Q3, your inventory is fresh, your advertising budget is adjusted and your sales staff is hungry!

Don’t leave customers waiting more than five minutes, your competitor is right down the road.

78% of buyers shop with the dealership that responds back FIRST.

We want you to be that dealership!

Here are Three of the BEST Tips to Improve Follow Up When Customers Are Hot-To-Buy:

Don’t Rely On Auto Responders

The worst thing about Auto Responders is that your customers can spot one when it lands in their inbox (or spam folder)!

It’s not personable and it looks like it’s coming from a robot.

Turn off the Auto Responder and have your sales staff follow up with your customers.

Don’t Overwhelm Your Customers

A hot lead just came in – hooray!

This customer is so excited about the new SUV that just arrived and can’t wait to take it out for a spin.

Sounds like a hot-to-buy customer, right?

Sure…so why are you following up their inquiry with pictures of the vehicle they JUST searched for?

Or even worse…showing them pictures of another car that may be out of their budget or doesn’t check all of their preference boxes?

The plan is to get this customer on the phone or in the door.

Let the customer decide if they want to peruse other vehicles (from YOUR inventory of course)!

Always Include A Call-To-Action

The lead is hot!

It’s the end of the month!

Why haven’t you set up a date or time for this customer to stop by?

Your follow up techniques via email or the phone should always have a call-to-action!

When’s a good day/time to talk on the phone?

When are you free today for a test drive?

Keep it simple, short & single.

Why a single point?

Your customer has done their research.

Don’t ask them too many questions or bombard them with four to five pictures.

If you have their attention, keep their attention before they look elsewhere (and don’t think they won’t).

Interested in more follow up techniques?

Learn more about Overnight Dealer’s 3-Point Response.

Lead follow-up is crucial!

78% of customers buy from the first responder.

If you don’t respond to a lead within five minutes, that’s another deal for your competitor to close.

We don’t want that.

It’s time to treat our internet lead follow-up like it’s 2020, NOT 1980.

It’s time to review some processes and make a change!

Here’s something you should know … Up to 40% of internet leads come in overnight.

A lot of opportunities are left on the table and it’s affecting your closing rate.

Overnight Dealer responds and qualifies all of your overnight leads so sales can start the day motivated!

That’s 40% of your leads responded to and qualified!

You are already capturing 60% of incoming leads during business hours.

Let us help you respond & qualify the additional 40%!

It’s 2020; it’s time to respond and qualify 100% of your internet leads!

Are you ready to get started?