It’s time to face facts: an automatic response from an auto responder is killing your sales effort.
Known as an ‘auto response’, here’s two reasons why it’s time to stop and think:
1. Vehicle Specs Are So ‘1980’
When a potential customer fills out a lead form, they’ve already studied the vehicle top to bottom.
They may have spent several hours on your site and even printed up the detailed specs.
When they complete that lead form, it’s a signal they’re ready to take the next step.
Sending them complete vehicle specs via email with 20+ pictures only lands your email in spam and ticks off a potential customer.
Take them to the next step and schedule a call / test drive, that’s what they want!
2. Overnight Leads Get Ticked Off
Sales leads that come in after hours who are sent an auto response message are then ignored by sales until the next day.
Customers who inquire about a car after hours, believe it or not, are ‘hot leads.’
They are interested in a vehicle and are a decision away from visiting the dealership.
What can change their decision at 10PM at night?
Receiving an outdated, stale auto response; or worse, no response at all.
If I’m that potential customer, I’m already on the phone with your competitor (the one with an overnight BDC service) and scheduling my test drive.
35% of auto leads come in overnight, which equates to lost time, money and margin by keeping that auto responder sending outdated messages.
Overnight BDC services prevent dealerships from missing any sales opportunity.
Every lead feels like a ‘hot lead’ at the end of the month!
Don’t forget – When Customers Are Hot & Your Response is NOT, you’re losing money!