The majority of Dealerships that I have visited, who’s BDCs and/or Sales Departments legally use text messaging to engage with their potential customers and customers, experience huge returns when it comes to building one-on-one relationships quickly. The value in text messaging may not be apparent immediately however the more quickly you respond to a customer, the better your chances of getting the customer to make an appointment with you. If they receive a text from you before they get the email from your competitor you’ve already won half the battle to make the first appointment. Texting can deliver more opportunities for you to sell when used properly.
Now it’s not a magic bullet or anything, it’s a means of communication similar to the phone or email, but these are all just tools to convey value and build relationships with the sole purpose of making appointments and getting rear ends in seats on your lot. A text message may not build a relationship but it can certainly break the ice and begin a dialog between you and the customer. It won’t give the customer great insight into your value or that of your stores but it can get your message to the customer quickly and give you a chance to prove your value.
A couple great benefits of Texting your customers include:
a) The customer almost always reads your message
b) Customers who respond to texts will respond to your text much more quickly than they would an email or phone message
It simply takes the millennial consumer far less time and effort to respond to a text than to place a phone call or compose and email. Today’s millennials are accustomed to conducting most of their mobile communications via text. It comes naturally to them and it’s far less invasive than a phone call.
It is key to ensure that you are using text in a legal way when contacting customers and replying to leads. Take some time to educate yourself and your store if you are in management on the legal practices and up to date policies for contacting people via text as the laws are being updated constantly. If you use a CRM tool they will hopefully have done all of this research for you and incorporated the mandatory opt in/out features within the texting module of the tool for you. The customer then has the option to opt out of or be removed from your texting list whenever they like.
Get creative with texting and incorporating it into your process. Perhaps giving a text reply option, to your website leads, as a “Fastest Response” option could expand your reach to web shoppers. Alternatively, you can make certain to give every customer you come into contact with the option of opting in to your texting program for service or sale updates. The goal is not to abuse texting with Marketing which will encourage opt outs, but to utilize it as a medium to replace email and phone calls when interacting with customers who prefer to communicate via text.
Are you using Texting at your store? If not, is there a reason why you haven’t incorporated it into your process along with phone calls and emails?