Text Messages: Google’s Wake-Up Call to Dealers

Texting is by far the most popular form of communication for consumers – especially with younger generations. However, because of the many compliancy rules and laws that have to be followed, many dealers are hesitant to adopt text messaging -- they simply don’t want to risk it.  

 

Consumers prefer to communicate via text because it’s short, to the point and non-intrusive. Have you ever tried to call one of your kids or grandkids only to have them fail to answer, then text you right back asking what you need? Or have your ever received a voicemail, not bothered to listen to it, and simply texted the caller back?  
 

Short-form messaging is popular and should be high on your list of priorities to offer your customers as a form of communication. Why? Well, while email marketing has been around for many years, emails go into spam filters, get lost in a stack of unread e-mails, or are simply ignored. If you get an open rate anywhere north of 20 percent, you’re doing a pretty good job. Text messages, on the other hand, typically get read within 3 minutes of receipt, according to the Huffington Post. There is also no spam filter (short of a customer blocking your number, that is.)  
 

If that isn’t proof enough for you that consumers want to communicate with businesses via text messages, try this on for size: Google recently implemented a “Message” feature on its Google My Business pages. What does this mean for your dealership 
 

In the past, when consumers searched a business on a mobile device, they were presented with a map with some user-friendly buttons such as directions, click-to-call, etc. But now, for businesses that choose to turn it on, Google will provide consumers with the option to text the businessOnce consumers get used to using it, I’ll get usage will skyrocket. If the most popular search engine by far and largest advertising platform believes adding texting capabilities to its platform is what consumers want, this is a pretty big wake-up call for us all 
 

While I love the idea of Google’s Message service, I do see a problem with it. Texts sent via this service go to individual cell phones. Sure, as a dealer you can set up as many cell phones as you want for customers to text to. But there is currently no way I know of for you to memorialize those text conversation in your CRM, other than manually notating it. And, as I am sure you are aware, a customer’s cell phone number is gold when it comes to data, functionality and efficient communication. Lacking this data and conversations in your CRM would be a huge h***. If anyone out there knows of a solution to this I would love to hear about it! 
 

My bet is that vendors and OEMs will certainly pay attention to this development by Google, as Google certainly keeps on top on what consumer’s demand. So, keep a look out for a solution soon that efficiently memorializes these text conversations in your CRM – that will be a great addition as far as tracking the consumer’s path to the sale. I strongly believe consumers will soon be using this service (assuming you turn it on and set it up). And, amore and more consumer use this method of communication through Google, if your dealership does not allow this type of functionality, you may well find you are missing prime opportunities which go to competitors which do offer it 
 

Text messaging isn’t going away. As a form of communication it’s only going to get more popular. Flip the “on” switch and be there when they reach out. Your customers will appreciate it and you’ll be able to more efficiently communicate with your customers – a win-win in my opinion. 

Views: 26

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

About

DealerELITE created this Ning Network.

Blog Posts

TheoryOf5 Podcast

Posted by DealerELITE on November 18, 2017 at 11:31am 0 Comments

Check out The TheoryOf5 Podcast
With Chris Saraceno

https://www.facebook.com/CBSaraceno/posts/741647642696564



TheoryOf5.com

SWAPALEASE.COM SURVEY ON INCENTIVES SHOWS MORE DEALERS INCREASING INCENTIVES ON LEASES IN 2017

Posted by John Sternal on November 17, 2017 at 2:27pm 0 Comments

Swapalease.com, the nation’s largest online car lease marketplace, today unveiled results of its latest survey on incentives, with dealers saying they’re…

Continue

El Segundo car accident lawyer

Posted by Samuel on November 17, 2017 at 5:00am 0 Comments

El Segundo Personal Injury

You should never need to experience after your El Segundo auto crash due to the neglect of an additional. An accident lawyer experienced in assisting victims of vehicle collisions in El Segundo gets you the compensation you are…

Continue

Serent Capital Invests in CallRevu, Automotive’s Top Performing Call Management Solution

Posted by DealerELITE on November 16, 2017 at 6:23pm 0 Comments

Serent Capital Invests in CallRevu, Automotive’s Top Performing Call Management Solution



Baltimore, MD – November 16, 2017 – CallRevu, a leading provider of automotive dealer call management software that delivers dealership customers… Continue

de sponsor

Get Newsletter

dE Sponsor

© 2017   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service