Text messaging is the most popular data service in the world. It’s quick, easy and effective. The open rate for texts is a sky-high 98 percent, while email open rates hover at only 20 percent.

 

The average person looks at their mobile phone 150 times a day. It’s no wonder more than 90% of texts are read within 3 minutes of being received.

 

Texting is an effective way to communicate with prospects, engage with current customers and send inventory or service status updates.

 

Texting allows for two-way conversations in real time. That means the information you share is up to date, which is especially important when talking about inventory.

 

It also eliminates putting customers on hold. Sales staff can answer multiple questions simultaneously for a better customer experience.

 

Let’s dive into a few best practices to ensure that your dealership remains compliant while driving sales success with texting.

 

  1. Know the rules

 

The Telephone Consumer Protection Act includes very specific rules about obtaining consent before sending texts to customers. Make sure you review them carefully before taking any action. Do your research and be sure to train your employees, so they know how to stay in compliance. It pays to play by the rules.

 

  1. Own your devices

 

Too many dealers allow sales and service personnel to conduct dealership business on their personal phones. This is simply a bad business practice.

 

A private phone is not tied to your CRM. You can’t capture conversations, monitor for productivity, or review exchanges for training purposes.

 

It’s crucial to be able to monitor and measure conversations. Just because your employees look busy doesn’t mean they’re focused on activities that produce results. Even a motivated salesperson may need some help figuring out how to have conversations that drive conversions.

 

With high employee turnover in our business, you’re also taking the chance that employees will take customer contact information with them if they leave the company.

 

So, how do you mitigate this risk? Purchase business-only cell devices for employees. The cost is minuscule compared to losing valuable customer data and conversations.

 

  1. Make it relevant

 

Don’t give prospects and customers a reason to opt-out of text messages. Whether you use an automation solution or prefer a more informal one-on-one texting strategy, make sure the messages you send are relevant and personal to the recipient.

 

For example, don’t send a text about new vehicle inventory to a customer who just purchased a car. Instead, group contacts into categories such as “sales leads” and “service leads” and craft your messages accordingly.

 

  1. Gather analytics

 

Route all device numbers through a call tracking solution so you can gather analytics to measure customer opinions, feedback, reviews and more.

 

Your analytics can also reveal valuable training opportunities. For example, if the phrase “test drive” often appears in a salesperson’s text conversations but appointments are stagnant, that person may need more training to get customers through your doors.

 

Texting is a fast and easy way to communicate with prospects and customers and deliver a better buying experience. Follow the four easy steps outlined above to maintain compliance while boosting vehicle sales and service through texting.  

 

Views: 224

Comment

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

Join DealerELITE.net

Comment by Pat Kirley on August 14, 2019 at 5:04pm
Great article
Text is very effective
Comment by Big Tom LaPointe on July 25, 2019 at 10:27am

Great stuff, as usual Billy The Kid!

Latest Activity

Rob Gehring posted a blog post
Friday
Dave Anderson posted a blog post

Humble Hungry and Coachable

Enjoyed spending time with long-time red belt brother Damian Lillard of the Portland Trail Blazers…See More
Friday
Mike theCarGuy Correra posted a video

The Importance of Understanding Marketing

Account Manager Mike Correra explains why dealers should understand marketing in order to know whether their efforts are effective.
Friday
Scot Eisenfelder posted a blog post
Friday
Paul Moran posted a blog post
Friday
Jim Flint posted a blog post

Google Ads Conversion Tools

In this video blog, Jim shows that there's more than one way to get on board the conversion train…See More
Friday
Damian Boudreaux's blog post was featured
Friday
Dave Anderson's blog post was featured

Face and Fix These Four Excuses

Excuses are common amongst underachievers, and when you're trying to live the game changer life,…See More
Friday
Simon Hopes posted a blog post

Best Aftermarket Performance Mods for Chevrolet Camaro

Tune-up your Chevy Camaro today to enjoy improved performance and style. Hit the road and cruise…See More
Friday
Damian Boudreaux posted blog posts
Thursday
Jeff Giere posted a blog post
Thursday
Dave Anderson posted a blog post

Face and Fix These Four Excuses

Excuses are common amongst underachievers, and when you're trying to live the game changer life,…See More
Tuesday
John Sternal posted a blog post

Swapalease Data: Are Crossovers Not in Demand for Leasing?

Crossovers Not Seeing Growth in Leasing?A year ago, roughly 7.4% of drivers polled said they would…See More
Tuesday
Jim Flint posted a blog post
Tuesday
Jim Flint's blog post was featured

Google Ads Two Changes for Display

In this video blog, Jim Flint, CEO, and Founder of Local Search Group discusses two changes you…See More
Tuesday
Simon Hopes posted a blog post

How to Compare Car Insurance Policies

What is Car Insurance?A car insurance is the policy that covers one’s car against all kinds of…See More
Tuesday
Mike theCarGuy Correra posted a video

The Key to Long Term Success in Sales

Account Manager Mike Correra shares the key to a dealership's long term sales success in this video blog.
Aug 19
Tom Clark posted a blog post

Reasons to Sell Your Dead Car to Car Removal Companies

Your old car just stopped working. When you called a mechanic to have a look at it, they gave you…See More
Aug 19
Derek C. Dean posted a blog post

Hard skills Vs soft skills or hard skills and soft skills- which is optimal?

Soft skills and training programs for the same seem to be hogging the limelight in recent times.…See More
Aug 19
Umair Amjad posted a blog post

The Perks of Using Armored Cars & Bulletproof Vehicles

Security is a prime concern for every human being. When it comes to security, then people do not…See More
Aug 18

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service