In the fast-paced world of automotive sales, customer follow-up isn’t just important—it’s essential. Yet, many dealerships continue to struggle with one of the most critical components of closing deals: timely and effective communication. As highlighted in a recent episode of *LotTalk*, the reality is that most customers aren’t just reaching out to one dealership—they’re sending leads to 12-15 dealers. If you’re not responding promptly and with relevant information, you’ve already lost the sale.
The Digital Up Bus—Don’t Miss It!
In traditional dealership culture, the “Up Bus” is the mythical vehicle that supposedly drops off a stream of eager buyers to the lot. In today’s digital world, the Up Bus still exists—it just looks a little different. It’s now composed of inbound internet leads, digital inquiries, and online research. However, the same principle applies: If you’re not ready to engage when customers show up, you’re missing sales opportunities.
Unfortunately, data from Digital Airstrike highlights a major problem:
- 19% of dealers take over an hour to respond to a lead.** That’s an improvement from previous years, but it’s still too slow.
- 61% of dealers respond within 15 minutes.** That’s a good start, but speed alone isn’t enough.
- 26% of dealers fail to provide any information about the vehicle the customer inquired about.**
- 74% don’t include a price quote.**
- 91% don’t provide payment information.**
This means a large percentage of dealers are either slow to respond or failing to provide the most crucial details. Would you expect a customer to stick around if they visited your physical lot and got no help for 30 minutes? The same principle applies online.
How to Improve Customer Communication and Follow-Up
Respond Quickly—But with Substance
Speed matters, but quality matters more. Many dealers send automated responses that fail to answer the customer’s specific questions. Instead, make sure your first response includes:
- A personal greeting
- Information about the vehicle they inquired about
- Pricing and payment details
- A clear call-to-action (e.g., “Would you like to schedule a test drive?”)
2. Use Multiple Communication Channels
Not all customers prefer the same method of contact. While some might respond to an email, others may prefer a phone call or text message. The key is to be flexible and use the customer’s preferred channel.
3. Set Clear Expectations
From the first interaction, set the tone for future communication. Ask questions like:
- “How do you prefer to communicate?”
- “When is the best time for a follow-up?”
- “What details can I provide to make your decision easier?”
4. Follow Up Consistently
Many dealers send one or two messages and then give up. However, data shows that customers often take more than two weeks to transition from online browsing to an in-person visit. Keep in touch without being overbearing by providing useful content—such as trade-in evaluations, financing options, and updated inventory lists.
5. Train Your Team on Quality Conversations
Many salespeople struggle with follow-ups because they aren’t trained on how to have meaningful conversations. Instead of relying on scripts, teach your team to listen actively, address concerns directly, and provide real value in every interaction.
6. Use AI for Routine Tasks—Not for Customer Engagement
AI can help automate certain follow-up processes, such as reminders or generic updates. However, real human interaction is irreplaceable when it comes to answering questions, handling objections, and building trust. Prioritize personal engagement for leads on in-stock vehicles.
Turn More Leads into Sales
Dealers often complain about a lack of leads when the real issue is the way leads are being handled. Instead of pouring more money into advertising, start by optimizing your current lead management processes. By focusing on speed, substance, and strategic follow-up, your dealership can maximize every opportunity.
Remember: The Up Bus is always arriving—it’s just digital now. The question is, are you ready to greet those customers before they move on to the next dealership?
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