The Message is as Important as the Response Time
Most sales teams pride themselves on how fast they can respond to each Internet lead. Chris Vitale applauds this attitude, but he also wants all sales teams to understand that response time is just one part of the equation. Yes, every minute without a lead response reduces the likelihood of a conversion. However, the messaging in the reaction is equally as crucial as this acts as the first impression provided to the potential customer. Chris Vitale breaks down what every response should consist of so that every sales rep can maximize their Internet leads.
Chris Vitale Stresses the Importance of Reading the Lead
The most common mistake made with internet leads is that they are responded to with an automated response. An automatic response does not leave a positive impression as it often confuses the potential customer. For instance, a lead that comes from a form on the website should be responded to differently than a lead that comes through via email. When a question is asked, it should be answered directly and uniquely. Potential customers will appreciate that a person took the time to read their inquiry and write a custom response.
When Emailing, Focus on the Subject Line
Just as headlines are important to garner clicks on an Internet news article, the subject line is paramount in all forms of email marketing. There’s a lot of competition for the attention of your customers. A catchy headline will be the difference between an opened email and an email sent straight to the trash. When applicable, Chris Vitale recommends using the customer’s name in the subject line. It’s a great way to stand out from the clutter and draw the customer’s attention. Before sending any email, ask yourself if the subject line is attention-grabbing. Taking the extra few seconds to focus on a strong subject line can make all the difference.
Let Your Current Customers Do the Talking
We live in a world of online reviews. It’s vital that every dealership utilizes its resources to generate as many positive leads as possible. Potential customers like to know what type of experience they are likely to have with your dealership. Existing customer feedback is a great way for potential customers to get to know you.
Make Responding Convenient
Two significant factors with lead response are originality and convenience. After addressing an inquiry, it should be evident how the prospective customer can get in touch with your sales rep. For instance, an email signature should have information on social channels, the website, the best number to call, and the best number to text. When applicable, it can also be beneficial to include information on company accolades in the footer of the response. Every step to make a lead response unique to the individual lead will enhance the likelihood of a conversion.
