Are you Effectively Responding to Overnight Leads?

Driving leads is one of the most important aspects of your dealership marketing campaign. How you follow up with those leads has a direct impact on your bottom line. Like all aspects of customer relations, much of it is out of your control. Consumers will visit your site and seek information 24-hours–a-day, 7-days-a-week. In today’s plugged-in society, there is no “off switch”. Consumers are comparison shopping around the clock, and their expectations are high. With so much competition in the space, it’s essential to respond strategically to every online lead you receive, particularly those that come in after hours. Your sales team should be handling every web lead just as they do prospects who walk onto your lot and are ready to buy.

The After Hours Lead

In order to understand how to approach an overnight lead, it’s important to first understand the mindset of the late night consumer. In some cases, they may work the night shift, in others, they may be a busy professional with only a few hours in the evening to complete research. In any event, it’s best to assume that an overnight lead is a busy individual with little time during traditional business hours. It is up to your team to connect with these individuals as quickly and efficiently as possible.

Respond with Haste

Be sure to have a process in place for immediate lead follow-up each morning. At least one member of the sales team should be tasked with responding, via phone, to every lead that came in the night before. Keep in mind that a late night shopper may very well have completed a lead form at multiple area dealerships, it’s up to your team to connect with and entice them to visit your lot first.

Automation is Key

Having an automated email “thank you” response is also essential. This assures the consumer that their lead was received and that they can expect a live follow-up shortly. Take advantage of this opportunity to craft an email response that engages the consumer and creates a sense of trust.

Divide and Conquer 

Finally, it’s important to segment leads properly. Within the dealer environment, systems and processes should be in place to deliver on consumer expectations. When segmented properly, leads can be assigned to the appropriate sales person in order to ensure a positive customer experience.

At Speed Shift Media, we are committed to helping dealerships not only drive quality leads but to provide valuable digital insights to help convert those leads into sales. Our team of experts is on hand to make your dealership marketing program a success. Contact us today to learn how we are helping dealerships, throughout the U.S. and Canada, cater to the evolving needs of the online consumer.