Your cell phone rings. You look at the number – it’s not familiar. Maybe they left a message, maybe not, but when was the last time you checked your voicemail?
New scenario: Your cell phone vibrates and buzzes. Text message. You look. Put the phone away. Look again. Send a response.
Seems off-topic, what do your cell phone habits have anything to do with Texting Basics?
Simple. Customers, prospects, and Internet leads respond to their cell phones the same way you react to yours!
How are your dealership leads handled? Is your Internet/BDC content to send an automated e-mail, and make a telephone call, leaving a message less than 100% of the time? Just like you, your prospects are less likely to respond than if you incorporate a texting process into your gameplan.
Calls and e-mails are not intended to sell the car, they are intended to progress the customer toward a showroom visit. Texts are a great tool to coax the prospect to a telephone connection, if not an appointment.
When texting, your real estate is VERY short – 160 characters or less! Remember, that includes punctuation, spaces, and correct spelling. Regardless of the prospect’s skill level, we are the professionals, and all of our communication, including text messages, must reflect that way. NO SLANG. NO TEXT TYPE. Especially in the first text message you send. We may have GR8 News! for our prospects, but we are going to save the “Can u come 2day or tmo” for our personal communications!
This is the point where I must mention there are certain legalities to be aware of when it comes to texting, no dealership wants to find themselves in a court room over a text message. Consult with your own attorneys for work arounds and loopholes.
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If your dealership does not have an official texting process in place, we can provide the tools to help you get the texting ball started. Reach out to the author using the Contact tab at www.dealerqb.com.