02/15/2019 10:00 am | BY GWC Warranty

Tax Season Prep Pt. 4: Following A Lead

With your eye on getting as much business as possible through your doors during this busy time of year, you may have started to try something new to generate more leads. It’s what you do with those leads, though, that can make or break your busy selling season.

Nurture like a natural. Getting someone to fill out a form online, give you a call or pay you a visit to explore a car purchase is a major victory. But it’s only the first step. Follow up is the name of the game with leads. Whether a customer is a passive shopper or someone ready to buy, the ball is in your court to stay front of mind while answering questions in a timely manner. The key is to communicate often and set reminders to do so in order to keep that customer on the hook.

Urgency matters. Every minute you leave a lead unattended without a response is another minute that shopper could be spending looking elsewhere for the vehicle they desire. Hopping on leads quickly and finding answers to questions in a timely manner ensures your customer is on the phone or exchanging emails with you rather than the competition.

How you communicate matters. Put yourself in the customer’s shoes. Would you prefer a couple sentences in a boring email that asks you to give a call? Or would you feel more compelled to continue a conversation if you received a personalized email from the person you will be dealing with for your purchase? The answer is clearly the latter. Using a tool like Covideo is a great way to personalize your lead nurturing messages while standing out from the competition. Customers will appreciate the virtual face-to-face interaction far more than a standard text email, making the more likely to continue the conversation.