As dealers, it seems we often find ourselves so busy evaluating the performance of our third-party lead providers that we neglect to really examine how we handle those leads once they’ve entered our CRM, specifically the automated email follow-up (often referred to as the “lifecycle” or “action plan”).
That’s extremely unfortunate, as a carefully crafted lifecycle/action plan with great emails will help you gain the car shopper’s trust and differentiate your dealership from the competition. The combination of the two will help persuade that car shopper to buy from you.
Too often when we secret shop a dealership’s lifecycle, we are sent emails that ask “How can I help?” rather than answer with a “Here’s how I can help!”
Follow these steps to a successful action plan: