No offense to anyone reading this series: but far too many people in our industry tend to overthink everything related to internet sales and digital marketing. Perhaps it’s because so much of this is new or perhaps it’s because change is happening so quickly that it’s hard to keep up with the actual “best” practices out there. Whatever the cause, it has to stop occurring at your dealership if you expect to grow share in 2016 and beyond.
There really is no reason to overthink this stuff; as it is all quite simple.
In this series, my hope is to detail in plain language how you can stop over thinking much of what goes into making a sale to an internet prospect, and how to use these seven simple strategies to start setting more appointments that show and buy today:
Simple Strategy #5: Yes, You Should Always Use an Auto-Response
The Problem: Some industry vendors, OEMs and other “experts” have made dealers question whether or not to use an auto-response. Generally speaking, their argument goes something like: “Your team should be responding right away anyway, so sending an auto-response gives the consumer the impression that you are spamming them.”