We begin by sending eMails to the entire database asking the customers to take a survey about their experience with your dealership. We also inquire if they have purchased a vehicle or not. If so: "Where did they purchase the vehicle?"; and if not, "Are they still in the market?".
The final question is the key component of the program. "Are you still in the market?" Those who respond positively are immediately sent a second eMail from the dealership re-establishing a sales relationship. Meanwhile, another eMail is sent notifying the dealership about the presence of this "hot lead."
By utilizing aggressive hooks such as Free Oil Change offers and a $5 gift card to Starbucks, we have been able to produce amazing results. One of our clients recently saw a 60% conversion rate and was able to improve their closing rates on internet leads dramatically.
We recommend the following hooks be used as they have proven to be very effective in past campaigns.
- A Free oil change. Entices customers to take the survey with the added benefit of driving traffic into the service department.
- A $5.00 Starbucks card. This is an additional cost of the program and is the responsibility of the dealer to pay and deliver.
This provides the sales person the opportunity and a reason to call the prospect and schedule a time for them to come into the dealership to pick up their card. This will increase traffic, create excitement, and bring an online customer into the dealership. Regardless if they buy at this time we have had an opportunity to get them into the dealership and meet them in person.
The survey program will do the following:
- Increase web traffic
- Increase traffic and exposure for the dealership
- Help monitor the eMail database of prospective customers.