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How do you engage a customer that you don't even know exists?

Posted by Bill Goodfriend on October 27, 2010 at 12:50pm
Dealers...Managers, quick quiz. How do you engage customers that walk on the lot after hours and on Sundays when you're gone and away from the dealership? Do you:
A) Wait and hope they come back when someone can help them?
B) Have one dedicated professional working those hours to engage the customer?
C) Currently employ a service system that can do this for you so that you can contact the customer at the height of their interest?
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  • Bill Goodfriend October 28, 2010 at 7:43pm
    Sorry fo the delay in response Sean; busy, busy, busy. It's actually quite simple. We possess all these 1-800 #'s that we also add or link up to 6 extentions. Let's say the customer is browsing the lot on Sat. night around 7 p.m. On the window sticker it says for more information on rebates and incentives call this number 1-800-555-1212 ext 100. When the caller call's the number to learn what the incentive is our system automatically captures the callers number. We then tranmit this information the dealerships CRM system so that whomever is in charge of channeling the call backs gives everyone or perhaps an isolated group of sales staff the opportunity to call the customer back and say something like. We noticed that you were looking at a particular vehicle last night and we just wanted to know if you needed any further info. or if you would like to schedule a time for a test drive. I'm getting long winded here, but hang with me. It doesn't just go on the window sticker the dealers have the option of integrating the service system with their current standards of advertising i.e. Cars.com, Dealer Website, Newspaper, Window Sticker, local rags or whatever currently serves the best ROI regarding advertising. Remember when I mentioned earlier about adding up to 6 extentions? That's why we do this. Window Sticker is 100 series, Cars.com 200 etc. When the information is transmitted to the CRM system they can literally see where their best forms of advertising is coming from because you actually have a way to track your analytics. Try that with other forms of advertising. Hang in there...no contracts, no software, no hardware and a 30 day money back guarantee. The only reason this system could fail is if no one is making the call backs. If you would like feel free to browse our website at www.upleadtechnology.com They are in their infancy and I told them I wold get them up to speed with a 4 fold mission. They agreed that iof I could help them that much that they would start heeding my advice on some other things we need to get going sine they are not from the automotive industry and need help understanding it better. WHEW...done. : -)
  • Sean V. Bradley October 27, 2010 at 10:11pm
    Interesting... Tell Me More :)
  • Bill Goodfriend October 27, 2010 at 2:29pm
    You are right Stan it's C. The company I just joined is the only company in the world that actually does this. I'm trying many methods via social marketing to let dealers across the U.S. & Canada are aware that such a company does exist. And yes, it is extrely cost effective.
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