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Why Dealers Should Integrate Texting in Their Marketing Solutions

Posted by Curtis Lyles on May 25, 2018
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Why Use Texting:

Text and Chat has become a valuable tool. We have evolved from pressing numerous keys in rapid succession to send a message, “Hello” (Remember pressing the 5 key once, 3 key twice, 5 key twice, 5 key twice and the 6 key 3 times?), to finger friendly QWERTY keyboards on our smart phone. What is the reason a customer would choose this method of contact rather than calling the dealer directly? It allows them to ask their questions while maintaining some anonymity. It lets a customer be curious about the vehicle before committing too early in their search. Plus, people love to multitask. How often do we find ourselves working and texting.

Text services, within your dealership, can be the first opportunity for a new customer to get to know your dealership/brand. Your sales team has an opportunity to build rapport, before the customer is in front of them. In order to do so, they need to present themselves in a personable and professional manner, just as they would if the customer were standing face to face with them.

Here are some interesting stats:

  • 81% of Americans text regularly
  • 97% of American adults text weekly
  • Americans text twice as much as calling, on average
  • 18.7 billion texts are sent worldwide every day
  • About 50% of adults 18-24 say text conversations are just as meaningful as a phone call
  • The average consumer sends 3 messages per hour (including app to app messaging)
  • The average consumer sends 72 messages per day (including app to app messaging)

 

Keys to success:

Audience - You’re not shooting the breeze with a college buddy- be friendly, but remember that this is a potential business transaction.

Grammar - You’re not writing a thesis... it doesn’t have to be perfect, but it should be effective. Spelling SHOULD be a priority.

Customer Service - “Please” and “Thank you” will always garner you the most respect. Think about this exchange of communication as an interview. The customer is interviewing YOU for the opportunity to sell them a vehicle. Customer Service practices need to be on display.

 

Example Conversation

Here is a great exchange between a sales professional and a customer. Danny may not have used grammar perfectly, but the manner of communicating paints him as a human and willing to help.

CustomerConversation