How to Implement a System for Converting Leads and Retaining Customers

Do you have the right system in place for converting leads into customers, and then from paying customers into staying customers?

If the answer is no, you’re not alone.  Many dealers fail to take a systematic approach to lead conversion and client retention.  But you definitely should.

First, you should identify any software needs to assist in automating the process.  The more you can automate this, the lower your costs will be.  CRM software is readily available at a relatively low cost, compared to the expense of doing it manually. Good customer-tracking software can be shared across multiple computers and can generate easily interpreted reports for the dealership’s decision makers.

Secondly, try to automate your follow-up process. Develop follow-up sequences for:

  • Direct mail – what do you send to prospects and customers?  Postcards? Email?  Letters?  This can be a very labor-intensive process or it can be highly automated. It’s your choice.
  • Autoresponder emails – Develop a series of email messages to be sent at regularly scheduled intervals that can convey your messaging in a timely manner to your prospects.
  • Scheduled text alerts – Develop a schedule of text alerts so that business opportunities don’t fall through the cracks.  uNotifi’s CRM system features a daily work plan for service advisors that alerts dealers to sales opportunities (service past due, service contract expiration, etc.) so texts can be sent to individual customers, resulting in increased service sales on a daily basis.

Thirdly, develop rules of engagement for a sales-driven dealership. Some things to identify from the outset are:

  • What is being said? – Know your key messages about your dealership, as well as information about your prospect’s needs.
  • Who is saying what? – Who are the principal contacts for prospects?  Is the task shared or centralized?
  • How often are prospects contacted? – Staying top-of-mind without being obnoxious is a delicate balance.