We’re conditioned to listen for that “ping” from your phone, so it’s no wonder 90 percent of texts are read within three seconds, according to a recent article from Phil Spagnoli, Regional Sales Director, Elead/CDK Global, published on the Digital Dealer website. Videos and texts go together like peanut butter and jelly. A perfect pair. Videos keep customers engaged and help build rapport. Texts deliver information fast and are hard to ignore.
Important: Remember you must obtain consent before texting customers. Under the Telephone Consumer Protection Act (TCPA), you cannot send messages to consumers unless they opt-in. Ignore this law and you’ll likely turn off customers and potentially face penalties.
It is baffling when employees say they can’t get customer consent. Are they asking for it? Just spit it out at the right time. For example, when a customer is standing in front of you, tell them you are going to send a text and will they please respond right away so the two of you can communicate faster and easier?
When you’re answering questions for a customer on the phone, ask if you can text them when you find more information or have some better pricing. Ask for permission, and follow-up with something of value so it’s a fair trade. Customers will go for it.
Once you have permission, don’t annoy customers with lengthy or irrelevant texts. Keep it simple with a few sentences and videos that are 30-second or less. Get too wordy and you may as well pick up the phone. Send long videos and your customers won’t watch them.
For more information on using video at your dealership, please reach out to Doug Thompson at VehiclesTEST.com (954-629-2242), or set up a demo with him.
