Guest Blog Post from:
Scott Pechstein, @autobytel
Technology has changed the way people communicate with each other. Over the decades, communication channels have evolved from the Pony Express, to the postal system, to fax machines and email capabilities. Today, there are myriad ways for people to communicate with each other, including social media.
The most significant communication evolution is mobile, and one-to-one texting leads the way in prevalence. Numerous studies compare the frequency of text messages sent and received versus the number of inbound and outbound phone calls. The younger population represents a staggering 21:1 ratio of text messages to phone calls, yet the 55+ population represents a sizeable 3:1 text-to-call ratio. The bottom line? Consumers of all ages prefer texting.
A key factor contributing to the growth of texting is the growth in smartphone ownership, and the automotive industry is realizing its benefits, with an average 63% of smartphone owners using their device while on a dealership lot. When it comes to lead generation, text leads are arguably more convenient and unobtrusive than traditional web-based leads. Texting offers immediate, convenient, and interactive two-way conversation, while enabling consumers at a competitor’s lot to text you with questions as they “showroom” other stores.
Capitalizing on the popularity of mobile usage and in particular, texting, is a business priority for dealers today. However, texting in a non-compliant manner without proper programs in place that integrate with your CRM tool to store dialogue and manage opt-ins and opt-outs is risky. Hefty fines tied to new TCPA guidelines make it critical for dealers to implement proper techniques that ensure compliance and keep text leads within a CRM environment – not on a salesman’s personal cell phone device.
Texting – the right way – is the best way to engage today’s car buyers. It’s proving to be an excellent communications tool for service customers too.
Learn more at Scott Pechstein NADA Workshop:
Text and Engage with Today’s Changing Consumers
1/22/2015 12:15pm – 1:30pm 3011W
1/23/2015 10:30am – 11:45am 3024W