After releasing The Automotive BDC Manifesto, I began receiving tons of great emails from new BDC representatives. One-on-one coaching has quickly become my favorite part of working in this field. The best part about coaching reps is that I learn the common questions that plague everyone when they are starting.
One of these common questions is “how much follow-up is too much?”
We can all understand the worry behind this question. New BDC representatives are bound to be worried about “over-calling,” since the customers could conceivably get frustrated and complain.
The prospect of being annoying, and the consequences associated with that, can be daunting to anyone starting a role in an Automotive BDC.
Representatives always want to be undeniably likable, which is a great strategy, but they shouldn’t be scared of doing the follow-up.
I’m here to alleviate that worry. The following schedule is one that I have used, with almost no complaints, for years. It is comprehensive and effective, as it focuses on customers that remain unqualified during the first seven days after putting in a lead.
Note– this process is only for those customers that remain unqualified. If a customer picks up a call or returns an email, then turn off these templates and follow-up according to their wishes (and schedule).
The following process is effective at qualifying a large percentage of your inbound web leads.
The schedule assumes lead arrives in the morning.
Everything in Red Italics is meant to be replaced with the correct information based on the lead and your dealership. For example, where my email offers my “5% pledge” your dealership might offer a “free year of detail.”
Overview of daily schedule:
Day 1: 3 Calls, 2 Emails, 1 Text
Day 2: 2 Calls, 2 Email, 1 Text
Day 3: 1 Call, 1 Email
Day 4: 1 Call, 1 Email
Day 5: 1 Call, 1 Email
Day 6: 1 Call, 1 Email
Day 7: 1 Call, 1 Email
Day 1 (The Day The Lead Arrives to the Automotive BDC)
Email #1 (Send as soon as you receive the lead):
Subject: Andrei @ Audi Stevens Creek regarding the Audi A4 for Steve
Hi Steve,
The Audi A4 you clicked on (stock #42112) is available and in stock at my dealer.
I saw you requested an “e-price” for this vehicle, so I wanted to get you this information as soon as possible.
I do have time today at 5 pm to show you the car (after work) if you would like to come by.
MSRP: $51,995+ tax/fees
TrueCar Estimate: $49,150+ tax/fees
Our 72 Hour Selling Price: $48,995+ tax/fees
I’ve attached the window sticker of the vehicle you are interested in, and you can click here for the professional photos of the car.
This vehicle’s beige interior is unique in the market right now and another salesperson has an appointment to show the car this weekend.
Here at my dealer, we do offer five years of free servicing with your vehicle purchase and we have a free pickup service if you are coming to the dealer to buy the car by yourself.
I am looking forward to chatting more about this vehicle’s specifications and pricing. Let me know if you have time to come by today!
Sincerely, Andrei Smith
408-555-5555
P.S. This sale would be included in my 5% pledge – 5% of my commission from this sale will go to the Fistula Foundation to help pay for surgeries for women in need!
Email #2 (Send a few hours after the first email):
Subject: The Voicemail
I left you a voicemail earlier today at 415-222-2222. I am reaching out in regards to your interest in the Audi A4. I’d love to chat- here at Audi Stevens Creek we pride ourselves on being the absolute cheapest place to buy an Audi!
I’ll be calling again to try and reach you a little later. If you prefer to chat via email just respond to this email!
Sincerely, Andrei Smith -> Text or Call me @ 408-555-5555
Call #1 (Leave immediately after receiving the lead):
My name is Andrei Smith and I am calling from Audi Stevens Creek for Steve, in regards to your interest in the Audi A4 that you clicked on. Call me back at 408-555-5555. If I don’t hear back from you I’ll go ahead and give you a call around 5pm.
Call #2 (Lunchtime call):
DO NOT LEAVE A VOICEMAIL (three voicemails on the first day is enough to make any customer uneasy)
Call #3 (Leave around 5 pm):
My name is Andrei Smith. Guess I missed ya! I’ll just give you a call tomorrow if I don’t hear from you!
Send one opt-in text message alongside one of these three first day calls. The opt-in text will generally be a generic one required to be sent by your CRM system.
Day 2
Email #1 (send in the morning):
Subject: Grabbing Your Attention on the Audi (48 hours left)
Hi Steve,
The Audi A4 you clicked on (stock #42112) is available and in stock at my dealer.
I do have time today at 5 pm to show you the car (after work) if you would like to come by.
MSRP: $51,995+ tax/fees
TrueCar Estimate: $49,150+ tax/fees
Our 48 Hour Selling Price: $48,995+ tax/fees
Here at my dealer, we do offer five years of free servicing with your vehicle purchase and we have a free pickup service if you are coming to the dealer to buy the car by yourself.
Sincerely, Andrei Smith @ 408-555-5555
Email #2 (Send around 5 pm):
Subject: RE: the new car
Hi Steve,
I left you a voicemail at 415-222-2222.
I am reaching out in regards to your interest in the Audi A4.
I’ll be calling again to try and reach you a little later. If you prefer to chat via email just respond to this email!
Sincerely, Andrei Smith -> Text or Call me @ 408-555-5555
Call #1 (Call in the morning):
My name is Andrei Smith and I am calling from Audi Stevens Creek for Steve, in regards to your interest in the Audi A4 that you clicked on. Call me back at 408-555-5555. If I don’t hear back from you I’ll go ahead and give you a call around 5pm.
Call #2 (Call @ 5pm):
Andrei from Audi. Call me back at 408-555-5555. Need to tell you about a deal we have running!
Send 1 Opt-In text message alongside one of these two 2nd day calls.
Day 3
Email (send in the morning):
Subject: 24 Hours and 0 Minutes
Hi Steve,
The Audi A4 you clicked on (stock #42112) is available and in stock at my dealer.
Our 24 Hour Selling Price: $48,995+ tax/fees
Did you want us to bring you the car/send an Uber for you to pick you up/pay for your Taxi?
Sincerely, Andrei Smith 408-555-5555
Day 3 Call (Call @ 5pm):
Andrei from Audi Stevens Creek. Call me back at 408-555-5555.
Day 4
Email (send in the morning):
Subject: a poem for you…
Hi Steve,
Roses are Red,
Violets are Blue,
We can’t sell you a car,
If we never talk to you…
Sincerely, Andrei Smith @ 408-555-5555
Call (Call @ 5pm):
Need to get in touch about the car… call me at 408-555-5555
Day 5
Email (send around noon):
Subject: sorry
Hi Steve,
I wanted to say sorry.
I’ve been following up with you a bunch and I hope that isn’t pushing you away from responding.
It’s my job to get in contact with you to make sure we take perfect care of you.Check out our reviews @ this link.
Sincerely, Andrei Smith @ 408-555-5555
Call (Call @ 5pm):
Andrei from Audi. Call me back at 408-555-5555.
Day 6
Email (send in the morning):
Subject: HR
Hi Steve,
We have some awesome specials running right now on the car you are interested in.
HR is getting mad that I’m sitting on my computer all day emailing customers that don’t respond! Should I stop reaching out?
If you are still interested in the Audi– reply to this email. I hope to talk soon!
Check out our reviews @ this link.
Sincerely, Andrei Smith @ 408-555-5555
Call
I hope today is the day I hear from you! Andrei from Audi. Call me back at 408-555-5555.
Day 7
Email (send in the evening):
Subject: Termination of Active Follow Up
Hi Steve,
Since I haven’t been able to reach you, I’ll be removing you from active follow up. If you are still interested, please take the time to send me an email.
Sincerely, Andrei Smith @ 408-555-5555
Call
I’ll be removing you from active follow up if I don’t hear from you today. This is Andrei from Audi. Call me back at 408-555-5555.
Automotive BDC Follow-Up
The mantra “buy or die” is a bit crude, but there is a grain of truth to it. Your job in the Automotive BDC is to get customers into the dealership. You can’t do that if they stay unqualified.
That said, follow-up won’t always be successful. One of the best processes you can put in place is always to do a failure analysis when an opportunity doesn’t go your way. You may find that my follow-up process needs to be tweaked for your local community!
If you are looking for more content like this, check out my two books, The Automotive BDC Manifesto and How to Sell Cars on the Internet.
Also consider joining our Facebook Group!
