In the ultra-competitive automotive business, following up with unsold showroom traffic is crucial for maximizing opportunities. Often, a customer leaves without purchasing but remains in the market, visiting other dealerships or reconsidering their options.
This presents a golden opportunity to re-engage, build rapport, and potentially turn the visit into a sale.
To make follow-ups impactful, leveraging a multi-channel approach—through video messages, text messages, phone calls, emails, and voicemails—can improve response rates and customer engagement.
However, for best results, outsourcing this task to a third-party Business Development Center (BDC) is a wise strategy. Let’s explore how each method plays a role and why outsourcing is the key to success.
BLURB: “If you had to pick one thing that kept you from moving forward, what would that be?”
Time is of the essence when following up with unsold showroom traffic. Studies show that customers are most responsive within the first few hours after leaving a dealership. Waiting too long might mean they’ve already purchased elsewhere or lost interest. Ideally, dealerships should follow up within two hours, especially if the customer continues shopping that day.
However, follow-up should extend beyond the immediate moment. A well-structured cadence can last up to 30 days—or until the customer asks to stop. Reaching out multiple times over this period allows your dealership to stay top-of-mind and capture sales from customers still considering their options.
Relying on just one communication channel, like phone calls, can lead to a low response rate. By integrating multiple touchpoints, dealerships have a better chance of making meaningful connections with customers. Here’s how to maximize each method:
Text messages are a vital part of any follow-up strategy, especially since answer rates for phone calls can be low. Customers tend to check texts more frequently and are more likely to respond. The key is keeping the message short and personalized. A simple, “Hi [Customer Name], thank you for visiting [Dealership Name]. How did your experience go and is there anything we can assist you with?” opens the conversation without eing intrusive.
Video messages are a game-changer. They create a personal, visual connection that makes your dealership stand out. A quick 30-second video thanking the customer for their visit, summarizing their vehicle interests, or highlighting a new offer can leave a lasting impression. Customers appreciate the effort and are more likely to remember the interaction compared to a standard text or email.
Emails are another essential touchpoint and can be used to inform the customer about upcoming calls or updates to their inquiries. Starting the follow-up process with an email or text also softens the approach, so when the phone call arrives, the customer is more receptive. Make sure your email is friendly, personalized, and not too long—just enough to remind the customer about their visit and encourage them to engage with your dealership again.
Phone calls offer a personal touch and allow for two-way conversations, which can reveal a lot about the customer’s buying intentions. However, as mentioned earlier, customers may be hesitant to share their true thoughts with the same salesperson they worked with in the showroom. This is where outsourced BDCs shine. A third-party agent can approach the follow-up more objectively and neutralize any pressure the customer may feel, resulting in more honest feedback.
In cases where the customer doesn’t pick up the phone, a voicemail is a great way to leave a professional, polite message that conveys your commitment to their satisfaction. Keep it short but encouraging: “Hi [Customer Name], this is [Your Name] from [Dealership Name]. I just wanted to follow up and see if there’s anything we can do to assist you with your car search. Feel free to give me a call back at [Phone Number].”
One of the biggest reasons dealerships should consider outsourcing their follow-up efforts is the objectivity that third-party agents bring to the table. Customers often feel more comfortable sharing their honest thoughts with someone outside the dealership. This avoids potential conflicts or awkwardness that can arise if they’re speaking to the salesperson who initially assisted them.
An outsourced BDC creates a layer of separation, fostering a more open and candid conversation. This helps your dealership gain insights into the customer’s experience—whether there were concerns about the price, vehicle selection, or customer service. Once you know the true reason they didn’t buy, you can make more informed decisions on how to win them back.
Additionally, outsourced BDCs bring expertise in handling follow-up processes. These agents are trained to maximize appointment setting, nurture leads, and turn cold prospects into warm ones. They’re familiar with the cadence required to keep customers engaged and have access to a variety of communication tools—whether it’s email, text, phone, or video.With their dedicated resources, they can ensure that follow-ups happen promptly and consistently, without placing additional strain on your in-house staff. This efficiency, combined with a greater likelihood of capturing an honest customer response, makes outsourcing follow-ups a smart choice for dealerships looking to close more sales from unsold showroom traffic.
Following up with unsold showroom traffic is a vital part of converting leads into sales. By utilizing multiple communication channels—texts, videos, emails, phone calls, and voicemails—you increase your chances of re-engaging with customers. Timing is critical, and the faster you follow up, the better. However, to truly maximize the effectiveness of your follow-up strategy, outsourcing to a BDC offers the best chance to gain honest customer insights and nurture leads without the bias of the initial showroom interaction.
Incorporate these strategies, and watch as your dealership converts more unsold traffic into happy, loyal customers.
Contact our MysteryConcierge for a free mystery shop of your store to analyze how leads are handled.
