First account: We had 100 generic keywords, each placed on a car with medium sized print next to the information sheet and a couple "deals of the month" had large print on the windshield. During this testing phase I had him send me the information that he wanted for each car to limit his involvement and basically get him to agree to it. I set the account up as an information-only account, which means the end user texting in was not opting into anything just receiving a response to the inquiry and the number can NOT be contacted back by text. (Less information needs to be shared with the user) This just emails him the phone number of the lead and which car the lead is interested in.
The texts we were sending back on this account looked similar to this:
All power and leather, Keyless entry and remote start
MP3 play w/display
Premium sound w/10" sub
Free year of XM radio w/this text
The idea was, for anyone that is like me and doesn't want to be bothered by a sales person while looking at a car, they stop by after hours, peek through the windows and get specs off of the information sheet. Now they have the ability to capture the lead by sending additional information via text.
I had planned on grabbing about 5-10 leads per month and approaching him with the cost of $500 for 100 cars. It didn't work quite that way! The first two weeks we were setting everything up so I didn't keep any of those stats. Over the next month he received on average 2 new leads per night with one Saturday night grabbing a high of 7 leads. This gave me great ammunition in my quest for selling him the package.
After the first full month running the campaign, I sat down with my friend and said "It worked even better than I had projected". He nodded his head almost in disgust of being wrong (he didn't believe people came to his lot after hours) then slid me a check across the table made out for $1200. I asked him "What is this? We haven't discussed a price yet". Apparently when he talked to his manager about the program he was told that "they would not spend a penny more than $200 per converted lead!" 62 leads turned into 6 sales and I was smiling with a new way to approach this. Sell the lead!
Oddly enough they are willing to pay $300 on the used car lot and we have just implemented this same program on that lot. On the used cars we will be only offering the price by text...more stats on this to come!
Here's the idea for approaching the next car lot! Sell them the leads at $10 each and $200 per converted lead. That's $1820 using this scenario and my cost to set this up is less than $150 after I made a deal with my provider but normally only $200 a month; roughly $1600 a month income from one car lot.
Anyone have any ideas how I can tweak this or obstacles I might run into selling it? Could you sell it like this? Please share your thoughts!