During the peak of any busy season, good customer communication with leads and buyers can be difficult, but quality customer service should never be an afterthought. As many dealers continue to struggle with employment shortages, it’s easy to get in the habit of constantly running at full speed just to keep up with the increased phone traffic related to the peak selling season. Luckily, there are a few ways to tighten up any dealership communication plans to accommodate the potential flood of high phone traffic and left messages. We’ll show you how to answer incoming inquiries even when you feel like there’s no end in sight, and why it’s important to always respond.

We know it’s hard to avoid letting outside events that you can’t control add to your stress while running your business. If you have a plan in place to handle inquiries from leads and customers, you will reap the benefits of high demand in your industry. And you can do this with excellent customer service!

Address Your Leads and Customers Directly

While consumers can be demanding at times, most are understanding if they’re informed. Humanizing your dealership or business will likely help your inquiries have some patience while you work to answer their questions. How you chose to address the issue and what information to divulge, is up to you.

Customer service sign showing business is open

What to Say to Your Customers

We recommend an “honesty is the best policy” approach. If you’re short staffed, say so. If you’re operating on limited hours due to economic effects, say that too. Let customers know your staff is working on reaching everyone, but it will take longer than expected to contact them. If you know it is taking your staff one to two business days to respond to inquiries, provide a rough “when to expect a returned communication” timeline. Customer service is all about communication. 

Where to Say It

Use your website’s home page slider or pop-up feature, social media pages, email newsletter, email autoresponder, and blog to communicate. Tell prospects and customers what’s happening at your business. An attractive, clean graphic and simple message can do the trick. Provide information such as limited hours, turnaround time for returned communication, or general information you want consumers to know. Create social media posts and pin them to the top of your pages so all visitors see the information. Use your email newsletter or even your blog to discuss the happenings of your dealership with your customers and leads.

Follow-Through on Customer Service is Key

So how do you juggle all the obstacles plaguing your business to serve your leads and customers? Due to the shortage of units and the fast rate they’re selling at, it’s even more likely people will call you prior to visiting. The buyer wants to make sure you have what they need before driving to your dealership—as it may be located far from their town or city.

If you’re busy and/or short staffed, you may not be able to answer every call or return voicemails in a timely manner. Your staff may even decide to not return a voicemail about a unit that’s no longer available. Instead, they will reach out to a lead inquiring about an available unit or service request. While that may seem like a good idea in the moment, we can all probably agree it’s just not good customer service. Customer communication in a timely and respectful manner is vital to all businesses. Lucky for you, there are so many ways to communicate with your leads and customers!

Clock with telephone receiver

Facebook Messenger

Facebook Messenger is a great way to ask customers to communicate with your dealership or business. Messages are available when your staff is available. It also allows your sales or management staff to field multiple messages at once. Also, because the messages are received from the business page, it does not have to be the specific employee answering the incoming inquiry. Any staff member with access to your business page will be able to provide exceptional customer service to inquiring leads.


Though most dealerships already have email addresses set up for information requests, you can direct leads and customers to use them more. Ask leads and customers to provide certain information on all website forms on your website or email inquiry posts on social media. This will help your staff respond more efficiently to each individual need, providing top notch customer service to every inquiry email. You can economize time sifting through the body of the email to figure out the reason for the inquiry by asking for the main details to be provided in the subject bar. This will help you get the message to the correct department and serve customers quickly.


Text Messaging

When email or Facebook Messenger is not ideal, text messaging from your website might do the trick! With how often text messaging is used every day, it may be the most natural way for your sales staff to communicate with leads or customers. Though text messaging seems less formal, allowing for free-flowing communication is better than your dealership leaving leads or customers hanging. These tools often allow you to send text messages to an unlimited number of phones, so any number of your staff can receive them.

Chat Feature

Much like a text messaging feature for your website, there are also chat feature options you can use on your dealership website. You can implement a chat bot to automate segmenting your leads to certain funnels, so they get to the right person on your staff. Live chat is also a helpful option that allows for a more personal feel when communication with incoming inquiries. Customer service is all about what makes the process easiest for your customer. Whether you use a chat bot or a live chat tool, inquiring customers are still receiving a response, and that’s good customer service.

Communication Can Be Restored

It’s no secret that the economy since 2020 has gone through many changes in almost every industry. Recreation-related industries have been some of few that have seen major growth and even benefits from COVID-19. While it seems funny to complain about “too much” business, it can be difficult to accommodate so many inquiring leads or customers. Add in shortages in staff and inventory, and you have the perfect storm for lackluster customer service. But there is always a way to navigate through to the bright side.

Don't Be Too Busy for Good Customer Service!

Being overrun with calls while understaffed is a thing of business owner’s nightmares. Not answering or returning a call from a lead inquiry or customer is not in any owner or managers playbook, and we know that. Get your customer service to a level that will keep leads and customers referring you to everyone they know! Want to learn how you can implement any of these services in your dealership? Speak to a dealer specialist today!

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