From Lead to Sold: A 5-Step Follow-Up Playbook for Dealers

Most dealerships spend heavily on advertising and lead generation. The real challenge, however, is not creating leads — it’s converting them. Research shows that a majority of sales opportunities are lost not because the leads were poor quality, but because follow-up was inconsistent, delayed, or too generic.

The solution is a disciplined follow-up playbook that ensures every lead receives timely, professional communication. Technology can help, but only if it’s designed for the realities of a dealership. That’s why Kenect’s texting and review platform has become a critical tool for dealers looking to streamline and scale their follow-up processes.

This article outlines a practical five-step cadence any dealership can adopt to turn more leads into appointments and more appointments into sold vehicles.

Step 1: Respond in the First Minute

Speed-to-lead is the single most important factor in conversion. A customer who submits a web form or clicks a marketplace ad expects a response almost instantly. Waiting even 10–15 minutes dramatically lowers the chance of booking an appointment.

• Kenect advantage: With Kenect, dealerships can send an automated but natural text reply within seconds of an inquiry. The customer is greeted, their interest is acknowledged, and an initial appointment option is offered before a competitor even picks up the phone.

Step 2: Qualify Quickly but Conversationally

Once contact is made, the next step is to qualify the lead without overwhelming them. Ask two or three natural questions: What model are they considering? Do they have a trade-in? What is their purchase timeline?

• Kenect advantage: Advisors can use pre-built texting templates in Kenect to ask these questions conversationally. Because the exchange happens over SMS, prospects are more likely to respond quickly compared to email or voicemail.

Step 3: Offer Two Specific Appointment Slots

Choice psychology matters. Instead of asking, “When would you like to come in?”, offer two specific time slots: “Would you prefer today at 4:30 or tomorrow at 10:00?” This creates a simple, low-friction decision that increases the odds of a confirmed appointment.

• Kenect advantage: Appointment invites can be sent directly via text through Kenect, and customers can confirm by simply replying. This reduces friction and cuts down on scheduling back-and-forth.

Step 4: Send Smart Reminders

Many dealerships lose appointments not at the lead stage, but at the show rate stage. A booked demo that never shows up represents wasted marketing spend and lost sales opportunities.

The solution is a structured reminder cadence:

• A confirmation on the same day the appointment is booked.

• A friendly reminder the day before.

• A two-hour reminder on the day of the appointment.

• A polite “Are you still planning to make it?” if no response is received.

• Kenect advantage: These reminders can be automated through Kenect, ensuring no appointment falls through the cracks while maintaining a friendly, customer-first tone.

Step 5: Follow Up After the Visit

The customer experience doesn’t end when the test drive is over. Following up after the visit reinforces professionalism, clarifies next steps, and keeps the dealer top of mind. It is also the best time to request a review.

• Kenect advantage: Kenect makes post-visit follow-ups seamless. Dealers can send a thank-you text, share a recap, and immediately follow with a review request. This not only improves close rates but also builds the dealership’s online reputation.

Putting It All Together

When executed consistently, this five-step follow-up cadence transforms lead management from a weak point into a competitive advantage. It is simple, repeatable, and measurable.

The challenge most dealers face is scale. Even the best sales team struggles to execute perfectly when lead volumes are high or when customers expect replies outside of working hours. This is where Kenect provides critical support.

By combining automation with dealer-specific workflows, Kenect ensures:

• No lead is left waiting more than a minute for a first response.

• Every appointment is confirmed and reminded without manual effort.

• Follow-up continues after the visit, strengthening customer satisfaction and generating more reviews.

Conclusion

Follow-up is where most sales are won or lost. Dealers who master it consistently outperform competitors who rely on ad-hoc processes. By adopting a structured five-step cadence and using a dealer-focused platform like Kenect to execute it, dealerships can:

• Increase appointment set rates.

• Improve demo show rates.

• Capture more positive reviews.

• Ultimately close more deals.