Guides
How to build a dealership lead follow-up process
A practical way to capture, assign and progress vehicle enquiries without relying on memory or scattered inboxes.
In short
Put every enquiry in one queue, assign an owner, record the customer's question and preferred contact method, then set a clear next action. Follow-up works when the team can see what is waiting, who owns it and when it needs attention.
Most missed enquiries do not look dramatic. A message lands in the wrong inbox, somebody assumes a colleague replied, or a promised call-back has no reminder. A lightweight process closes those gaps without turning every conversation into admin.
Bring enquiries into one working view
Capture enquiries from the website, marketplaces, phone calls and messages in a shared queue where possible. At minimum, record the vehicle, customer name, contact channel, question, time received and source.
Assign one owner
Every open enquiry needs one current owner. Ownership can be reassigned, but two people should not both assume the other is responding. Use a visible status such as New, Contacted, Awaiting customer, Appointment booked, Won or Closed.
Answer the actual question first
Start with what the customer asked, then add the most useful next step. Avoid generic blocks of copy that ignore availability, condition, part exchange, viewing or collection questions. Reusable templates should be a starting point, not the whole reply.
End with a next action
Record a specific next step: call at an agreed time, send requested images, confirm an appointment, or follow up on a stated date. "Waiting" is not a next action unless it includes when the team will check again.
Keep the history on the lead
Notes, calls, messages, appointment details and outcome should remain attached to the enquiry. This lets another team member help without making the customer repeat the conversation.
Review the queue, not individual inboxes
Use short queue reviews to find unassigned leads, overdue actions and appointments needing confirmation. Close duplicates and clearly mark enquiries that are no longer active so the working list stays useful.
Follow-up checklist
- Source and vehicle recorded
- One current owner
- Customer question captured
- Preferred contact method noted
- Next action and due time set
- Outcome recorded
Frequently asked questions
How quickly should we reply?
Set a response target your team can meet consistently, then monitor exceptions. A fast incomplete answer is less useful than a prompt, relevant one.
How many times should we follow up?
Use a small, documented sequence and stop when the customer asks you to or the enquiry is clearly closed. Keep the process respectful and relevant.
Can we use templates?
Yes, for structure and common information. Personalise the opening, answer the actual question and check every detail before sending.
What should happen when the owner is absent?
Reassign open actions through the shared queue so coverage is explicit rather than assumed.
Related resources
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