Keep a test-drive enquiry moving

Keep the vehicle interest attached to the lead

A name and phone number are a poor substitute for the actual request. Capture the vehicle or stock reference, enquiry type and preferred branch where relevant. If the campaign promotes a range, ask what the person wants to know rather than assuming a specific model.

For a Cape Town dealership campaign, a practical starting brief is to separate test drives, stock questions and trade-in conversations. This is an example of how to organise the campaign, not a claim about local demand or dealership performance.

Check the promise in the first reply

The customer’s email acknowledgement can explain that the team will confirm the next step. A configured WhatsApp reply from Digital Platforms can share useful information or a brochure. Ensure the material matches the campaign and is still current.

Stock availability, finance terms and appointment times need confirmation by the dealership. Do not write an automatic message that says a booking is confirmed when no one has checked it. A helpful reply should make the next conversation easier.

Route to the salesperson who can act

Decide whether the enquiry goes to one salesperson, a team allocation or the agreed rotation. A branch-specific campaign may need a different handover from a general dealership enquiry. Keep the rules understandable so the team knows who should respond.

A custom CRM connection can deliver mapped details into the receiving system. Confirm required fields and the destination’s acceptance rules during setup. Give the salesperson the original vehicle interest as well as the contact details.

Record the difference between contact and a booking

Use the live sheet to filter enquiries, record notes and mark follow-up outcomes. A note should say what happened and what remains to be done: “brochure sent; customer asked for a call tomorrow” or “test-drive time to be confirmed”. These are examples, not real customer records.

Choose a consistent meaning for “converted”. Some teams use a confirmed appointment as a campaign milestone; others track a sale. Agree the meaning before reporting results so two people do not record different events under the same outcome.

Use a short pre-launch checklist

A single test enquiry can expose a missing stock reference, the wrong recipient or an unclear acknowledgement. Check the complete journey with fictional details before turning on the campaign. Recheck after changing the form, routing or destination system.

Start with the channels the team will actually monitor. Email, managed WhatsApp, CRM delivery and the live sheet have different jobs; choose them to support a clear sales process, then review results with the people doing the follow-up.

• Advert and form describe the same offer.
• Vehicle interest and branch reach the salesperson.
• Customer messages avoid unconfirmed promises.
• A person owns the next action.
• Notes and outcomes are reviewed with campaign performance.