Best Practices for Surviving the Cellpocalypse

By Mike Martinez

Calls to mobile phones are high­ly reg­u­lat­ed and with the Fed­er­al Com­mu­ni­ca­tions Commission’s recent rule changes pur­suant to the Tele­phone Con­sumer Pro­tec­tion Act, deal­ers need to get seri­ous about obtain­ing pri­or express writ­ten con­sent before Octo­ber 16, 2013, to avoid the risk of los­ing the right to con­tact almost 45 per­cent of your cus­tomers!

Among the impacts of these new reg­u­la­tions is the effec­tive pro­hi­bi­tion of the use of tech­nol­o­gy (like your CRM sys­tem or call­ing tech­nolo­gies also used by your BDC provider) to call those mobile num­bers with­out the express, writ­ten per­mis­sion of the con­sumer.  Most deal­ers don’t real­ize it, but with the rapid adop­tion by con­sumers of mobile phones as their pri­ma­ry phone num­ber, 45% of the num­bers in the “home phone” field of the aver­age dealer’s DMS are actu­al­ly mobile phone num­bers.

So what’s the best way to survive this Cellpocalypse?

Be proac­tive and devote an entire call cam­paign to the col­lec­tion of express writ­ten con­sent. Accord­ing to a recent DMEau­to­mo­tive 500 record com­mu­ni­ca­tion con­sent study, “Keep Call­ing,” 65 per­cent of cus­tomers con­tact­ed gave their con­sent for ongo­ing calls to their cell phones when asked. This could be the dif­fer­ence between a full or emp­ty sales and ser­vice dri­ve come next Christ­mas!

You can also ded­i­cate email-mar­ket­ing cam­paigns to edu­cate your cus­tomers and ask for their con­sent as well. Link the email cam­paigns to a web­page where cus­tomers can pro­vide pri­or express writ­ten con­sent. Make sure to clear­ly state the ben­e­fits they’ll receive in return for giv­ing you their con­sent. Just be sure that you are keep­ing and main­tain­ing records of your con­sents because the bur­den of proof is on YOU.

If you want to sur­vive the com­ing Cellpoca­lypse you must start obtain­ing writ­ten con­sent NOW, or pre­pare to lose this vital chan­nel of cus­tomer com­mu­ni­ca­tion for­ev­er.

Mike Mar­tinez is Chief Mar­ket­ing Offi­cer of DMEau­to­mo­tive can be reached at [email protected].

*The infor­ma­tion pro­vid­ed here­in is for edu­ca­tion­al and infor­ma­tion­al pur­pos­es only and should not be con­strued as legal advice. Read­ers should always obtain the advice of inde­pen­dent legal coun­sel relat­ed to their own spe­cif­ic and unique cir­cum­stances.




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