Database Reactivation

Automotive · 5 minutes

Intent: They inquired once and the acquisition cost is already paid. Most were never properly worked.
Objective: Find the ones for whom something has genuinely changed, and contact only those.
Context: Original inquiry, what happened, whether consent is still valid, and what has changed since — inventory, rates, their equity position.
Don't: Blast the list. Contact anyone whose consent has lapsed. Use the word “reconnecting.”
Next step: Segment first: never contacted, no-show, lost to a competitor, trade inquiry, finance decline, past customer. Each gets a different reason.
Escalate: Expired consent → the record is excluded, not re-permissioned by assumption.
Measure: Conversations per thousand records. Cost per appointment against new-lead cost per appointment.

THE EXCHANGE

Rep

Two years ago you looked at a Tacoma and the payment didn't work. Rates have moved and your truck's worth more than it was — want me to run both numbers? If it still doesn't work I'll tell you.

Every playbook ends in a conversation. A playbook without dialogue is a memo.

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