Print this. Pin it where your BDC team sits. They’ll reach for it constantly.
The 3 rules of a first SMS that gets a reply
1. Under 90 characters
Short messages get opened. Long ones get scrolled past. If you can’t say it in 90 characters, you’re saying too much.
2. Name them + name the vehicle
Generic = ignored. Specific = opened. The customer wants to know YOU saw THEIR inquiry.
3. Ask a yes/no or single-choice question
Open-ended questions create work for the customer. Yes/no creates a reply.
Side-by-side examples
Internet form lead
❌ “Hi, my name is Mike from ABC Motors. I’m reaching out about your inquiry. Please let me know how I can help. Looking forward to hearing from you!”
✅ “Hey John, saw you checking out the 2026 Rogue. Want me to pull it up front for you this weekend?”
Phone-up lead
❌ “Hi this is Sarah from XYZ. We just spoke on the phone about your interest in our vehicles. Please let me know if you have any questions.”
✅ “Hey Mark — Sarah from earlier. The black F-150 with the towing package — still want me to hold it Saturday?”
Internet lead with trade
❌ “Hi! Thank you for reaching out to ABC Motors. We have many great options. When would be a good time to discuss your needs?”
✅ “Hey Lisa, saw the trade question on your CR-V. Quick yes/no — looking to drop in this weekend or next?”
Re-engaging stale lead
❌ “Hi, just following up to see if you’re still interested in a vehicle from us.”
✅ “Hey Tom, the model year change you were waiting on hit the lot last week. Want me to set one aside for Saturday?”
Service-driven sales lead
❌ “Thank you for your service inquiry! Did you know we also have great new vehicles available?”
✅ “Hey Dan, saw you’re in for service Tuesday. Worth a 5-min look at the new Rogue while you’re here?”
What “good” has in common
- Names the customer
- Names the specific vehicle (or specific topic)
- Has a question that gets a yes/no or single-word reply
- Sounds like a person, not a script
- Under 90 characters
What AI does automatically
Diablo’s S2L AI follows these rules every time. If your continuation rate (in the dashboard scorecard) is above 60%, AI’s doing this for you. If below 40%, your key notes are off — see Make AI sound like your store.
Why this matters even with AI
Even with AI handling first-response, your reps still send first-touch SMS sometimes — phone-ups, walk-ins, service handoffs. These rules are universal.
Most leads take 3 to 5 outreaches before they engage. If your first message is generic, messages 2–5 are uphill. Get message 1 right and the rest gets easier.
Diablo Academy · learn.diablo-ai.com