Increasingly, vehicle shoppers are relying on the level of expertise and customer service that dealers can provide. A national survey, which polled 25,000 Canadian vehicle purchasers, showed 53% rated personal contact with and advice from dealership sales staff as most influencing their decision to buy a vehicle in 2002. This was up from 22% in 2000. (Automotive News)
In working with our many hundreds of dealer partners nationwide, we’ve learned the best practices top dealerships use when it comes to closing leads and providing excellent service. Here’s Part I of the “Best Practices” that will maximize your success. Be sure to look for Part II in the July issue of the Dealix Dealer Newsletter.
Immediately - Send an Auto Response Email.
Set up your system so that when you get your leads, your new prospects receive an instant email reply from your dealership. This lets customers know that action is being taken on their behalf and that your dealership is on the ball. Keep your auto response email short and upbeat. Don’t leave it up to the customer to call you. Be sure to let them know you will be contacting them personally. Outline your process so they know what to expect:
Dear Paul,
Thank you for your inquiry through InvoiceDealers on the 2003 Mini from Joe’s Auto World. I will phone you within one hour to discuss your buying needs. Get ready for a great price and great service from the top Mini dealership. At Joes’ Auto World, we’re dedicated to providing you with a superior vehicle buying experience.
Because there are so many options and different packages available, it will be best if we can talk in person and design the best package for your needs.
If you haven’t seen it already, here is a link to our dealership Web site: www.joesautoworld.com. You can take a look at our available inventory.
I’ll give you a call soon, or if you’d like to contact me, I can be reached by phone at 800-903-1965 or by replying to this e-mail.
Sincerely,
Joe Dealer
Internet Sales Manager
Joe’s Auto World
800.903.1965
joedealer@joesautoworld.com
www.joesautoworld.com
Remember to pay attention to your Email Subject Line Headings. Let your recipient know what it’s about:
“Follow Up to Your Request for a Mini Coup”
Within One Hour – Call Your New Lead.
Respond by telephone to each lead you receive within one hour. Statistics show that hot leads cool off after just two hours. Customers will be impressed to hear from you at the exact time they’re thinking about the car they want. If you get them on the phone, ask them open-ended questions such as:
“What will you be using the F-150 for?”
“Why are you interested in hybrid cars?”
“How do you feel about convertibles?”
If you leave a message, always remember to speak clearly and slowly.
“Hi Elvis. This is Joanne Jones calling. I am the Internet Manager here at Joe’s Auto World and I am calling in response to your online request for a quote for a 2003 Cadillac XLR. We have some beautiful models in stock. I look forward to speaking with you and answering any questions you have. I will follow up with you tomorrow, or feel free to give me a call back at 1-800-903-1965.”
Make at least two to three attempts to reach your customer the first day.
Day One - Send a Value Added Personal Email.
Your next email to the customer should be a personal one from you. Offer hard value items such as a test drive arranged at their home or office and soft value items like upfront hassle-free pricing:
Dear George,
How are you today? As I mentioned in the voice mail I left you earlier, I am the Internet Manager here at Joe’s Auto World and I’m calling to follow-up on your request for a Prius. I would like to assure you that every interaction that you have with our firm will be honest and hassle free.
I'll make sure your purchase or lease is easy, handling as many of the details as possible by phone, fax, or e-mail, whichever you prefer. One thing many of our clients prefer is a home or office delivery to test-drive a new vehicle. We can also set up a time to discuss the optional equipment packages and factory incentive programs available. My job is to make sure I find the program and vehicle that best fits your budget and preferences. This is just one of the many standard services we offer to make your buying experience positive.
I also wanted to let you know, the weather forecast for this Saturday is excellent and Joe’s Auto World is having a barbecue! We’d like to invite you and your friends and family to come down and test-drive the new Toyotas.
I will follow up with you again shortly, or feel free to give me a call or reply to this email if you have any questions at all. Phone: 800-903-1965.
See you at the barbecue!
Sincerely,
Joanne Jones
Internet Sales Manager
Joe’s Auto World
P.S. Be sure to visit our Web site at www.joesautoworld.com where you can view our entire available inventory.
Day Two – Call Your Prospect Again and Rotate Your Call Times.
If you attempted to reach the customer in the morning on the first day, call in the evening on the second day. Make at least two to three attempts.
Day Three - Keep Calling and Rotating Your Call Times. Send a Choice Offering Email Combined with “Why Us” Facts.
Keep calling your customer and leave a voice mail. Send another personal email about a choice offering. Include “Why Us” facts that differentiate you from other salespeople and dealerships:
Dear Ringo,
This is Joe Jones at Joe’s Auto World. I just wanted to let you know about a special offer we have for the month of June: 0% financing and free travel miles with your service contract.
Joe’s Auto World has been family run since 1960. Last year we were awarded the Top Contributor to the Smith Town Elementary School Foundation award. We like to support our community in addition to seeing people in new cars! Our clients find our integrity and service second to none.
I’d love to have you come in for a test drive.
Sincerely,
Joe Jones
Internet Sales Manager
Joe’s Auto World
Next month, we’ll provide best practices and tips for keeping your prospects engaged until they’re ready to buy from you. Remember, the average Internet customer takes up to eight weeks to purchase (J.D. Power & Associates). We’ll show you how to keep those leads alive until they're ready to buy.
