Each week I mystery shop dealership websites to see how they “greet” me online with their auto response email. The auto response provides the first impression and is an effective way for me to determine if they operate a productive Internet department. As sales people we are all taught the steps to the sale during our first days of training and the greatest emphasis is placed on the initial greeting because it sets the stage for the relationship. Unfortunately, most auto response emails are not an effective greeting for the dealership, and fail to arouse or motivate their audience. Too often the emails are sent with either too few or too many words and they offer no guidance to the customer. A poor auto response is better than a slow personal response, even if the personal response is enticing. Spend the time necessary to make your first impression a great one.
What is an auto response supposed to accomplish?
An auto response lets the customer know what they can expect when they work with your Internet department. In most cases, customers have submitted leads through third parties and have already received a standard reply of some sort from that source. As a result, your auto response greeting should acknowledge that your dealership will be handling the transaction. If your auto response is just a brief note with no benefit to the consumer then they may also regard follow-up responses much the same and not even open them. Don’t miss the opportunity to hit the ground running with an effective auto response welcome that causes the customer to want to open your follow-up emails.
Step 1 – Decide who you want to sign the auto response.
The auto response is designed to get the customer’s attention and welcome them to your dealership Internet process. If the dealer or the general manager is a well-known spokesperson for the dealership, it is a good idea for the initial welcome to be from him or her with a line endorsing your Internet team as professional and talented. This conveys to the customer that the Internet is a key connection to the dealership and the most visible person in the organization wants to personally say hello. A well-crafted message from the Internet manager/director or specialist works well too and helps to quickly establish them as the point person.
Step 2 – Use a subject line that is relevant to the customer.
People can receive a lot of mail from people and companies with whom they are unfamiliar. Normally we screen the email address and the subject line to see if they are safe and worthwhile to open. Since the lead you received typically comes from an aggregator of some sort that may be providing you the customer from one of the lead sources they work with. As a result, the customer may be surprised to know a dealer will be sending them an email with their dealership name in the subject line. If the customer is not expecting to see an email from your dealership they may not even open the email so it is best to make it relevant to the consumer with a generic subject line that says something like, “Response to your online vehicle inquiry” or “Information regarding your Internet vehicle request.” The customer will realize they asked for information on a vehicle online so the subject line is relevant and they are more likely to open the email.
Step 3 – Use your logo.
If you think of your email like a letter or a business card then you realize it should have your logo at the top. This identifies immediately whom it is from and starts the brand-building process.
Step 4 – Keep it brief.
Tell the customer as quickly as possible what you want to tell them and don’t waste their time. Graphics and bullet points work well and hold the customer’s attention better.
Step 5 – Describe your process.
Some of the most effective auto responses use a 1, 2, 3-type process description to let the customer know it will be quick and easy. For example:
- We are reviewing your request and will contact you within one hour by phone or email.
- We will confirm your specifications and schedule a time that is convenient for your test drive.
- During your test drive visit, we will provide your price, trade and financing information right up front so you can decide if you want to purchase the vehicle.
Step 6 – Provide a link to your website.
A link to your website is a great way to build brand and to establish your dealership as a great resource for your customer. A simple mention such as: “You can visit our website at www.kainautomotive.com 24/7 to review our updated inventory and specials.”
Step 7 – Sign it with complete contact information.
You have the customer’s attention at this point so make sure they know who they are working with by signing it with your complete contact information. If the dealer or GM is the sender make sure you include whom the customer will be working with and endorse their expertise. Consider providing a link with a map to the dealership for the customer’s convenience.
David Kain is the President and Automotive Internet Training Specialist for Kain Automotive, Inc. He can be reached by phone at (866) 546 - 3428, or by email at dkain@autosuccess.biz, or on the Web at www.kainautomotive.com.
