Automotive Internet eMail Templates For The First 72 Hours

Secret shopping automobile dealers often reveal poor responses or even the lack of customer's email requests being answered!  What is disappointing to me, is that most dealers do not have a process for following up with customers, or even worse, they have no guide for the first response.  As I secret shop dealer,s I am wishing that more would be able to, at minimum, handle the first few outgoing emails with a little charm. 

Even if a dealer is on their game, another issue that is more prominent.  I use all sorts of email services for my secret shops, but regardless of what is used (Google, Yahoo, AOL, etc.), most of the email responses from dealers go directly into spam.  

A process-oriented dealer who has good correspondence is still losing the spam battle.  This is a great topic for another article. Regardless of where the email leads to, dealers must write strong first emails.

Popular belief is that the auto-responder should be composed in text only, and have no links, pictures, etc.  The auto-responder may be the only email the consumer might read, so take the opportunity while you have it.  Why not have some significant content in the auto-response email?  Talk about the trade, current offers, and so on.  This may the your only chance to get in contact with the consumer.

The first email, which in most cases is a price quote, should be hand-written and include a second vehicle choice in the priced quote. If the email is a "New" lead, then put in a "Used" similar vehicle; vice-versa for a "Used" lead.  Autotrader.com says that 53% of car shoppers seek both New and Used vehicles. (Source 2011 Shopper Frame of Mind Study, KS&R and Autotrader.com).

Additionally, the General Manager should send out a follow-up letter within a 72-hour timeframe calling for an action from the consumer.

Below you will find the "First 72-Hour Follow-Up System" in 9 steps:

Day One

1.  Send Optimized Auto-Responder

Your auto-responder should go out immediately from the General Manager, or the GSM.

Elements of a good auto-responder:

• Sent immediately

• Directs customer as to what to expect

• Includes current campaign message

• Has a call to action for the trade

• Lets customer know your appreciation

• Proper salutations

• Full signature

Sample:

Subj: Auto-Response from [DEALERSHIP NAME]

Dear Mr. Smith,

Thank you for your interest in the [YEAR] [MAKE] [Model]. One of our Product Specialists will be responding to your request soon. If you do not hear from us within thirty minutes, please feel free to call me, [GM FIRST NAME] [GM LAST NAME], General Manager at [DEALERSHIP NAME] at [DEALERSHIP PHONE].

I would like to make you aware of the [DEALERSHIP NAME] Giant Year-End Close-Out Sales Event. With the help from the Manufacturer, along with our in-store aggressive pricing, you can lower your payment on a new 2012 [MAKE]. Many of our [MAKE] models are less than $189 per month. Please visit our New Car Specials page on our web site to review the offers, click here.

Additionally, we have special programs for customers that may have a vehicle to trade-in in forms of Bonus Cash. We also have special programs for recent College Grad’s, Military personnel, and Credit Union members. There are many ways to safe additional money on a vehicle purchase these days.

My personal goal as the General Manager at [DEALERSHIP NAME] is to ensure every one of our customers experiences exceptional customer service from my staff. I look forward to hearing from you and I truly appreciate your interest in our services.

Kind Regards,

2. Study The Lead

• 1. Study customer information by looking at the name, address, and email address
• 2. Look for customer comments, and ready yourself to address their question
• 3. Look at the vehicle of interest, and know the vehicle by physically looking at it
• 4. Look at the original source of the lead so you understand how the customer found you
• 5. Get your quote information prepared           

3. Call The Customer (if no number for lead, skip to step 4)

When you call the customer it is recommended that you use these templates:

• LIVE PERSON

"Hello, Ms. Smith, this is Danny Long calling from ABC Motors. I am calling to let you know that I am currently responding to your information request on a 2011 Ford Fusion. I want to let you know that if do not receive the e-mail I am sending you, please check your spam filter.  By the way, may I ask about the vehicle you may be trading in, and may I ask you a few questions to see if you qualify for additional special manufacturer discounts and savings?".

• VOICE MAIL

"Hello, Ms. Smith, this is Danny Long calling from ABC Motors. I am calling to let you know that I did respond to your information request on a 2011 Ford Fusion. If you have not yet received the e-mail I sent you, please check your spam filter. Another reason I am calling is because I wanted to talk to you about other manufacturer and dealer discount programs you may qualify for, and I would like to tell you about our special bonus offer on trade-in vehicles. If you have any questions, please feel free to call me back, or you can simply respond to my e-mail. You can call me at (800) 555-5555. Thank you"

If you reach the customer, great!  Make sure you follow up with a written email regarding anything you discussed over the phone, including pricing offers.  If you do not send the customer a follow-up email, they will forget who you are. 

When you leave a message on the customer’s voice mail, immediately send out the first excellent email when you are done.

4.  Send a Great First Email Within 20 Minutes!
      (It takes 10 minutes to research and write a first excellent email).

• Subject line identifying what you are sending (e.g. “Price Quote on 20XX Make Model Trim from Dealer Name”)
• Proper greeting salutation to customer: (hello, good day, Mr., Mrs., Ms.)
• Short introduction of yourself and the dealership
• State exact vehicle of interest
• Link customer to quoted vehicle
• Give clear MSRP/retail pricing and DISCOUNTED PRICE
• List an alternative New or Used vehicle with asking price. Link customer to vehicle
• Offer something for the trade-in
• Include short “why buy” about you and the dealership
• Thank the customer
• Proper closing salutation: Kind Regards, Sincerely, Best Wishes, etc.
• Spell check

Sample First Email:

SUBJECT:  ePrice 2011 Toyota Corolla XLE at Chumney Motors

Good Morning, Mr. Powell,

Hope you’re having a great day! My name is Danny Smith, Product Expert at ABC Motors. I received your inquiry about a 2011 Toyota Corolla XLE. This vehicle is our last 2011 Toyota Corolla XLE in stock!

MSRP: $20,279

ePrice: $18,488!

Mr. Powell, you then have a choice of either an additional $1,500 rebate or an APR as low as 0%!

In addition to the New Corolla you inquired about, we have a very nice Used one-owner 2010 Toyota Corolla LE with only 8,541 miles in stock for just $14,950.

By the way, we are in dire need of Trade-In vehicles, so we are interested in any trade you may have.  Click here to have your vehicle appraised by our online trade evaluation service, or call me for more information. 

Additionally, the manufacturer offers additional rebates and finance rates for recent college grads, and active and past military personnel, Credit Union members, and so much more.  I would be happy to assist in letting you know if you qualify for any of these additional savings.

Mr. Powell, let me know how I can be of further assistance. We pride ourselves in offering the highest level of customer service here at  ABC Motors.   And if you stop by our dealership, please be sure to ask for Danny. I look forward to working with you.

Best Regards,

Day 2

5. Call the customer in the AM and after 6 PM. (go to step 6 if no telephone number given)

***It takes on average 9.14 attempts to reach an Internet lead on the phone.* *(iMagic Lab Customer Study)

6.  Send an email requesting the consumer to look at your online reviews.

SUBJ: See What Others Think of <DEALER NAME>

Attention, <CUSTOMER NAME>!

<DEALER NAME> prides itself on being a quality <SALES MAKE> dealership here in <CITY>, but sometimes it's nice to read it for yourself, especially if you're thinking about buying from us. Take a look at the testimonials we’ve received and see just how satisfied our customers have been with their buying experience at <DEALER NAME>!

You also can come by our dealership anytime or check out our website at <DEALERSHIP WEBSITE> and find out just what all the excitement is about! Find the <SALES MAKE> of your dreams today with <DEALER NAME>!

Kind Regards,

7. Call the customer in the AM and after 6 PM (go to step 8 if no phone number)

Day 3

8. Send a challenge email from the GM or GSM
( I grabbed this idea from Pro Response and have used it for years)

SUBJ: <DEALER NAME> Has a Challenge for You

Dear <CUSTOMER NAME>,

A couple of days have passed since we were notified of your online inquiry here at <DEALER NAME>. My name is <GM NAME>, and as General Manager of <DEALER NAME>, I want to let you know that our interest in earning your business hasn't diminished one bit. You will find we are just as persistent in providing quality service after the sale, ensuring your complete satisfaction, as we are helping you with the selection of a vehicle.

I would like to ask a favor of you. Present me with a challenge that I would need to overcome for you to take delivery of the [Insert Customer's DESIRED YEAR/MAKE/MODEL]. It can be anything: trade-in value, price, terms, or perhaps a different vehicle that you were first considering. Allow me the chance and I'll get the job done!

Best Regards,

9. Call the customer in the AM and after 6 PM.

That's it! Use this plan of action or change it accordingly, but use it, and you will see a significant increase in responses from consumers.

Tony Weaver is an Internet Marketing and Automotive Sales Specialist.  He can be reached by contacting Chumney & Associates at 864-297-7022, or you can email him at tony@weaverautoconsulting.com.