After talking with a client this week about effective ways to answer email responses, I was reminded of a very important piece to the puzzle. Keeping it simple goes a very long way with how to start the lead response process off for many dealerships. In the initial responses don’t get caught up in sending the person more information than they need.
For instance, rather than try and sell a customer with an email about what a great business you are, simply give them the information that they are asking for in the simplest form possible.
If a shopper asks you for a price: Give them a price.
If a shopper asks you if you have a vehicle in stock: Answer yes or no. If no then tell them you can get one shipped to them.
If a shopper asks you for a price on their trade: Give them at least a range in what their trade is worth.
Today dealers are spending hundreds of thousands of dollars a year with their digital marketing. The effectiveness of those dollars ultimately comes down to how questions get answered both on the phone and in the email process.
A lot of times people ask me, “What would you do if it was your store and someone asked you to quote a price?” Not only would I quote a price, but I would quote the lowest price that I can to turn the online shopper into a customer standing on my showroom floor.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.