A Quality E-mail Process

We know that the internet is now an important part of the industry. Not only is important but it grows in importance everyday. Just like the baby boomers where the first generation in history to be dependant on driving. This generation and the ones to come will be dependant on internet and e-mail.


My wife was shopping for a vehicle online and we found out that only a few dealerships contacted us from a handful of internet e-mail inquiries.


Keep in mind people requesting information in new and used cars are skeptical about the authenticity of what they see in your website, especially in the used car department. All they want to know is if the car they see on the web is the car they will see in your dealership. Also if you received an e-mail inquiry at least five other dealerships will receive similar inquiries.


There are two things that need to happen with every inquiry. First answer the question and if available volley to the client’s objection: buying cycle, best price, one price, money, or machine. Reply as soon as possible, the sooner you answer the most likely you are to get a reply and make a good impression.


The following four days generate e-mails to the four personality types: Compliant, Influencer, steady, and dominant. How often does anybody take the time to send you an e-mail custom made for your personality? People respond so well to target marketing that they might reply just because they will feel you connected with them. Sometimes people are looking for a sign to know who to buy from and this personality aligned e-mail might just do it.


Why is e-mail such a unique tool to reach more leads? It doesn’t cost a thing. Unlike other sales processes a manager can review quality and timeliness easily. If you follow this process religiously there is no reason why you should not capitalize where so many other dealerships fail.


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