Post by Paul Rogers
As you respond to incoming purchase requests (leads) from the Internet, there is a critical factor that you need to keep in mind – Relevancy. By focusing on making every response relevant to that particular customer you will be able to establish two-way communication much more often, improve your Response Survey scores and, most importantly, SELL MORE NEW and USED CARS and TRUCKS!
First you need to ask yourself – “Are all of my email communications relevant to the needs of this specific customer?” Many ISM’s use generic email templates to respond to incoming purchase requests… especially on the initial response. THIS IS A BAAAAAD PRACTICE! Some of these generic templates even ask the customer what kind of vehicle they might be interested in!
Put yourself in the mind of a customer for a minute. You’ve decided that it might be time for a new car. You’ve done your research. You’ve decided that Toyota makes a car that might meet your needs. You may have even spent 15 minutes online configuring the exact car that you would like to own. You finally work up the nerve to send your name and contact information to a car salesperson. And what do you get back for your efforts?
“What kind of Toyota are you interested in?” This response is not relevant to what the customer is asking!
Why do you think that beer companies sponsor hockey games and not figure skating? Relevancy! Both are sports, both happen in the winter, on the ice and both use skates. But research shows that hockey fans are beer drinkers and beer drinkers don’t typically watch figure skating! That’s relevancy in a marketing message.
If you want to sell more cars; if you want to actually talk to more customers; heck, if you want your customers to even remember that they have been communicated with by an actual person from your dealership… YOU MUST MAKE YOUR EMAIL RESPONSES RELEVANT TO THEM!
Before you make that first email response please take thirty seconds and read the lead. You are looking for things such as:
– What kind of car are they requesting?
– How specific is their request?
– Have they owned a Toyota before? (Trade-in)
– Is there something unique about their email address? (Sports fan, hobby, employer, etc.)
– Comments or questions in the purchase request
– How close are they to my dealership?
Then, when you reply, be sure to mention something to your customers that makes the response relevant. Of course the two things that almost all customers want to know and the two most relevant answers that you can give in your initial response are… ‘Do you have it?’ and ‘How much is it?’
From now on – be certain that every email response that you make is relevant to your customer’s needs. Analyze the incoming request, answer the two important questions and, more than anything else, BE RELEVANT!
As you respond to incoming purchase requests (leads) from the Internet, there is a critical factor that you need to keep in mind – Relevancy. By focusing on making every response relevant to that particular customer you will be able to establish two-way communication much more often, improve your Response Survey scores and, most importantly, SELL MORE NEW and USED CARS and TRUCKS!
First you need to ask yourself – “Are all of my email communications relevant to the needs of this specific customer?” Many ISM’s use generic email templates to respond to incoming purchase requests… especially on the initial response. THIS IS A BAAAAAD PRACTICE! Some of these generic templates even ask the customer what kind of vehicle they might be interested in!
Put yourself in the mind of a customer for a minute. You’ve decided that it might be time for a new car. You’ve done your research. You’ve decided that Toyota makes a car that might meet your needs. You may have even spent 15 minutes online configuring the exact car that you would like to own. You finally work up the nerve to send your name and contact information to a car salesperson. And what do you get back for your efforts?
“What kind of Toyota are you interested in?” This response is not relevant to what the customer is asking!
Why do you think that beer companies sponsor hockey games and not figure skating? Relevancy! Both are sports, both happen in the winter, on the ice and both use skates. But research shows that hockey fans are beer drinkers and beer drinkers don’t typically watch figure skating! That’s relevancy in a marketing message.
If you want to sell more cars; if you want to actually talk to more customers; heck, if you want your customers to even remember that they have been communicated with by an actual person from your dealership… YOU MUST MAKE YOUR EMAIL RESPONSES RELEVANT TO THEM!
Before you make that first email response please take thirty seconds and read the lead. You are looking for things such as:
– What kind of car are they requesting?
– How specific is their request?
– Have they owned a Toyota before? (Trade-in)
– Is there something unique about their email address? (Sports fan, hobby, employer, etc.)
– Comments or questions in the purchase request
– How close are they to my dealership?
Then, when you reply, be sure to mention something to your customers that makes the response relevant. Of course the two things that almost all customers want to know and the two most relevant answers that you can give in your initial response are… ‘Do you have it?’ and ‘How much is it?’
From now on – be certain that every email response that you make is relevant to your customer’s needs. Analyze the incoming request, answer the two important questions and, more than anything else, BE RELEVANT!
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