Page 22 - On The Move - Volume 16, Issue 4
P. 22
The crucial missing step in many automotive sales efforts is follow-up.
It’s been proven. An article in Wards cited research by NADA that found:
• 75% of prospects Your best opportunity for sales is the
who come to dealers’ business behind you, those that you’ve
showrooms depart without already talked to and whom made the
buying. decision to buy later. That’s what you
• 90% of buyers did not get are chasing with follow-up. An effective
follow-up contact after follow-up strategy includes multiple steps
leaving the dealership and forms, one of which is email. While
without making a email will never replace personal contact,
purchase. it can be effective. Send emails after the
• 90% of the prospects initial follow-up call, especially if you left a
bought somewhere within message.
a week.
How to Write Effective Emails
1. Pay attention to your writing. Ensure that there are no spelling or grammar errors.
2. Keep emails clear and concise. Help your customers understand the message and the benefits
so they want to set up a meeting.
3. Never use templates, but if you do, be sure it doesn’t look like a template when it goes out.
Use the format or a flow you like but personalize it. Always check to be sure you take out any
placeholders like, “Insert Name Here.”
4. Remind the customer when you met, what you discussed, and how you left things.
5. Provide a summary of your meeting. Include benefits that relate directly to their specific
needs, wants, and desires.
By Richard F. Libin, FOR EXAMPLE, emphasize space, reliability, and safety to a customer looking for a family car.
Talk about fun and freedom with undertones of quality and economy with new empty-nesters.
President, Automotive Profit Builders
After all, empty-nesters may still be paying their kids’ tuitions.
Author of the book “Who Knew?”,
6. Make it easy for them to respond. Use a clear subject line and a specific call to action. Include
APB.cc, rlibin@apb.cc your phone number and invite them to call or text.
7. Include an article or new information that helps them decide on a vehicle.
8. Never flag your email as urgent or high priority.
9. Don’t be cute or funny. It will backfire. Transferring cute or funny into words may not always
come out the way you meant it or the way it does in person.
20 www.maada.com
