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Stephanie Young

Stephanie Young VP of Sales and Marketing

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Auto Sales Training: Communicate with Impact


Sales letters are important tools for interactive marketing, lead generation and nurturing sales opportunities.  In the age of digital marketing, usually one of the earliest experiences a potential consumer will have with an organization is some impersonal written for the masses word format.

Selling is like dating.  Imagine you are on a first date; would you present your best one-size-fits-all-this-usually-works-on-most-people romance package?  The only impression you would leave with you date is you are out to collect the whole set, all at once.  We all want others to understand our needs, wants and desires.  We want to purchase products and services that speak to those needs, wants and desires.  So how can automotive management train their salespeople to treat potential clients like their one and only and not cold and lonely?  Below are some sales performance training hints on how to guide your sales staff to write an effective sales letter that speaks to the needs, desires and wants of your prospective clients:


Identify your target audience:  Try to imagine the needs and wants of a desirable customer.   Think of what kind of problems or pains that consumer faces and how your products and services can make their lives easier.  This will help make the email your write persuasive and not impersonal.

Be confident:  Start with a strong and compelling subject line.  Introductions should be powerful and gripping, so that the reader is encouraged to read the rest of the copy.  Use active voice and stick to powerful action verbs.  Do not assume that the reader knows what to do.  Encourage the reader to take the next step with clear instructions.  The writing should be as action-oriented as possible, including what action steps you want your reader to take.  Do not be vague.  The confidence in your Service/Products should be reflected in your writing.

Make it personal: The most effective way to communicate with patrons is in a casual and friendly tone.  Be professional, but not too formal.  Personalize as much as possible.  Many email programs will allow you to insert names or other personal details into your content using a variable tag.  Use them!

List features, benefits and value: When describing Service/Products, start with listing the features of your Service/Products and how those features translate into benefits.  Show the buyer how they can benefit by using your Service/Products and the value to their lives by doing so.  Personalize content and provide ownership by using the word “you” often.  The facts stated in your sales letter should be 100% accurate.


Give your existing clients a voice: Include customer testimonials, video links or other media that demonstrates the value of your Service/Products and the skills of the salesperson.  Give your raving fans the microphone and encourage them to shout from the roof tops your praises!!!  These clienteles not only become a valuable Marketing tool, but also a great impression on the personal side of the Service/Products offered.


Include a salutation:  Thank potential shoppers for their valuable time.  Provide all necessary contact information.  Multiple channels of contact (email, phone, social media, etc.) give your next consumer a convenient pathway to reach out on their own terms and preferences.  When responding to them, make note of the pathway they reached out through.  That conduit is often the best route to connect with that client.


Double check:   Edit your correspondence before sending.  Check for spelling, grammar and punctuation errors.  To ensure your content sounds personal, read out loud and include the personalized data from the variable tags.  If the words do not sound like a conversation you would have with a customer face to face, go back and edit until they do.  The goal is to make the content reflect a conversation and not a speech for the masses. Four ears and eyes are better than two.  Read your content to a peer using their personal information for the variable tags.  Watch their reaction and ask for their feedback.   If they do not react or give you feedback as if they had sat down to have a chat with you over lunch, an edit is in order.  Make sure they are able to follow any instructions provided without coaching.  If they are unable, then you may need to clarify your instructions during your edit.


Like many tasks that start off as challenging but over time become easy-breezy, the job of writing effective correspondence will eventually become a joy over a chore.  The greatest reward comes from closing the gap between seeking customers to creating clients and recruiting raving fans.


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