2017 was full of surprises, twists & turns. All of which offered a year full of new ideas and perspectives. Everything from email marketing in both sales & fixed-ops, customer video’s, email response issues, payments online, to the debate on email marketing and its relevance, texting with the good and bad side - to last but not least, the importance of responding to negative reviews online!
Here are the top posts! It has been an incredible year and I very much look forward to seeing what 2018 brings to the industry!
I am not sure what’s worse the customer reading an email and not responding or not reading your specially written email at all!
A no response lead can be taken personally. I mean you have just spent probably 5-10 minutes writing an email responding to the customer's inquiry. In hopes of their responding, setting an appointment, and purchasing a vehicle!
Before beating yourself up for not getting a response - you need to step back and ask yourself what did you say in the email? Did the customer ask a question you missed? Did you send inventory options? Did you send your current specials? Namely, did you email include a call to action? An action that sparked “FOMO” (fear of missing out).
I have seen several emails sent out that did not answer the customer's main question (which is often overlooked depending on where the “comments” are displayed in the lead), didn’t sell the dealership, no branding, - the list goes on!
There are two sides to every story. We live in a world where the customer is not always right. However, we know first-hand that it is ingrained in our minds that, well, “the customer is always right.” This is a slippery slope that leads to us chasing the customer that costs us thousands of dollars. The one that leaves hateful, irrelevant reviews.
That negative review though can also have a damaging effect on the brand. However, in retrospect, the customer will also look at your average rating. Sure there may be some instances where you have an off day. But that doesn’t mean that you shouldn’t respond to the review, and close the issue!
Have you ever found yourself writing what you think to be an incredible email to only realize that the lead did not have an email! It’s the worst. For real.
Whats even worse, though, is that most of the time we do not put enough thought into the email we’re sending the customer. Sending the customer a tangled mess of value statements, payments, sale price, self-promotion - failing to ask the customer for their business!
You have to ask yourself - why put that much effort into an email when you do not ask for the appointment!?
Texting is an integral part of business whether we like it or not. Texting is also not relevant solely because its what Millennials want, either. In fact, recent statistics have shown that the number of “click to call” continues to increase on mobile devices. A large part of that number is, in fact, millennials.
The fact of the matter is that our devices have offered a new means of communicating. And with a new means of communication comes the Fear of Missing Out, frustration, indifference, excitement, results, & issues - prompting the question - quite literally - what and how does texting affect the sales process? What is texting?
Convenience is a luxury. A luxury that many people seek. So why then haven’t we offered a simple solution that not only gives into the customer's expectations but also saves the dealer money too.
As of now, many customers are forced to pay for their services at the time of pick-up, which - in many cases - causes frustration, inaccurate discounts, and most importantly it results in an upset customer who just spent 100+ dollars - the customer who will destroy you on social media- what gives?
Progressive dealers are offering their clients a luxury amenity - one that s/he will remember - that is being able to pay his/her RO online!
Concerned? I get that, and security is a *key* concern for sure. But trust me, it is safer than the customer's credit application left in the employee lounge, or the driver's license and customer information left on the showroom floor.
Thanks for all the support this year! I am excited to contribute in 2018 Happy Holidays & Happy New Year!