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Derrick Woolfson

Derrick Woolfson Business Development Manager

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Emails Are Here to Stay!




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!?

The first email you send (which I hope is not an auto responder) is your dealer's first impression. An impression that will make or break you. Remember, you are not the only store the customer has inquired with. So if they get a generic email that does not set you apart then you become an unopened email that sits in their inbox. All alone. Never read.

There has been a lot of discussion in the industry that emails are archaic and a thing of the past - the idea that no one reads emails anymore. While that might be the case one has to remember that there multiple types of emails. That is sales blasts, follow-up, Sales follow-up, Service Follow-up, Appointment Reminders, We love you reminders. You get the point.

The industry has combined all types of emails into one category, which in-turn has created a stigma that all emails are bad.  It is time to dissect what the industry is actually talking about, which is that people become desensitized to the average overused generic,  and boring, email. An email that does not answer their questions or offer them something they didn’t already know.

Think about it - what is the single most fake item on a lead submission form?! A phone number. But they gave you their email, which often gives you that subtle clue as to what their first name is - or in some cases their last name too!

The intro email has key components:


  1. Branding

  2. Appointment with Hook

  3. Self Promotion

  4. Brand Value

  5. Close

Here is a sample first email - this would be used for a first response. Where you called and it was a fake number


John Doe,


We sincerely appreciate the opportunity to earn your business here with us at (dealer). We do have the (insert vehicle) available. Speaking of available, are you available now or later today for a test drive?


Insert Inventory Option 1 (highlight or bold the sale price)


Insert Inventory Option 2 (highlight or bold the sale price)


Insert Inventory Option 3 (highlight or bold the sale price)


As a special thanks, John for taking the time to come in and meet with (sales rep) we will even give you a $25 gift card. (sales rep) is one of our top consultants and will offer you a fun, easy, & exciting experience.


Keep in mind, John - here at (dealership) it is about YOU - (insert value statements) - we look forward to speaking with you.


P.S. John - what is the best method to get in touch with you?


This email which uses the DSU guidelines has delivered. Customers have responded well to email. Giving up their phone numbers, booking appointments, and buying cars. Remember, the email needs to sell not only the dealership - it needs to sell YOU! People buy from people.


Catch me next week for the follow-up Email!


Chris K Leslie

Nice, easy and to the point. It don't get much cleaner than that. 

Brad Paschal

having a professional signature with a photo helps a ton.

Derrick Woolfson

I completely agree Brad! Also including links to reviews or awards! 

Derrick Woolfson

@ Chris - Right! Simple is often effective. 

Christine Skynar

make sure to not only check your spelling but to PROOFREAD...."what is the beth way..."

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