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!
P.S. I too have been guilty of missing a question, which is why I spent an extra minute making sure I answer it correctly!
There isn’t per se the “GOLDEN” email, or all dealers would be using it by now. What you can do however is be relevant and make sure you take the time to read the lead before sending the email. Here are some key elements that will assist you in getting a response!
There is a course in DSU that explains in great detail on how to write a subject line. While putting the sale price, emoji’s, or special characters seem fun - it lessens the chance of the customer clicking the email as it resembles spam.
Keep the subject line short, and to the point! Here is an example:
“Be One that Saves, (first name)”
The first thing you need to do is review the lead making sure you have looked to see if the customer has left a question or comment. Not answering the customers' questions can be a turn off resulting in their deselecting your store.
If the customer has asked a specific question be sure to reiterate their question when answering it. Once you have answered, the question asks for the appointment. Next, you will build value in your appointment by selling your dealership. Creating an image of what your customer can expect if they chose to do business with you.
Inventory should also be highlighted - per DSU you should insert up to three options. Make sure that there are real photos (refrain from stock photos as the customer might avoid it) and include options that others have also viewed pertaining to the inquired on stock number.
Closing - Last Impression Value Statement & Special Offer
Customers often forget about maintenance. They are so focused on the sale price because that is the most relevant subject to them during the “purchase” process. So if we can build value in the sense that we also take care of them after the sale, it builds brand value, which is invaluable in today's market.
Let the customer know that your service techs are certified, and unlike big box stores, your team has to be brand specific certified. Not to mention, the customer might receive a membership of sorts by servicing at your dealership. Such as rental cars, free oil changes, or service rewards.
Offer the customer a coupon. Something that stands out. Do you use a coupon a gift card? Trust me. I know the eyes of the manager's roll when you say those words as they will argue about having to work that back into the deal. But the customer just wants instant gratification. That’s all. That Instant gratification can result in an appointment, which can lead to a sale!!
How do you handle a no response email? What works for you?