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Derrick Woolfson

Derrick Woolfson Business Development Manager

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Thank You. No, But Thank You!




How many Thank You’s is enough? Do we say thanks so much that we become desensitized to what “thank you” really means? Its that word that puts you in the awkward moment where you say “Thank you.” to which the other says “No, Thank You.” and you finish with “No, but really thanks.” 

Where does it end? 

Well, the same idea of saying thanks too much applies to just how many times we say thank you to our customers via email.  Whether that is the first thank you at the store, thank you email after they leave, thank you review email, & finally the OEM email thanking them for their business - just where does it end?! 

Now mind you, yes, the purpose of saying “thank you” is to “thank” the customer. With the ulterior motive of soliciting that coveted five-star review. The review with the happy customer smiling to the moon and back saying how much they just love visiting your store. 

While we want to continue to thank our customers and in return capture their excitement towards your store - there are a better means of maintaining that! The first step is reviewing how and when your thank you emails go out. 

Check CRM for “Thank You” emails in the workflow - i.e. do you have auto templates set up? 
Email service providers - when is the email triggered? (most of the time it is after an R/O closes)
OEM survey email - usually ten days after service for brand specific vehicles - does your *previous* email let the customer know s/he will be receiving a survey?

Once you have reviewed what emails are sent out and when they are triggered - take an extra minute and review the content keeping in mind that the email can be short, sweet, and to the point. One of the most effective ways of sending out a thank you email is using the advisor's personal information - using their photo in the “thank you” template. 

The single template can cover - thank you, reviews, & OEM survey - I guarantee that condensing your emails will yield better results. In the meantime, check out your current open/opt-out rates - how many people opt out every email cycle? If the opt-out rate is high, then you are either sending too much content. And Remember, start small! 

When reviewing the email content make sure to take the time, and include those directly impacted by the project. Such as the BDC Manager &  Service Manager. So, Thank You!!! 

How do you say thank you?! How many thank you’s is too much??

David O

Be careful with templates... Consumers can see right through a non-personal generic email template and that could potentially do more harm than good. I practice having "REAL" Thank You's from the staff. This forces the staff to indirectly practice gratitude with this practice which helps us all in many more levels.   

Derrick Woolfson

I could not agree more, David! People want to speak with 'real' people. If you *must* use a template - then as you mentioned, be careful - make sure it isn't robotic, and as personable as possible. Making sure you do not send to many!! 

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