Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
Derrick Woolfson

Derrick Woolfson Business Development

Exclusive Blog Posts

A Chance to Lean Out the Collision Repair Department

A Chance to Lean Out the Collision Repair Department

The pandemic recovery effort has started and states have begun letting their citizens participate in more activities. Traffic has been increasing, and …

MDP 049 | The Darkest Timeline with 360Booth's Jay Smithweck

MDP 049 | The Darkest Timeline with 360Booth's Jay Smithweck

#TheDarkestTimeline #360Booth #Vroom #VDP #DigitalRetailer   Join David & David with Special Guest 360Booth's Jay Smithweck talking Comm…

How to Earn an A for Your BDC | KPI Cafe Season 5 Bonus 1

How to Earn an A for Your BDC | KPI Cafe Season 5 Bonus 1

In this bonus episode of the KPI Cafe, Josh Mitchell, BDC Director for Hubert Vester Auto Group, sits down with Host Dane Saville to discuss a few of the m…

Service Writer Training: People Skills Your Customers Will Love

Service Writer Training: People Skills Your Customers Will Love

Service writers do a lot of things. But, of all the things they do, the most important is managing the relationships with your customers. That’s not an e…

Master Class Homework Packet: HCM Business Plan

Master Class Homework Packet: HCM Business Plan

For those of you in a Master Class, You’ve just learned about creating a Human Capital Management business plan and how it can systematically help…

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!! 

 Unlock all of the community & features  Join Now