Texting is an integral part of business whether we like it or not. Texting is also not relevant solely because it's 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? 

Texting in its Primitive form 

One of the most important things I want to mention is that in no way has texting *replaced* all other aspects of communication. Instead, think of texting as an enhancing the communication you already have with your customer. 

Studies show that customers need an average of 5 touches before s/he is ready to fully engaged (i.e. securing the appt) with the average time to close the lead being four days. Think about it - you have emailed, called, and now what’s next? Another email or call? With 77% of leads coming in between the hours of 8-5PM* customers are shopping between regular business hours. They are at work, no?  I strongly encourage you to review your analytics -  looking at your busy times. What time are customers on your website shopping? 

If the busy hours are between 8-5AM, the customer might not be able to speak on the phone. Answering emails on their phones isn’t necessarily easy, either. Especially depending on how the email was sent and whether or not it hit their junk folder, no? 

The one thing that is sure to be seen whether s/he responds is a text message. That’s right. 98% of the text messages sent are read within two minutes*. The customer will have it on their minds, and until s/he deletes that message they will continue to see that message every time s/he opens their messages, which is an average of over 141 times a day! You get the picture. 

So if texting is the *hottest* mailbox - how do we approach it? How do we capture that market? What is that market? 

Often I think - in so many ways - we over think what texting is and should be. There have also been grave concerns over the legal aspects of texting - i.e. opt-in’s, CRM texting vs. personal phones, etc. But when you break down those instances whether it was a text or email there still would have been concerns with legal issues, no? 

That being said, I do offer that it is best practice to use a CRM platform to text your customers. Not only is this a safeguard compliant practice but it also provides the owner analytics behind the usage of texting. In addition to offering the ability to manage what your consultants are saying. It is not about being big brother. I mean, we record inbound phone calls - so why wouldn't we record texts? 

The best way to get started with texting (which I argue that your consultants are already texting using their mobile phones. Just ask.) is to use it as a means of confirming appointments or keeping the customers updated for their services if they’ve already opted in. 

Once you feel like you’ve got a handle on how your store is using texting you can educate, train and implement texting as another facet of communicating with your customers who are looking to purchase a vehicle! 

What are your thoughts on texting? How has texting changed the way your store interacts with customers - whether good, bad or indifferent? 

*please message directly for links to the studies

Service Appointment Integration - how does your DMS connect with the CRM?  do you use another form of software? If so, how do they connect? Do you have an accurate picture of your customer's account for both sales & service?

We spend so much time and effort booking service appointments! Whether that is online, by phone, text, or email but do we spend enough time tracking them? Do your systems even connect? Such as your CRM, DMS or Service Software?  If you have to take a moment to think it about - they might not be!

All too often in our industry, we have to have a vendor for each department - sales, service, and a system for accounting - the dreaded DMS, which of course houses all of the vital customer information. But are the appointments that are booked connected to both the CRM, DMS & Service software?

(the new trend for software is to move to an all in one platform CRM & DMS - this is the new way of handling a customer account)

Do the appointments go into the abyss? Do they go to your CRM for general lead submissions? Does anyone check that?

In our one dealership, we have three different systems to manage & maintain service appointments. After reviewing the CRM, we were able to add the appointment software they use to the CRM.  Linking the information together.

Another benefit in linking all of the appointments together was the ability for the service advisor to manage their schedules. Whereas before, the advisor might have - unbeknownst to them - overbooked their schedule. Not allowing them to offer the right level of customer service for the customer in the lane - leaving the customer in the lounge for far too long.

The problem with not having your software linked is the advisor is not able to see the complete profile of the customer. Having the complete profile of the customer allows the advisor to be more effective in working with the client. Especially given that is incredibly difficult if not impossible to remember everyone's name.

The customer, however, does feel more important when s/he is greeted by their name or acknowledged for their loyalty to the dealership. Something as simple as recognizing their loyalty can increase the dollars spent per RO leaving both the customer and the service advisor happy!

Are your appointments linked across your different systems? How do you track service appointments?

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??

There is a lot of conversation surrounding the appointment. Namely, how to ask for the appointment when corresponding via email. So much conversation that it becomes confusing - leaving you asking yourself where do I ask for the appointment?

It does not have to be as complicated as we make it, no? If the customer has inquired on a vehicle (especially for pre-owned), they have interest. So if they have an interest in the vehicle, and have not asked specifically to come in for a test drive (boy do we like it when they do!!), then we need to ask them!

Perhaps s/he has not set up a time to come in on the said vehicle because they are unsure of who they’d work with (planning just to stop in randomly), or they have inquired on three or four different vehicles. Forgetting which one they inquired on when you are calling, which is all the more reason to sell the appointment in the email!

We all know the customer who inquired online - the one that never answers your calls or texts - that shows up randomly is also the customer that becomes agitated because they were not waited on fast enough! That could have been avoided had we asked for the appointment. Making sure that we ask for it in the right way.

What we do not want to do is try to sell the vehicle online before the customer has test driven the vehicle. Making the customer feel as if s/he has to commit to purchasing that vehicle before their arrival, which makes them uncomfortable. Instead, we sell the opportunity to purchase a vehicle. Offering them a fast, fun, and hassle-free experience!

Here are some quick tips on how to ask for the appointment:

• “Thanks for your interest in (insert vehicle) we sincerely appreciate the opportunity to earn your business with (insert dealer). The (vehicle) is available. Speaking of available, are you available now or later today for a test drive?

• As special thanks for taking the time to come in for a test drive, we will give you a $25 gift card

• We have several excellent options available (Insert other options including vehicles others have viewed that are similar). Speaking of available, are you available now or later today for a test drive?

The appointment should be the focus along with your value statements. If s/he responds back with “I am not able to come in” objecting your email, then they might not have gotten the information they were hoping for, which means you have to start at square one and ask for the appointment again.

They might ask for price, availability, payments, etc. which allows you to start your needs analysis. Inquiring as to whether they want to focus on their payment or overall price range. Once you have answered their question, you can ask a question. Keeping the conversation balanced! This should lead to more appointments! Sounds simple, yes. But when we get busy and start hammering out emails to keep that lead response time low we often forget about the core basics!

How do you ask for the appointment? How do you handle objections via email?

Let's keep the conversation going on email templates! Has anyone had results yet?

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! 

Subject Line 

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)”

Main Body 

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? 

Click here to join the ongoing email templates conversation! 

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!