Critique My Internet Sales Process - 1st Response

Stephen Brown
I'm not a salesman. Never had the knack for it. Marketing on the other hand? I'm great at it. However, next month will start my 8th as the Internet Manager, and while I have learned alot (with much help from sites like these, and people like you) I have never truly excelled. I have met the 10% close benchmark every month, but am looking to really exceed it these next two months. I have some newbies starting soon, and before I train them I wanted to get your input on my process: AutoResponse (see below) Send Qualifying Questions email Send Price Quote email Call Customer Follow Up The last is by far the weakest. Hopefully, the salesperson can get in contact with the prospect and the lead will take a life of its own, but if they can't it usually doesn't get past the 1st call. Having my time split 3 ways (I also do Marketing and Rentals/Service Loaners) makes it difficult to follow the salespeople closely. I need ideas for templates that I can install as part of the process that makes it easier for me to evaluate how they follow my process and does a better job of eliciting a response out of the prospect. Here is my initial response which I am sure can use some tweaking: [INSERT CUSTOMER FULL NAME], Thank you for contacting Volkswagen Springfield. Someone will be contacting you with an email and phonecall within 3 business hours. As the Internet Manager, I promise you a great deal with a responsive knowledgeable salesperson, and to not clog up your inbox with useless emails. I will be following up in a couple of days to get your take on how your experience with Volkswagen Springfield has been, but as always, feel free to reach out to me via the information below. Thanks again [INSERT CUSTOMER FIRST NAME]! Best, Stephen Brown Internet Manager 703-451-2381
Lindsey Auguste
Hi Stephen, is that the only information they can reach you by? These days, it feels like if someone leaves a phone number, they don't really want to be that accessible. How would you feel about putting your Twitter handle or even just reiterating your email address? That might create a more approachable feel.
Marc McGurren
Stephen, Congrats on a 10% closing rate when you "aren't a salesperson"! HA! That's probably what makes you a good one. I think just about all of our times are split and definitely is a hectic job - but you are on the right track. There has been discussion whether an automated first response is even necessary. IMO it is - I have quite a few customers call me directly from the first response emails that we send out. To help you along - I don't like the verbiage "I promise you a great deal" - it seems to get your air finger guns up slick car salesman talk. I know what you are trying to say - but its a little too salemanish. I always like to sign off with "I look forward to exceeding your expectations" - b/c truly that is my goal and seems to illicit good feedback from the customer. Overall - it serves it purpose and other than what I mentioned - I think it works. Hope that helps... mm
Gary Sanders
Stephen, I will start by saying I do not have the perfect process, but one thing I recently stopped was sending Auto Responders. Your Auto responder stats...."As the Internet Manager, I promise you a great deal with a responsive knowledgeable salesperson, and to not clog up your inbox with useless emails” You promise not to clog up there inbox, but you just did with an email that lets them know we you are going to send a second email. See if your CRM can only send out the auto responder after hours or when you are closed. Also, (as I was taught by Gary May @imacsweb) if you keep the auto responder, get rid of “I”. Instead of…….”As the Internet Manager, I promise you a great deal with a responsive knowledgeable salesperson, and to not clog up your inbox with useless emails. I will be following up in a couple of days to get your take on how your experience with Volkswagen Springfield has been, but as always, feel free to reach out to me via the information below” **Change to…… "At Volkswagen Springfield, YOU can expect to work with a responsive, knowledgeable salesperson that will work with YOU at your pace. We understand it takes time to make the right vehicle purchase and we wanted to let you know that we are here for you. Also, please look for a personal email from me just to say hello and personally Thank You from the team at Volkswagen Springfield.” Hope this helps.... Gary Sanders twitter @sandersgary
Daniel Boismier
Stephen, we have had success by including welcome message video in our Auto Response. We believe it adds a personal touch. If you copy and paste the link below you will see one that we use for our Infinti store. http://www.suburbaninfinitioftroy.com/dealership/manager-welcome.htm Just an idea in addition to the others.
Kevin Bookbinder
Stephen, I use "Thank you for the opportunity to earn your business" as my opening line to the auto responder (AR). I also fed back the info I received; in the template build feature of your CRM there should be this functionality mine looked like this INSERT or ....etc.... If you send an autoresponse that speaks to the details of their inquiry you should see an uptick in initial response rate. I am always amused by customers that responded to the AR with: "Wow Kevin thanks for that fast response" lol idk why but it is just funny to me.... Also I think your phone call needs to move to the top of your list. People that are ready to buy a car answer when you call and the first dealer to make a good impression is in a position where it's there deal to lose. Finally I agree whole heartedly with Lindsey if you aren't a twit yet become one. One thing I did that seemed to work was this (925) 575-0948 (Cell) (text capable (if not preferred..LOL:-)) grated selling VW's in the sf bay is part of it. May not work in all markets- Finally tip of the hat to Marc as well for pointing out that the best salesman don't "see" themselves as sellers! Keep it Up! Your doing the right things!

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