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Jon Quade

Jon Quade Performance Improvement Consultant

Exclusive Blog Posts

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Keeping Up with the Joneses in Quick Lube

Keeping Up with the Joneses in Quick Lube

More than half of all sales customers will abandon your dealership’s service department in the first year. It’s a widely varying statistic &nda…

It Has Never Been Easier To Be Average

It Has Never Been Easier To Be Average

It has never been easier to be average. This post was written by Jay Acunzo, who will be speaking at the upcoming DrivingSales Executive Summit in Octob…

The Price Dance: Email Inquiry Edition

Like a rock star in a mosh pit, the automotive email inquiry is a slippery animal- especially when it comes to dealing with price. The email medium demands complete transparency; yet dealer selling cycles usually require tactful discretion. What’s a dealer to do? Navigating "the price dance" can be tricky, but it can be done. Read on to see how to handle this common lead scenario like a stone-cold pro.

 Hi Julio, Bye Julio: How to Lose an Automotive Email Lead in 2 Minutes

The Customer: Julio

The Request: “I want your best price and payments on one of your new, top-line extended cab pickup trucks.”

The Response: “I’ll need a little more information from you in order to quote you an accurate price – when would you be able to come in to discuss your new truck?”

The Outcome: You never hear from Julio again, despite multiple emails on your part.

The Lessons:

 1) You have no control over customer re-engagement when email is your only contact choice.

2) If you don’t respond to customers’ email questions clearly and concisely, they will think you are trying to hide something from them (regardless of whether you are or not).

 Solution: The Three Wishes Approach

Instead of quoting Julio a singular price, give him three prices: one on the vehicle he’s inquiring about, one on a lesser-equipped version of that vehicle, and one on a similar pre-owned vehicle. With emails, you must appear to be transparent in your responses.

 Bonus tip:  Follow up an email response with a phone call wherever possible.

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