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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.
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.
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.