This week a wonderful thing happened.  I got to see real salesmanship in action.

Here’s the set-up: I only mystery shop Ford dealers, and I almost always mystery shop for an F-150.  But this week I got the wild urge to do something different.  I had two stores to shop so I sent the same request to both: the female shopper clicked the “Get  Info” button on a specific 2012 Ford Focus in the dealer’s inventory and, in the Comments/Questions box, wrote “Does this one have a sunroof?”

Here is how Store # 1 replied:

Mystery Shopper,

This particular Focus doesn't have the sunroof.  There are only a couple hatchbacks in entire country with sunroofs right now.  Is there any other design that  you want, or did you want me to notify you when we come across one?

Dealership Salesman

Ouch!  He pretty much shut me down, didn't he?  He said “No” to my question (This particular Focus doesn't have the sunroof), then told me “No” again (There are only a couple hatchbacks in entire country with sunroofs right now), then drove the ball back into my court (Is there any other design that you want, or did you want me to notify you when we come across one?). 
 
In this situation, the shopper’s path of least resistance is to simply hit “Delete” and walk away from both this dealership and further interest in the 2012 Ford Focus. :-(

So imagine my utter surprise and delight when, a few minutes later, Store # 2 replied like this:

Good morning Mystery Shopper!  

Thank you for your inquiry on the 2012 Ford Focus.  I did check the availability on this unit and as of now it is available.  We do however have customers looking at it, but no strong deals as of yet.  You asked if this unit had a sunroof, but it does not.  It is a beautiful vehicle and very well equipped for an SE.  I don't think you will be disappointed with the new Focus.  Have you have the opportunity to drive one yet?  If not, can you stop in this morning for a full demo and test drive or would this afternoon be better for you?  Please give me a call and I'll answer any other questions that you may have.  Thanks Mystery Shopper and I look forward to hearing from you. 

Dealership Salesman

Wow!  Same car, same shopper, same exact situation but two completely different replies.  Salesman # 2 is so upbeat and smooth and has so much forward momentum going that I’ve already forgotten about the sunroof.  He is selling urgency (…it is available.  We do however have customers looking at it) , he is selling the product (It is a beautiful vehicle and very well equipped…) and he is selling the appointment (Have you have the opportunity to drive one yet? ).  A three pointer!

In this situation, the shopper’s path of least resistance is to go with the salesman’s momentum and accept an offer for a test drive.  (In fact, I’ll bet if she was too busy to come to the store that day Salesman # 2 would bring the car to her home or office instead).

If I can find any fault in this letter (and, sadly, I must) it’s that there is no reference to price or price range.  So he loses a point for that, but otherwise, I think this is a great FQR (First Quality Response) letter.  Anyone agree?  Disagree?

I know without question that Salesman #1 was trying to be helpful and did not intend his reply to come off the way it did.  But, unfortunately, it did.
 
So here’s an idea: before we hit the “Send” button, let's pause and ask ourselves, “After he/she reads my email, what will the recipient’s path of least resistance be?  To bail on me?  Or  to go with my momentum?”

As my friend Ronnie Cohen used to say, “Are we making it easy for people to buy a car from us?”

###
www.ordiway.com/BestPracticesBlog.html 

This week a wonderful thing happened.  I got to see real salesmanship in action.

Here’s the set-up: I only mystery shop Ford dealers, and I almost always mystery shop for an F-150.  But this week I got the wild urge to do something different.  I had two stores to shop so I sent the same request to both: the female shopper clicked the “Get  Info” button on a specific 2012 Ford Focus in the dealer’s inventory and, in the Comments/Questions box, wrote “Does this one have a sunroof?”

Here is how Store # 1 replied:

Mystery Shopper,

This particular Focus doesn't have the sunroof.  There are only a couple hatchbacks in entire country with sunroofs right now.  Is there any other design that  you want, or did you want me to notify you when we come across one?

Dealership Salesman

Ouch!  He pretty much shut me down, didn't he?  He said “No” to my question (This particular Focus doesn't have the sunroof), then told me “No” again (There are only a couple hatchbacks in entire country with sunroofs right now), then drove the ball back into my court (Is there any other design that you want, or did you want me to notify you when we come across one?). 
 
In this situation, the shopper’s path of least resistance is to simply hit “Delete” and walk away from both this dealership and further interest in the 2012 Ford Focus. :-(

So imagine my utter surprise and delight when, a few minutes later, Store # 2 replied like this:

Good morning Mystery Shopper!  

Thank you for your inquiry on the 2012 Ford Focus.  I did check the availability on this unit and as of now it is available.  We do however have customers looking at it, but no strong deals as of yet.  You asked if this unit had a sunroof, but it does not.  It is a beautiful vehicle and very well equipped for an SE.  I don't think you will be disappointed with the new Focus.  Have you have the opportunity to drive one yet?  If not, can you stop in this morning for a full demo and test drive or would this afternoon be better for you?  Please give me a call and I'll answer any other questions that you may have.  Thanks Mystery Shopper and I look forward to hearing from you. 

Dealership Salesman

Wow!  Same car, same shopper, same exact situation but two completely different replies.  Salesman # 2 is so upbeat and smooth and has so much forward momentum going that I’ve already forgotten about the sunroof.  He is selling urgency (…it is available.  We do however have customers looking at it) , he is selling the product (It is a beautiful vehicle and very well equipped…) and he is selling the appointment (Have you have the opportunity to drive one yet? ).  A three pointer!

In this situation, the shopper’s path of least resistance is to go with the salesman’s momentum and accept an offer for a test drive.  (In fact, I’ll bet if she was too busy to come to the store that day Salesman # 2 would bring the car to her home or office instead).

If I can find any fault in this letter (and, sadly, I must) it’s that there is no reference to price or price range.  So he loses a point for that, but otherwise, I think this is a great FQR (First Quality Response) letter.  Anyone agree?  Disagree?

I know without question that Salesman #1 was trying to be helpful and did not intend his reply to come off the way it did.  But, unfortunately, it did.
 
So here’s an idea: before we hit the “Send” button, let's pause and ask ourselves, “After he/she reads my email, what will the recipient’s path of least resistance be?  To bail on me?  Or  to go with my momentum?”

As my friend Ronnie Cohen used to say, “Are we making it easy for people to buy a car from us?”

###
www.ordiway.com/BestPracticesBlog.html 

As one who launches three to four e-mystery shops per week, I get to see the marketplace from a perspective far different than the one I had when I worked at a store.  I’ve learned that a lot of what, in my selling days, I thought was good material actually contains a message far different from the one intended – and that the message that comes across is not always a good one. 

Judging by some of the follow-up emails I get from dealerships today, many stores still have the same unintentional communication difficulties that I had.  So, in the interest of industry service, I’d like to pass along some (admittedly subjective) constructive comments, observations and recommendations. Please read on if you’re interested.

Let’s first establish that within 24-48 hours of its arrival every incoming e-lead is going to fall into one of the following three categories: 

1). Responsive, 
2). Lurker (opens your emails but does not reply to your email or voice communications) or 
3). Black Hole (does not open emails, does not return phone messages). 

Every prospect gets a Day 1 email or emails, but it’s likely that only the Lurkers and Black Holes will get your Day 2 and onward emails.  Let’s talk today about those Day 2 and onward messages, then, as this is where things seem to fall apart.

Most Day 2 and onward emails my mystery shoppers receive, if they receive any at all, contain the following lines: 

   - “Why buy from us?”  (or its alternate version “Why buy from me?”)
   - “Just wanted to drop a quick note to see if I was emailing you too often?”
   - “At ABC Motors our goal is to provide you with the best ‘hassle free’ automobile purchasing and services experience available.”
   - “I realize that life is very busy and that priorities have a way of changing in the blink of an eye….”
   - “If you have already purchased another vehicle or are no longer looking please let me know so I can remove your name from my computer system.” 
    - “Perhaps you have not had time to answer my e-mail or phone calls regarding your vehicle purchase request.  It is very important that I speak with you.“
   - “Are there any other questions or concerns that we need to talk about?”

Do the above lines look familiar?  You bet they do, because they come directly from stock email templates that ship with every brand CRM tool ever made. These letters are still being used by dealerships everywhere.  The problem is, they are crap.  And here’s why: they do little or nothing to advance the sales momentum.

A long, long time ago we were taught that all prospects come to us seeking relief from pain, and that most have three gnawing concerns causing that pain: 
1) How to acquire the vehicle they believe they want or need to buy?
2) How to dispose of the vehicle they have to trade or sell?
3) How to acquire the money needed to make this all happen? 

So does it not stand to reason that our follow-up emails should be designed to address the prospects pain and provide relief (or the promise of relief) from that pain?   We can do that (and in the process lead the prospect down the path to the close) by providing opportunities  - opportunities for the prospect to acquire information and knowledge that will allow him/her to erase each pain area one at a time.  

Instead of “Why buy from me?” how about  “Do you have a trade-in?  Want to know what it is worth today?  A free, no obligation appraisal at our store takes only minutes.” 

Or, instead of “We promise you a hassle-free shopping experience” how about “Would you like to know in advance what kind of financing you can get at ABC Motors?  Just click this link, fill-out the credit app and we’ll get right back to you with answers”   These are but two examples.

Write your follow-up emails so that they advance the sales momentum – you can do it by giving the prospect value in each email - value in the form of opportunity – opportunity to acquire the information and knowledge that will erase his pain.

Your Lurker and Black Hole e-prospects will love you for it.

www.ordiway.com/BestpracticesBlog.html

As one who launches three to four e-mystery shops per week, I get to see the marketplace from a perspective far different than the one I had when I worked at a store.  I’ve learned that a lot of what, in my selling days, I thought was good material actually contains a message far different from the one intended – and that the message that comes across is not always a good one. 

Judging by some of the follow-up emails I get from dealerships today, many stores still have the same unintentional communication difficulties that I had.  So, in the interest of industry service, I’d like to pass along some (admittedly subjective) constructive comments, observations and recommendations. Please read on if you’re interested.

Let’s first establish that within 24-48 hours of its arrival every incoming e-lead is going to fall into one of the following three categories: 

1). Responsive, 
2). Lurker (opens your emails but does not reply to your email or voice communications) or 
3). Black Hole (does not open emails, does not return phone messages). 

Every prospect gets a Day 1 email or emails, but it’s likely that only the Lurkers and Black Holes will get your Day 2 and onward emails.  Let’s talk today about those Day 2 and onward messages, then, as this is where things seem to fall apart.

Most Day 2 and onward emails my mystery shoppers receive, if they receive any at all, contain the following lines: 

   - “Why buy from us?”  (or its alternate version “Why buy from me?”)
   - “Just wanted to drop a quick note to see if I was emailing you too often?”
   - “At ABC Motors our goal is to provide you with the best ‘hassle free’ automobile purchasing and services experience available.”
   - “I realize that life is very busy and that priorities have a way of changing in the blink of an eye….”
   - “If you have already purchased another vehicle or are no longer looking please let me know so I can remove your name from my computer system.” 
    - “Perhaps you have not had time to answer my e-mail or phone calls regarding your vehicle purchase request.  It is very important that I speak with you.“
   - “Are there any other questions or concerns that we need to talk about?”

Do the above lines look familiar?  You bet they do, because they come directly from stock email templates that ship with every brand CRM tool ever made. These letters are still being used by dealerships everywhere.  The problem is, they are crap.  And here’s why: they do little or nothing to advance the sales momentum.

A long, long time ago we were taught that all prospects come to us seeking relief from pain, and that most have three gnawing concerns causing that pain: 
1) How to acquire the vehicle they believe they want or need to buy?
2) How to dispose of the vehicle they have to trade or sell?
3) How to acquire the money needed to make this all happen? 

So does it not stand to reason that our follow-up emails should be designed to address the prospects pain and provide relief (or the promise of relief) from that pain?   We can do that (and in the process lead the prospect down the path to the close) by providing opportunities  - opportunities for the prospect to acquire information and knowledge that will allow him/her to erase each pain area one at a time.  

Instead of “Why buy from me?” how about  “Do you have a trade-in?  Want to know what it is worth today?  A free, no obligation appraisal at our store takes only minutes.” 

Or, instead of “We promise you a hassle-free shopping experience” how about “Would you like to know in advance what kind of financing you can get at ABC Motors?  Just click this link, fill-out the credit app and we’ll get right back to you with answers”   These are but two examples.

Write your follow-up emails so that they advance the sales momentum – you can do it by giving the prospect value in each email - value in the form of opportunity – opportunity to acquire the information and knowledge that will erase his pain.

Your Lurker and Black Hole e-prospects will love you for it.

www.ordiway.com/BestpracticesBlog.html

OK, the title of this story is intentionally cheesy, but rest of it is real.  I mystery shopped some Dallas Region Ford-Lincoln eCommerce Elite (Top 100 stores in USA for new Ford-Lincoln Internet sales) stores recently and was surprised to discover that their response processes are similar.  This piqued my curiosity, so I called my DMC teammate in southern California to ask him how the  #1 new Ford Internet sales store in the country does things.  Turns out they work much the same as the top Dallas Region stores do.  So what is the #1 Internet new car sales secret of the eCommerce elite 100 stores that I shopped?  They call.  And call.  And call.  And call.  That’s pretty much it.  I must admit, by the time a pleasant, friendly salesperson leaves four voice messages for my mystery shopper I have to answer or return the call, if for no other reason than I feel guilty ignoring them.  You can’t shut four phone messages out of your mind and pretend they never happened.  (Especially if they are compressed into a 4 or 5 day period).  I also now understand something a presenter said at a recent DDC: “Internet shoppers want to be courted.”  He was right.  When a salesperson is tenacious in his/her attempts to get through to my mystery shopper it earns my respect.  When I was an Internet salesman I hated leaving repeated voice messages.  One, maybe two calls and I was done.  I see now that I was also wrong.  Will blowing up a customer’s phone still be in style ten years from now?  It’s hard to say; though I doubt it.  But for today, while we are in the transition phase, it appears we have to cover our bases and employ all mediums, new and traditional.  Just the other day our program head in Dearborn told me recent studies say it takes four phone calls to get through to most prospects.  So there ya go.  The simple secret to Internet new car sales success: email + call + email + call + email + call.  (Let's save text messaging for another day).

OK, the title of this story is intentionally cheesy, but rest of it is real.  I mystery shopped some Dallas Region Ford-Lincoln eCommerce Elite (Top 100 stores in USA for new Ford-Lincoln Internet sales) stores recently and was surprised to discover that their response processes are similar.  This piqued my curiosity, so I called my DMC teammate in southern California to ask him how the  #1 new Ford Internet sales store in the country does things.  Turns out they work much the same as the top Dallas Region stores do.  So what is the #1 Internet new car sales secret of the eCommerce elite 100 stores that I shopped?  They call.  And call.  And call.  And call.  That’s pretty much it.  I must admit, by the time a pleasant, friendly salesperson leaves four voice messages for my mystery shopper I have to answer or return the call, if for no other reason than I feel guilty ignoring them.  You can’t shut four phone messages out of your mind and pretend they never happened.  (Especially if they are compressed into a 4 or 5 day period).  I also now understand something a presenter said at a recent DDC: “Internet shoppers want to be courted.”  He was right.  When a salesperson is tenacious in his/her attempts to get through to my mystery shopper it earns my respect.  When I was an Internet salesman I hated leaving repeated voice messages.  One, maybe two calls and I was done.  I see now that I was also wrong.  Will blowing up a customer’s phone still be in style ten years from now?  It’s hard to say; though I doubt it.  But for today, while we are in the transition phase, it appears we have to cover our bases and employ all mediums, new and traditional.  Just the other day our program head in Dearborn told me recent studies say it takes four phone calls to get through to most prospects.  So there ya go.  The simple secret to Internet new car sales success: email + call + email + call + email + call.  (Let's save text messaging for another day).