There is nothing more frustrating for the Internet/BDC Department (or for your sales team) than receiving a bunch of new leads... every single day... that provide hope and promise of sales. And then... the ghost you worse than your ex. 

How do you get the ghosts of Christmas e-leads past to actually respond to you? 

Here are some sure-fire ways to get people to not only read your emails, but to actually respond, and to WANT to respond.... backed by science!

1. Social Proof: 

Peer pressure is the oldest trick in the book, and still one of the smartest. It accounts for why emails have higher open rates when sent to multiple people, and higher response rates when mentioning other stakeholders at the company. Because when it comes to decisions - like whether or not to reply to someone’s email - we take cues from other people. 

What does this mean for you? 

If you let your customer know there have been MULTIPLE OTHER INTERESTS in the vehicle they are looking at, they are WAY more likely to get back to you!

2. Provide a Reason (because I said so) 

A study performed by Harvard social psychologist Ellen Langer found that people were more willing to comply with a request (in this instance, cut in line) when people used the word “because.” Even when the reason was seemingly nonsensical (i.e. “Can I use the copy machine first because I need to make a copy?”), nearly all (93%) people complied.

What it means: When you ask someone to do you a favor, you’ll be more successful if you provide a reason. Because (see what I did there?) yes, in today’s world of 24-7-365 communication and mile long to-do lists, answering an email from someone you don’t know is a favor.

Can you do me a favor and let me know if tomorrow would work for you?

3. You've been going back and forth with someone for WEEKS now. Then suddenly... they're MIA. Won't return your phone calls... Nothing. What's your next move? 

You throw in the frog. (or something funny you have nothing to lose)

In an experiment by O’Quinn and Aronoff, participants were assigned to “buyer” and “seller” roles and asked to negotiate the price of a painting. Half of the sellers received instructions to use the line “my final offer is $_, …and I’ll throw in a pet frog.” This led to relaxation, smiles, and increased compliance, with buyers agreeing to pay significantly more money than when the frog joke was not used.

What it means: When you make someone smile, they relax. Humor can help break down objections and win over an otherwise unreceptive audience. 

4. Chose Numbers Wisely

Let’s look at three quick tips that can increase your chances of getting your email opened and keeping their attention long enough to get a reply, all backed by science.

Include digits in the subject line. Numbers written out as numerals (i.e. 33 as opposed to thirty-three) have been shown to stop wandering eyes of online readers, making it more likely that your email will get noticed in an overcrowded inbox. 

Use statistics and data. It makes you appear more credible. (Dealer rater)

Remember: Three is the magic number. Numerous studies have proven that the brain likes to be presented with three choices, whereas four choices may trigger skepticism and anything higher than that can lead to confusion. Try breaking your email into three (short) paragraphs, offer three options for meeting times, or describe your product using three adjectives.

5. Keep it Short and Simple 

Be concise. So it should come as no surprise that it’s the soul of effective emails, too. Drawing from data culled from five years of emails in an executive recruiting firm, researchers found that shorter emails result in quicker response time, leading to higher overall productivity.

What it means: Don’t waste their time. Be considerate of your audience and use spacing, numbers, bulleted lists, etc., to visually break up your message so that it’s easy to digest and take action on.

6. Use Their Name More Than Once 

Remember that a person’s name is, to that person, the sweetest and most important sound in any language. -Dale Carnegie

Dale wasn’t kidding. “Few things light us up quite like seeing our own names in print or on the screen,” explain the folks at Copyblogger, citing recent research on brain activation. “Our names are tied to our self-perception and make up a massive part of our identity. No surprise then, that we become more engaged and even more trusting of a message in which our name appears.”

What it means: Personalization is key. Try catching their eye by placing their name in the subject line — i.e. “Hi Jim, it’s Brad from Capital GMC.” Asking for a reply that requires more than a simple yes/no? Throw in a simple “Thanks for your time, Jim” to closeout

7.  Don’t forget the subject line is likely the most important

How many emails do you get in your personal inbox a day? Dozens? Hundreds? You need to stand out in an already overcrowded inbox full of junk. Do NOT use the same subject line EVERY time you are “following up” because why would they open it if they think they’re getting the SAME email? 

Use RE: - it’s a trick to make them think it’s a response to something THEY sent YOU.

And finally...

8. ANSWER WHAT THEY ASKED. 

Nothing will piss off a prospective buyer more than using manipulative tactics to try and snag the appointment while avoiding the questions they asked. If you don't provide numbers over the phone or via email, they will simply shop somewhere else. 

Happy emailing! 

You hear it all the time... the internet sells the car. With online being the driving force behind the primary stages of customer purchases, your online presence is wildly important to ensure your automotive marketing efforts don't go on deaf ears.

Using Search Engines and Google My Business 

Before they even make it to your site, your customers will be searching for you. Search tools are key, the right keywords specific to your busy, and a mobile-friendly search optimization page is key to a seamless experience to find your dealerships information at first glance. Google My Business with your locations address, directions, and reviews will be one of the things that your customers see first - make sure you have a high Google Rating, you respond to all negative and positive reviews, your information is correct and easy to see, and that a customer can easily find, and view you. 

Your Website 

You've completely lost the game before you started if you don't have a simple, easy to use, mobile-first website. The more you cram your website with drop down options, long, information-heavy homepages, and difficult to use websites... your customer is closing that browser and going somewhere else. Flashy is fine, but it has to be simple, user-friendly, and again, mobile-first.

360 Views 

Ever growing in popularity are 360  views of vehicles in place of the 30+ photos dealers are used to. Programs like "Spin Car" allow a customer to visually see, touch and spin around every vehicle before they see them. This is your best marketing for your buck. Taking them on a visual, yet virtual tour of the vehicle so they can exactly what they want to be is marketing at your customer's fingertips. 

Social Campaigns

We talk a lot about the value of social media, and how it can boost your sales, but social is an easy, relatively low-cost way to drive sales, and the best part is your customers are likely already doing a lot of it! You can get a huge benefit from trial and error in terms of geotargeting Facebook campaigns according to age, and area and easily keep track of where your best leads came from, and what to change for next time. 

Provide Added Value 

Why do you only need to contact your customer when you want them to buy something? Why not share with them the importance of Apple Car  Play, or why you should change your wiper blades? People like subscribe to things that add value to their lives... don't always make it about the next sale. 

Everyone Like's To Feel Special 

Personalized discounts, personalized emails based off what customers are looking at, or when they were last in go a long way... instead of blanket marketing to your database try and go model specific, or sperate out sales vs service... or even better... make it as personalized as possible. No one can deny the emotional attachment of seeing your own name light up on the screen, with your own information offering something specific to you.  

It's no surprise that digital is taking over the world (literally) so it should be come as no surprise to you that as the world goes digital, videos will increase your car sales. 

In our automotive group, we send a 60-120 second video for everyone prospect who sends in an online, or phone request, and we are pushing to do the same for walk ins. Our closing percent on all accounts skyrocketed once we implemented the video rule, and now, online requests makeup 60% of our dealerships sales. We can't take credit for this, as the stats are out there for anyone to see. 

Google tells us that 65% of shoppers watch 30+ minutes of video in their research phase. AutoTrader tells us that 20% of customers are more likely to  click on your ad, not if you have a great price, but - you guessed it - if it contains a video! 

How we do it is simple - take any inquiry, on any vehicle (new or used) and shoot a quick 30 second - 1:20 video. On your smart phone. It's that simple. Introduce yourself, and create attachment for a customer - we are all human, and the minute we have connected with someone, we feel inclined to shop from them, as opposed to someone else. We make each one personalized speaking to each individual customer, and answering any question they had on the inquiry. After this, we do a quick highlight of a few key features that makes the vehicle unique, and that customers love (we always focus on infotainment!); we showcase the interior, exterior, and we will point out any vehicle blemishes. People love honesty, especially in today's car world, so we find this is something that our customers really, really love. We remind them of our location, our dealership name, and a contact number and voila! Video is uploaded, and sent across. 

We know this works, because customers write back, and tell us! We are consistently getting praise for going above and beyond, and showing them videos! 

"The sights and sounds in videos elicit emotional responses that text or still photos can't match" - Danielle Russell, Google's automotive industry director. 

You want to keep it short, and sweet, yet create a story, and an engagement piece that connects with the customer. Anything longer than this? You actually run the risk of it being reported as spam, and getting tossed to someones junk mail.

Our video efforts have taken a lot of work, and at first, Product Specialists were incredibly resistant. Now, they are eager to engage, and know it's an every day expectation that they will be making multiple walk around videos per shift. The bonus of this? Hello increase in product knowledge! The minute they see the rewards, and begin reaping the benefits, you no longer have to tell them to do this - they just WILL. Plus when you give them the tools to do things in VR, and with a 360 camera, it becomes fun. 

If you share these walk around videos on your ads, your store can actually go up in ranks! Google ads, and Facebook ads have more engagement with video, and more engagement = a higher reach. So the worst thing that can happen by placing a video in your ad? More people see it. 

Lots of dealer groups pay to get videos shot, but why pay when you have lots of (let's be honest here) sales people flooding your floor with endless amounts of free time? Why don't you want your customers to engage with YOUR people and put a face to a name, instead of a generic video that is probably to sold to MULTIPLE dealer groups? The decision seems simple.

Are YOU using videos to sell cars? 

The automotive industry is constantly changing, and evolving. The last decade has seen RAPID growth and change due to the rapid growth and change associated with technology, and social media. 

Technology, innovation, social media, and media in general has enhanced and evolved the car buying experience so much that 60% of buyers now start their shopping process online. What used to be a decision that took only a mere 7 days can now take upwards of 90 days from the initial research process to taking the keys... which can be incredibly frustrating at a dealer level. While the online world is scary, and many dealers resist it, understanding a consumers research phase is key to not only selling more cars, but success and dealer expansion. 

The Research Phase: 

Imagine a world where you decided to buy a car... you walked in to a dealership... and you purchased the car - while some of you may feel familiarity in this universe, to new age car dealers this is completely foreign. Today, consumers spend upwards of 50+ days researching their future vehicles before even THINKING of stepping foot in to a dealership. According to Google, 90% of Car Shoppers do at least 2 hours of research online before ever walking in to a car dealership. 90%!! 65% of these people are spending at least three weeks online researching. 

What used to be brand, or model specific, now the research is completely open ended - 60% of shoppers have NO IDEA what they are shopping for! Instead of selling your brand, educate these lost consumers and teach them about your brand, models, makes, and why they should chose you! 

Video research is becoming increasingly more popular, (not to mention effective) and 60% of buyers spend at least 3 hours on sites such as YouTube watching videos of test drives, options, vehicle features, reviews and much, much more. 

What does this all mean for YOU?

Your website reach and targeting can't just be brand specific - the world is ever changing and people have NO IDEA what they want anymore! Make your website, social content, and video content engaging, informative, and educational and so broad that you aren't only speaking to yourmodelline of customers but so that you're speaking to ALL customers... because 90% of the time, they have no idea if they are GM, BMW, Honda, Toyota, or the like, specific. 

Video content is HUGE, and growing ever popular. Not to mention the most engaging form of education you can get!  - use this to your advantage, and make AS MANY videos about EVERYTHING as you can. 

Dealer Blogs are becoming ever popular, and dealers are using blogs, and social places to not only educate consumers on vehicles but to sell themselves. Make blogs, engaging social spaces, and exciting websites so consumers don't pass you, and go somewhere else for info! - but we will cover this next time! 

In a world where the internet sells cars, and videos are a huge part of this - have you got on the bus of using Virtual Reality to sell vehicles as well? 

It's no shock that VR is gaining popularity in many industries, so it didn't take long for the car business to jump on the VR bandwagon as well. Car manufacturers themselves have begun using VR, and augmented realities to showcase their vehicles, and make their brands more appealing than their competition. According to Digi-Capital, the augmented/virtual reality forecasted revenue is to hit $120 billion by 2020. This means, if you as a dealer haven't jumped on the VR bus, you're missing out on over a 100 billion dollar industry.

Car dealers take advantage of this VR world to deliver world class experiences to their customers, that they simply can't get at the dealership down the road. Imagine going in to three Chevrolet dealerships in one day... the first two offer the typical selection of different makes and models in their showroom, but the third was populated with VR headsets, apps to download, and an interactive experience that felt like you were at an arcade. You were able to customize your ride; from color, interiors, features, and extras all from your headset.  I don't know about you, but I'd not only be shopping at dealer 3, but completely forgetting about my experiences at 1 and 2 - no matter how great! 

An example of a VR showroom today is the Audi virtual showrooms in London. While not all of their vehicles are VR capable, a lot are! The capabilities of virtual reality allow customers to have a 360-degree look inside and outside the car, open doors and even listen to how their potential new car sounds.

Obviously it takes a little while to get to this Audi standard, but you can start out at in an easy, relatively cost effective way

Google Cardboards: https://vr.google.com/cardboard/ - ship your remote customer a VR headset that they can build themselves so they go on a VR walk around, and test drive with you. I promise you even though it isn't "fancy" the wow factor will still be next level.

360 Cameras: Making your VR test drive dreams come true - and it does all the hard work for you! 

Apps like VR converter: downloadable on any smart phone, making any video go from normal to high def VR in a matter of minutes.

What's stopping you from taking your dealer experience from the norm, to a next level, show stopping experience?