How to Reply to Email Leads in the Automotive Industry

How to Reply to Email Leads in the Automotive Industry


Stuart: �Hi, I’m Stuart Bendall. I am the
Director of training from Strathcom Media.
I’m going to talk a little bit now about e-mails.”
[pause]
Stuart “Obviously it’s a big, big part of
the automotive industry. Now people are looking
online, they’re researching online, therefore
they are sending their
leads in online.
Biggest thing to remember, when they send
you a lead, they�ve also probably sent 10,
15, 20, other leads to other places. So speed
is the most important
part of replying to an e-mail, bar nothing.
And we’re all happy when we get thing fast.
If you�re going to buy a new couch and they
deliver it the next day, you’re
very happy. So, if you can reply, as a rule
of thumb, within 5 minutes. Within reason
obviously, if it’s 12 0’clock at night and
you’re in bed, that’s not going to happen.
But, within reason, make sure your internet
manager is happy to work off the clock. Um,
if you can reply within 5 minutes, that would
be fantastic. The other guys might
not be, and that means you can stand out in
a crowd. When you do get the e-mail lead,
um, if it is late at night then you could
obviously just reply with ‘Thanks for the
e-mail,
I will get back to you tomorrow’. But if you
can, and when you do send the information,
answer the question, don’t beat around the
bush, don’t say ‘When can you come down?’,
‘ When
can you come and see me?’. These people are
still trying to achieve their 0 moment of
truth.
Don�t change the means of communication
in the same vein. It sounds a little bit ridiculous,
but if someone walked in your dealership,
you don’t just say to the,, ‘Uhh, if you want
to just get outside, I’m going to send you
a text’, or ‘I’m going to give you a call’.
It is ludicrous. We all send lots of texts
messages in a day, we all send emails, or
we’re on Twitter or Facebook. So we’re comfortable
with it, so just assume your customers are
as well,
because they most definitely, in most cases,
will be.
Stay relevant, and build a lot of value in
your e-mails. make sure that when someone
asks you a question, then that you answer
it very clearly, and send them as much information
as you can.
If you’ve got any Carproof reports, if you’ve
got any reconditioning reports, if they want
photos that aren’t shown on your website of
particular things. Include them in the e-mails
and
trickle the information so that you can keep
these people engaged. Very important that
you stay relevant, but, um, the most important
part, bar nothing�(broadcast malfunction)”.
[pause]
[music]
[end]


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