Your emails are being deleted
Your emails are being deletedWhere did all the blogs, twitter post, facebook friends and emails come from? Wherever they come from they are causing problems with communicating with customers.
There are 200,000,000 per month more emails this year than last. Your inbox is inundated with messages fighting for your attention. Most don't win. In fact, your inbox probably sounds like Charlie Brown's teacher. Wah, wan, wah, wa. Nothing of substance. Then there is one that looks interesting. You open it and disappointment. Another template response or maybe it is just too much work to read.
What is the likelihood that you will open another email from that sender?
How this applies to your dealership
You have been to training. You have seen the surveys. You have paid for that great lead management system. You have built a process to follow-up with a customer for up to 90 days. Why, because you know it takes longer to buy a car than ever.
That is a lot of effort. You feel confident that you are better than your competitors. You know that they are only 1/4 of inch away in that prospect's inbox.
But you are no longer competing with another dealership. Your new competition is getting you email read.
If you do not put out a great initial email, your prospect will delete the rest of your emails.
Put another way, if the first time the prospect sees you dealership name is not a great email, they will eliminate you from further messages.
So what constitutes a great first email?
A price quote
Value proposition
Alternative vehicles
Complete signature
The most important feature in a great initial email is clever, provocative questions. The kind of questions that you only get from reading your customers lead. Great questions are about them, their trade-in or the vehicle they are interested in.
Spend the time to ask great questions. There is a lot at stake.
posted by Matthew Belk @ 11:42 AM
