My message is that you should send an after hours message. During dealership hours we should be responding to them so quickly that we don’t need the auto responder.

The one I exampled above works well when using a good CRM tool. I want the customer thinking I am on top of my game and customer focused. So if your CRM is not going to be able to provide the right vehicle info, I would suggest not sending.

When I think the message is from a real person I am more apt to do a little more reading. When I know it’s an auto responder I tend to not pay it much attention.

All I am trying to do above is paint a mental picture for the customer making them think I am one hard working car salesman.

I know people who will write an e-mail to their boss and then have it go out at like 5 in the morning to give the boss the impression they are up and working early in the morning. It’s all about perception.

Nobody has to send that exact e-mail out, they can choose to do what they want. I am sharing with the community what what I’ve seen work. What have you got to lose? Try it!

It’s a great article to start with and I think the use of the autoresponder has evolved and will continue to do so.

I do believe in an after-hours autoresponder if for no other reason than to acknowlege we’ve got the customer’s request. Any time you do anything online, you get a confirmation email, so why should contacting a dealer be any different? I don’t want a customer moving on to more and more dealers just because they think I’m not getting back to them.

If we remove any emotional/ethical quandaries from the discussion, I still question beginning with a lie for practical reasons. I happen to be one of those people who gets caught every time. With my luck, at some point, I’d wind up in a discussion with a customer about my previous night’s activities where I couldn’t possibly have been checking my email or something. I just wouldn’t want to have to worry about keeping up with a lie.

Wouldn’t it be just as effective without that part? It implies that you’re checking your email but doesn’t assert it unecessarily. Besides, I think in my CRM tool it would likely come out as:

john,

I just happened to be checking my e-mail and I noticed your request for information on the HENWAY 3.5R XLR 401K EDITION MODEL CODE AA75R.

Here’s a few questions for you to ponder Mr. Oliver:

1. Customer inquires about a vehicle that you know has had a rough history, probably not a car you would buy for yourself. Would you tell the customer “A” they shouldn’t buy the car, or would you tell them “B” “oh it’s a nice one, you should come down and look at it?”

2. You present an offer to a customer that you know is a huge gross for the dealership. The customer ponders the offer and inquires if you can do any better, do you reply with: “A” “Yes we’re making too much money off you, let me go grind my manager some more?” Or do you tell them: “B” “No, that’s a really good deal you’re getting, would you like to take delivery today or tomorrow?”

If you answered “B” then how is that any different than what I am suggesting in my e-mail. Based on your first comment, you’re an “A” man.

I’d love to explain the theories of capitalism to you, but I have better things to do with my time this evening.

Judging from the rather nasty tone and the content of your reply I do not care to have a debate, discussion or any interaction with you what so ever.

So your first response to the customer is a lie?

Always looking for ways to improve but dont need that kind of advice.

Today consumers drive the car buying process because the internet empowers car buyers to expect instant information at their fingertips. They demand comprehensive, detailed vehicle information that directly addresses the questions they posed. And they want that quote right away—15 minutes, tops.

Catherine Edwards,
ResponseLogix Marketing Director

While your process didn’t measure up to your high standards, it’s probably a lot better than most the dealers in your market.

You’re welcome!