If you look at the direction Internet sales is going, you will see that many websites that supply dealers with New Car Leads are now alowing the customer to choose several dealers.

Internet Sales Managers need to go back to the basics… call/email every lead… Build a relationship, sell themselves, and make sure the car the customer requested meets their needs!!!!!

Me to him..

XXXX,
Cars Direct appear to be on average $4k below sticker. If i can match that price can i earn your business?
Lee

His reponse..

i had hoped we wouldn’t have to play this game but please quote me a price that will earn my business..

Me to him;

Tom,

I apologise, i am not trying to play any games, i am simply trying to find out what price i can earn your business at. I want to do my best to earn your business and buy from us. I understand you want the best price you can get as we all do, but by throwing prices out there neither gaurantees that you’ll get the best deal, or can i be sure that i am quoting you a price that i can earn your business at.

So that being said, i am willing to sell you the vehicle for $68500 plus tax.

Please let me know if i can earn your business at this price.

Lee

I have an appointment with him this week

The web shopping experience is totally FLAT. The shopper sees “stock shot” after “stock shot” (right down to the perfectly dressed models in canned “lifestyle” shots) YAWN! IMO, the shopper will love the old school, humorous, personal dry eraser board presentation.

For those reps with the time and talent to execute your idea, I think it’s a 100% winner! 2 thumbs up!

Joe

I like it. Now I see why you called my idea “low-tech”, which it certainly is in comparison to yours. That’s a sweet idea. Maybe I’m too old school in my thinking.

Here’s another punchy custom email idea that has personal appeal, on the same plane as Johns, just a bunch faster to execute.

Incoming Call Scenerio:
(shopper): “I see your ad for a Make/Model, stock#…”

So let’s say our sales rep can’t talk the shopper in for a test drive, or, if the unit that the shopper wants is sold and the rep needs to “create a bridge” for further discussions.  Our intrepid sales rep makes an offer to dig thru the inventory and send along some select units that hit the customers “wish list”.  Our rep asks for the shoppers email address and goes to work.  He/She’ll pick some stock numbers (includes CPO’s if he’s extra smart), then sends along a personal web tour of the unit(s) the rep thinks will be interesting to the shopper.

The email script sends along a custom message area with a offer to take the tour. Shopper opens their email, see’s the personal message from our rep with an invite to click the link:

Example #1).  Stock# Tour

Example #2).  All Avalanches (new and used)

The Shopper’s name appears on the top of the web tour page: 

>>>  A Web Tour for Jeff Kerschner   < <<

See the Rep’s Name and Ext. # appear on the web tour page:

>>>  prepared by Joe Pistell (315)phone#  < <<

I’ve listened to thousands of hours of incoming calls and it’s one of my tastey treats that I built for the sales force.    It’s ultra simple for the reps to use, it’s an excellent email harvesting tool and the shoppers love it too.

Joe

So, although I’m not on the frontlines per se, I am involved quite deeply. But, what do you think of this?

Grinder or not, when the lead comes in, it falls into one of three categories.

1) Simple response by email. This is for the basic question of a lead that did not provide a phone number.

2) Response by phone. Obviously, phone number provided. I personally believe, and teach, that nothing (yet) outperforms the phone, when it comes to getting a prospect into the store. By giving directions, small talk, rapport, write down my name, if you happen to forget my name just ask for the guy with the big red shoes, etc., appointment show rates go through the roof. I digress…

3) THE SPECIAL TREATMENT SURPRISE THAT SETS YOU APART FROM YOUR COMPETITION EACH AND EVERY TIME!!! Requires two basic props: 1. digital camera – better quality helps, doesn’t need to be pro. 2. 14X18 dry erase board ($8 WalMart). From the lead (John Doe in Jeff’s example) write on the dry erase board “John Doe’s NEW MERCEDES!!!” Then take the camera and the dry erase board to the car, pull it out if its buried, take a sexy shot of just the car. Then lean the dry erase board against the wheel, leaving most of the rim visible, and capture a close-up of both the wheel and the board. Do the same two more times, one near the steering wheel showing some of that dash, and the last (may require an assistant to hold) above the rear bumper, showing the decal. Reply to the email with the 4 photos attached, the first (sexy shot) without the board, followed by the three with the customer’s name on it. It’ll blow him away!

Reply by mentioning any combination of the above posts (I really do like Brian’s best) and early on, somewhere in the beginning, be sure to say: I’ve included 4 pictures of the exact model your looking for. Please download them and let me know what you think.

So, what do you think? Am I NUTS???

Pricing is important in your decision to purchase, and I would not expect you to pay more from our dealership than another. This is why we promise that if you can find the same vehicle with the same valued support from another dealer within the 30 day time period of your purchase we will refund you the difference.

We take pride in our quality service operations, we have ____ certified technicians who are OEM trained and certified in making sure that repairs and maintenance are done correctly. We will notify you of your scheduled and recommended maintenance 5 business days before your date by phone, email and snail mail for confirmation by you. If you cannot bring the vehicle in to us notify us within 24 hours and we will send our person to you to pick up the vehicle.

We have a loaner program available for our customer’s convenience, as well as a shuttle service. If your vehicle requires overnight or longer service we will provide a loaner for your needs.

We are located conveniently for your needs at_____________. We want you to know that we will be happy to answer any questions you may have before or after you make your purchase and we have a 24-hour hotline that will be available for all our valued clients.

I will also give you my personel contact information so if by chance you have issues of any kind please feel free to contact me.

***The costs of this model can be built into the pricing strategy of the vehicle and service component costing. If this model is done well you will have very few complaints and you will see an increase in quality.