How many times have you heard or even said to yourself…
“I’ve sent this customer 5 emails and I have yet to hear anything back”
“These Internet customers never call me back”,
“I send them a price and I never hear back”..
No doubt about it, sending emails to someone who never responds is frustrating. But who is really to blame..you or the customer?
You’re already aware there’s no Silver Bullet, no sure fire way of making every potential customer respond to your emails. However, many times your emails or email templates are an over looked vital element of your success in transitioning the customer from behind the computer to the phone and ultimately your showroom floor. There are proven methods that will increase your response rate and help transition your customer to the phone quicker.
When writing to your potential customer remember to include these 4 key elements in your email and email templates.
1. Grab your customer’s ATTENTION fast!
There are 2 main elements for grabbing your customers attention: the subject line and the opening paragraph of your email. You want your subject line to create trust while also creating interest and enticing the customer to open your email. Yes, I know we have all heard too much about the importance of your subject line..but what about after that? The opening paragraph of your email sets the tone and needs to keep your customers attention. If your message in the opening paragraph is weak you will quickly lose the reader.
2. Create the INTEREST.
You have now grabbed your customers attention so it’s time to deliver the information and create interest. How do you create interest? With options! Provide your customers with inventory options. If your customer is interested in a new Volkswagen Passat, provide them with information on one that closely matches their request. Provide a base model, the cheapest one you have on the lot, along with a more expensive one with more equipment. What about a used Certified Volkswagen Passat? Over 60% of your new car buyers will consider a certified or well maintained pre-owned vehicle. Think about that!
3. Hint on the URGENCY
Urgency can be used to grab your customer’s attention in the beginning of your email as well as towards the end. I’m not necessarily a fan of statements like “Prices Only Good until this date” though this strategy can sometimes work. I prefer using phrases that hint at the urgency. For example: “Mr. Smith, we have some great specials this month” or “the incentives this month are some of the best we have seen”. Let your customer know that this is the month for a great deal. Also, when selling new cars and using availability to hint at urgency, you could refer to the model of interest as a “best seller” or “limited availability”. The point is to plant the seed of urgency rather than being blatant.
4. Keep the momentum going with the next step to ACTION!
I’ve read so many emails that end in..”I look forward to hearing from you” or “Call me at your convenience”. Why would you wait for the customer to contact you? If you get anything out of reading this, this is it! The “A” the “ACTION” at the end of your email is the most important of the four letters. End your emails by asking your customer to take the next step of action! That may be picking up the phone to accept your call or clicking on the link to your online credit application. I prefer transitioning the customer to the phone. A question as simple as “Kristy, would it be OK to call you in the next 10 minutes?” can yield you some great results.
Your emails need to grab your customers ATTENTION. Once you have their attention, quickly turn that attention into INTEREST. While you have their interest, establish a sense of URGENCY and keep the momentum going with your next step to ACTION.
The next time you think you are ready to click the Send button, give your email a once over to be sure you have included the 4 letters that will sell you more cars this month; A I U A.