Internet sales are easy!
There, I said it (or rather, wrote it.) Let me be clear: internet sales are about as black and white as anything we do in the car business – they really are. The problem is we tend to overcomplicate things we don’t understand; and traditional automotive sales managers have (for the most part) not tried very hard to understand internet sales.
In this 7-part series, my hope is to detail in plain language how you and your managers can stop over-thinking much of what goes into making a sale to an internet prospect; and how to use these seven simple strategies to start setting more appointments that show and buy today:
Simple Strategy #6: Email Templates can be Personal AND Automated
The Problem: The owner comes back from his 20 group and announces “Our emails don’t look personal enough!” This, because some consultant trying to get hired by the dealers in the 20 group told all the owners and general managers that they needed to personalize their emails. Of course, the consultant didn’t offer any statistics or facts about your automated process emails; he just said something like “Consumers don’t want canned responses… yada, yada, yada.”
The Reality: No one is reading your emails anyway. (Okay, maybe a couple of the process emails you send in the first few days have a decent open rate, but if you think even the most perfectly personalized missive is getting more than cursory attention, you don’t understand the online car shopper.) [Read more…]