Communicate More Effectively with Your Customers

In the race to make a sale, dealerships often rely on templates in CRMs. These templates – including autoresponders – can hurt a dealership’s chances of communicating effectively -- or at all.


The response rate for leads is very low in the automotive industry. How much time do your salespeople or BDC agents spend calling a new lead, or sending an email, fail to reach the customer and get zero response? And how frustrated do they get as a result?

Well, perhaps that is because the customer can tell the messages from your staff are in no way personal, but are simply scripted, lacking any emotion or enthusiasm. The same goes for email templates. Customers can tell the difference between a template and a personal response directed to the individual. Which do you think a customer would be more interested in responding to? Think about those calls you get on your phone that begin with a recorded message followed by a “stay on the line” type message. Do you actually stay on the line? My guess is no.


What, then, can a dealership do to improve the effectiveness of their communications and increase the likelihood that a customer will actually answer the phone or respond to an email?


Be different!


Depending on where the lead came from, there is a high probability that you are not the only dealership who received that lead. And it is also likely that other dealerships have similar response templates. Any customer bombarded with these templated responses, which are essentially the same, will quickly realize that nobody is actually doing much to engage with them, or answer their questions.


Even those dealerships who do send out personalized responses have a problem. Far too often the time between the lead coming in and the dealership responding is abysmally long, causing the customer to get frustrated, lose interest and perhaps go elsewhere. Frequently customers are looking to buy a vehicle that same day. Any dealership which fails to respond promptly with personalized information could easily miss out on a sale.


So, what can your dealership to do engage customers and win the sale? Here are a few tips:


  1. Personalize your messages – Today’s consumers want to feel valued and special. Email templates and 20 phone calls just won’t cut it anymore. They’ll simply ignore you or get annoyed and go elsewhere for their sales and service business. Be sure to respond quickly and ensure your responses are relevant to whatever questions the customer asks.


  1. Rich Communication – In today’s age of Facetime and live streaming video, many customers prefer to interact with someone face-to-face. If your dealership can’t currently live stream, there is an option that’s easy and inexpensive… video. Don’t you think a customer would be more interested in interacting with a salesperson who takes the time to send them a personal video response, rather than a templated email from the CRM?



  1. Avoid Spam Filters – You could be sending good quality emails which the customer never sees as they end up in their spam folder. Talk to your email provider and make sure your emails conform with their policies and best practices. Certain keywords, too many links and/or too many images can trigger email providers to send your communications to spam folders. Do it enough – as in non-conforming email templates -- and you could end up blacklisted. Then nobody will get any emails from your dealership.


The bottom line is that you cannot sell a car to someone if they don’t get a fast response from you, or somehow get no response at all. Nor can you sell a vehicle if the person believes that you’re not bothering to respond to them personally but are just sending an automated response. They will just choose someone else.


Personalize your communications, make them relevant and incorporate multimedia. Your lead response rate will increase, and customers will not only respond, they do so because they’ve chosen your dealership.

Views: 72


You need to be a member of to add comments!


Comment by Mario Alfarache on December 26, 2018 at 8:52pm

Good points, it would be interesting to see a personal video to be sent to a customer, that we have not tried.  

Latest Activity

Scot Eisenfelder posted a blog post
13 hours ago
Bill Wittenmyer posted a video

Freebie Friday: Persistence Pays Off

VP of Sales CDK Global Bill Wittenmyer shares why persistence is your best ally towards productivity in this Freebie Friday.
14 hours ago
Andy Church posted videos
14 hours ago
Reynalda Lor posted a discussion

KeepTruckin ELD Vs. Omnitracs ELD

Greetings!We recently purchased 2 trucks for commercial transportation purpose an now, looking for…See More
15 hours ago
Jim Flint posted a blog post

Can Vendor Partners Predict Sales?

Are the hottest models, too hot to the touch?See More
15 hours ago
Brian K. Cline posted a blog post
22 hours ago
Jim Leman posted a video

Rapid Recon with Jason Church, GM, Courtesy Volvo of Scottsdale

Auto dealer Jason Church discusses how Rapid Recon workflow software reduces time to market to improve used car profitability.
Erik S. Nachbahr posted a video

How to Evaluate IT Solutions for Your Dealership

Helion Technologies Founder & President Erik Nachbahr shares some tips on what dealerships should be looking for in an IT solution for their dealership.
Dean Martin posted a blog post
Cory Mosley posted a video

Online Sales Success Workshop - Tim Cox of CarNow

The super smart and hilarious Tim Cox joined me for a quick video chat about the state of the digital car business and some of the things he will be covering...
Mike Esposito posted a blog post

Auto/Mate Integrates DMS with MacroFile Electronic Document Management System

Albany, N.Y. – May 22, 2019 – Auto/Mate Dealership Systems announced today it has successfully…See More
Timmy D. James posted a blog post
Mike theCarGuy Correra posted a video

The Importance of Doing Social Media the Right Way

DealerBuilt Account Manager Mike Correra explains why dealers should focus on the right things on social media for their presence to be effective.
Damian Boudreaux posted a blog post

Value Your Company

We want you to be profitable and proud of what you do. We want you to have all the success that you…See More
Black Book posted a blog post

Stable Market Except for Luxury Vehicles

Welcome to this week's edition of Black Book Market Insights, with in-depth analysis of used car…See More
Cory Mosley posted videos
Walter McNulty posted a status
"If you are in need of any of our services please contact me today!"
John Sternal posted blog posts
Erik S. Nachbahr posted a blog post

Helion Technologies Becomes a CIS SecureSuite Member

Timonium, MD –­ May 21, 2019 –­ Helion Technologies today announced it has become a CIS…See More
Simon Hopes posted a blog post

3 Tips to Sell Luxury Cars on the Internet

Luxury cars is a consumer good present on the wish list of much of the population, currently the…See More

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service