Do you work your Internet leads like 95% of the car dealerships with an Internet Department today or do you have an Internet Sales Manager hook? Do your emails get opened and get read or do they get deleted? Do you’re your leads respond to your emails? Do your emails give the potential car buyer a reason to respond, set an appointment or visit your dealership?
I have read more emails from ISMs over the years than I could count and most them are the same old thing. Three or four paragraphs of blah, blah, blah. They look like the same old templates that were used in Internet car sales many years ago. They look like tired and bland email templates, they look like they just don’t care and all too often it looks they were automated. I am not talking about auto-responders; I’m talking emails sent to prospective car buyers that are considering you and your dealership as the place to purchase their next vehicle. Most emails don’t have an Internet sales manager hook, a reason they should they should choose you and your dealership over the five or ten other dealers that are calling and emailing.
Get More Responses with Internet Sales Manager Hooks
The Internet Sales Manager or ISM hook is what makes you stand out from the crowd. Take a good look at the emails you send everyday and compare them to what other dealers are sending. Is there anything in your emails that is exciting, appealing, tempting or informative? Probably not, but you can change that and make more appointments and sell more cars. When you sell cars on the showroom floor the customer is at your dealership and you are typically in control, but when you are working Internet leads your first priority is getting them in the door. This is very different for someone that has been selling cars of the showroom floor for years. The customer is in control and you can’t read their body language, look them in the eye or get a feel for what is going on their head.
So your primary focus is to get them to visit you and your dealership before you sell them the car. Sell the appointment and when they get there you can use your car salesman skills to sell the car. Some dealers use price to get their customers in the door by quoting new cars several hundred behind net (Internet Sales Manager hook), but when the customer gets there they slip in the extras and often lose the customer. Other dealers sell themselves and the dealership by promising to meet or beat any quote from another dealership without giving a price. Then there are dealers and Internet Sales Managers that build a relationship through email and eventually get to talk to the customers on the phone.
Whatever method that you and your dealership use to get car buyers in the showroom is your choice, but whatever it is, you need to have a hook to get you and the dealership noticed, to stand out and make the prospective car buyer want to visit.
Possible Internet Sales Manager Hooks:
- Lowest Price
- Meet or Beat any Competitors Price
- Dealership Awards
- Membership to Dealer or Business Associations
- Dealership History- Years in Business, Staff Experience, etc.
- Sales and Service CSI Scores
- Dealership Community Involvement
- Dealership Charity Participation
- Third Party Website Reviews
- Printed Dealer Testimonials
- Video Customer Testimonials
- Glowing Dealer Reviews
- Video Introductions or Meet and Greet
- Video Walk-Arounds
- Dealer Giveaways – Like Oil Changes, Warranties or Floor Mats
- Dealership Services – Like Extended Service or Weekend Hours
- Pictures of Happy Customers
- Low Interest Rates
- Unrealistic Trade-In Values
This is a good list to start when it comes to having an Internet Sales Manager hook for getting Internet leads to visit your dealership. Obviously you can’t use every one of them at the same time, but you need to stand back and take an objective look at the emails you are sending to prospective car buyers. Unless of course, you want to put all your eggs in the price basket and keep quoting new cars hundreds of dollars under dealer net. Send your customers an email that stands out, looks different and gives them something that other dealers don’t. Give them a reason to respond, call and set and appointment so you can sell them a car and make a respectable commission. This car sales tip alone will increase your responses, appointments and sales.
Later, Fresh Lead in the CRM