Email Customers - Hot or Not? Earning the right to the phone number.
I decided to write this as soon as the deal ended while it was still fresh on my mind. I've noticed in my personal department that over time email customers become looked upon as dead or cold leads before they have even been touched. I was recently reading an article about a very successful Internet Department that explained how we must "earn the right" to have the phone number with many customers. Dealer Synergy has taught the same principle on the phone through their phone scripts that enable the coordinators to earn the number. The same goes for email only leads. Hopefully this short example will remind us to work email customers just as hard as phone customers.
The customer submitted the lead this morning, it was an email only lead. Right off the bat my coordinator was upset. I stated this is a hot customer, but instead of sending an email template as usual, send the Value Package followed by a personal email to start the trust building process. The customer replied within a few minutes wanting price, like most. From this point I personally took over the customer and worked the customer. We emailed over price, trade value, and financing options. In each email I was very personal and expressed my confidence in the dealership, the product, and in myself. Not in a single email did I ever give the customer an exact price whether it be on trade or on the vehicle he was interested in. Rather I continued turn the customers focus from absolutes to the value of our dealerships. I did give the customer a range to keep him confident. After about 4-5 emails the customer said "outstanding" and emailed me his number. I immediately called the customer and was greeted by a happy customer. He was excited and enthusiastic about the deal and set the appointment. In the end the customer wanted all the paperwork done before he got here so he could sign and drive.
The conclusion is this "Email Only" customer turned into an easy sign and drive customer. This deal might have even been easier than a simple phone up appointment. Through building value, gaining trust, and gaining confidence, the customer bought. Not every deal turns out this way, and this is in no way an attempt to blow smoke. I am sharing this to remind everyone that every lead is considered hot. Buy or Die right? Remember to treat every type and source of lead equal, you just might not know which one is ready to buy today.
