While I requested quote from your dealer website, I also sent it to......

[bhoecht]

Joe,

Dealers using my platform are selling more cars with it than without it and will tell you as much. The point of dealers obtaining a shopping cart service is to tell consumers that they have it to get conquest selling opportunities and raise their dealership's website conversion rate (# viewing inventory ratio to # who are identifiable selling opportunities). A few will buy direct via the shopping cart, leaving the ISM's to sell the others.

My platform increases the need for ISM's in the stores that have it. Bit of a misconception in your post about that.

As for shared frustration around "nickle-dime grinders"... I did not agree that anyone should be so weak at sales as to allow such a consumer to control the process... If you sensed intensity in my post, it was because also I do not believe in being so rude and unprofessional as to just blow such a person out the door (or not respond to their lead)... As someone who has sold cars as well as been the GM of a store, I personally don't believe in making the leap that just because the consumer starts out with such a message that they have a deep felt conviction and need to be a jerk. I prefer to examine how it is that they thought they should interact with you that way (your technology, online experience, marketing messages)... and even if those are at fault, I always allow the consumer to disqualify themselves ("Nope, sorry... only buying on price"), believing that an ISM's response should be appropriate to getting the conversation onto areas the consumer should be thinking about... in other words "selling."

Maybe we are just different that way. Maybe (hopefully) the message in my post was just misconstrued.

If you would like to call me to discuss things (and I wouldn't offer if I didn't want you to), you can reach me at 937-643-1189. I am in the Eastern Time Zone.

 

[Jeff Kershner]

Thanks everyone so far for all the awesome feedback. This is exactly what I was looking for.

I knew I was going to get some slack with this posting. I wanted to throw something out there to get some interaction from other ISM's. We get emails like this all the time and I would venture to say most go unanswered or get the type of response like my example.

So please keep your comments coming.

Ralph Paglia wrote a very passionate response via email and I did not want it to go unshared.

"I'll be real... CALL HIM UP AND ESTABLISH A RELATIONSHIP!

This guy is clearly seeking some type of differentiation. In the absence of anything else that makes one dealer better than another, he reverts to what every customers says "what's your best price"... Build some value in doing business with your store. You are selling Mercedes-Benz vehicles not pizzas, yet even the pizza merchants will tell you why they are better than the others. He even says you can call him... PICK UP THE DAMNED PHONE!"

Thanks for your honest feedback Ralph.

-Jeff Kershner

 

[Tim Morris]

There are key differentiators (aside from "your best price") at every dealership, whether you are selling Mercedes Benz, Kia, Ford, or Ferrari. As we all know, it can be difficult to highlight what makes us, and our stores, different from the competition via emails and phone calls. You can bet, though, that every salesperson (internet or otherwise) who attempts to differentiate his/her store from others will do so by talking about the simple buying process, the service after the sale, VIP programs, etc. How is the customer supposed to recognize an actual difference when we all talk about the same things? Response time? Probably not. I feel that the proposed email from Brian H. is on the right track, but he misses the mark by badgering (for lack of a better word) the customer into answering a series of mundane questions before he is prepared to give the customer a price. What if every store the customer sent his request to responded that way? Do you think he would take the time to answer all of those questions for all 5 or 6 ISM's? Or is it more likely he would go buy a 3-Series?

My point is, brooming the guy is not the answer...neither is barraging him with a battery of questions. Get the guy on the phone. Explain why you are hesitant to get into a bidding war. Ask him if there is anything other than price that is as important to him...listen. If there is, ask him how he is going to determine which dealership satisfies that factor the best. Then invite him in to show him how YOU will...whatever that factor might be! Tell him that at that time, you will be happy to make him the best deal you can, so that he will have all the information he needs to make a decision, not just part (the price part) of it.

Here is another idea: Why not have a "canned" email introduction from your service manager available to send these types of customers? Something like:

Dear Mr. Doe,

I happened across your email request in our system, and I want to take the opportunity to introduce myself. I am the Service Director at MB of... I know pricing is important in your decision, and I would not expect you to buy from our dealership unless you can get a fair price. But I also want you to know that we take pride in our service operations, in fact we have 23 MB certified technicians who are expertly trained in making sure that repairs and maintenance are done expeditiously, cleanly, and correctly...the first time. We have a fleet of MB loaner vehicles available for our customers convenience, as well as a shuttle service. Also, blah blah blah blah blah...I want you to know that I will be happy to answer any questions you may have before or after you make your buying decision, and whether or not you choose to purchase from our dealership. Good luck with your purchase! Let me know if I can help.

Sincerely,

Joe Blow

 

[Joe Pistell]

Teresa,
Very Creative, good stuff! KUGW! (Keep Up the Good Work)

Joe

 

[Lao Shi]

Dear valued client,

Pricing is important in your decision to purchase, and I would not expect you to pay more from our dealership than another. This is why we promise that if you can find the same vehicle with the same valued support from another dealer within the 30 day time period of your purchase we will refund you the difference.

We take pride in our quality service operations, we have ____ certified technicians who are OEM trained and certified in making sure that repairs and maintenance are done correctly. We will notify you of your scheduled and recommended maintenance 5 business days before your date by phone, email and snail mail for confirmation by you. If you cannot bring the vehicle in to us notify us within 24 hours and we will send our person to you to pick up the vehicle.

We have a loaner program available for our customer's convenience, as well as a shuttle service. If your vehicle requires overnight or longer service we will provide a loaner for your needs.

We are located conveniently for your needs at_____________. We want you to know that we will be happy to answer any questions you may have before or after you make your purchase and we have a 24-hour hotline that will be available for all our valued clients.

I will also give you my personel contact information so if by chance you have issues of any kind please feel free to contact me.

***The costs of this model can be built into the pricing strategy of the vehicle and service component costing. If this model is done well you will have very few complaints and you will see an increase in quality.

 

[John Greenleaf]

I'm no longer on the retail frontlines, so I admire all of the posts. I appreciate Brian's philosophy of sales for the future and I believe that to the degree ISM's line up with what Brian will determine their success moving forward. As a Dealer Support Manager for an automotive marketing firm, one of my daily tasks is as a National Sales Trainer, basically doing speakerphone conference calls for dealers that run our program, training them on how to handle the customers we send once they apply (direct mailers, etc.).

So, although I'm not on the frontlines per se, I am involved quite deeply. But, what do you think of this?

Grinder or not, when the lead comes in, it falls into one of three categories.

1) Simple response by email. This is for the basic question of a lead that did not provide a phone number.

2) Response by phone. Obviously, phone number provided. I personally believe, and teach, that nothing (yet) outperforms the phone, when it comes to getting a prospect into the store. By giving directions, small talk, rapport, write down my name, if you happen to forget my name just ask for the guy with the big red shoes, etc., appointment show rates go through the roof. I digress...

3) THE SPECIAL TREATMENT SURPRISE THAT SETS YOU APART FROM YOUR COMPETITION EACH AND EVERY TIME!!! Requires two basic props: 1. digital camera - better quality helps, doesn't need to be pro. 2. 14X18 dry erase board ($8 WalMart). From the lead (John Doe in Jeff's example) write on the dry erase board "John Doe's NEW MERCEDES!!!" Then take the camera and the dry erase board to the car, pull it out if its buried, take a sexy shot of just the car. Then lean the dry erase board against the wheel, leaving most of the rim visible, and capture a close-up of both the wheel and the board. Do the same two more times, one near the steering wheel showing some of that dash, and the last (may require an assistant to hold) above the rear bumper, showing the decal. Reply to the email with the 4 photos attached, the first (sexy shot) without the board, followed by the three with the customer's name on it. It'll blow him away!

Reply by mentioning any combination of the above posts (I really do like Brian's best) and early on, somewhere in the beginning, be sure to say: I've included 4 pictures of the exact model your looking for. Please download them and let me know what you think.

So, what do you think? Am I NUTS???

 

[Joe Pistell]

I really like John Greenleaf's low-tech and personal email. It punches thru the noise and would have my attention for sure!

Here's another punchy custom email idea that has personal appeal, on the same plane as Johns, just a bunch faster to execute.

Incoming Call Scenerio:
(shopper): "I see your ad for a Make/Model, stock#..."

So let's say our sales rep can't talk the shopper in for a test drive, or, if the unit that the shopper wants is sold and the rep needs to "create a bridge" for further discussions.  Our intrepid sales rep makes an offer to dig thru the inventory and send along some select units that hit the customers "wish list".  Our rep asks for the shoppers email address and goes to work.  He/She'll pick some stock numbers (includes CPO's if he's extra smart), then sends along a personal web tour of the unit(s) the rep thinks will be interesting to the shopper.

The email script sends along a custom message area with a offer to take the tour. Shopper opens their email, see's the personal message from our rep with an invite to click the link:

Example #1).  Stock# Tour

Example #2).  All Avalanches (new and used)

The Shopper's name appears on the top of the web tour page: 

>>>  A Web Tour for Jeff Kerschner  

 

[John Greenleaf]

Joe,

I like it. Now I see why you called my idea "low-tech", which it certainly is in comparison to yours. That's a sweet idea. Maybe I'm too old school in my thinking.

 

[Joe Pistell]

Nooooo John! I REALLY do like your idea! I love old school!

The web shopping experience is totally FLAT. The shopper sees "stock shot" after "stock shot" (right down to the perfectly dressed models in canned "lifestyle" shots) YAWN! IMO, the shopper will love the old school, humorous, personal dry eraser board presentation.

For those reps with the time and talent to execute your idea, I think it's a 100% winner! 2 thumbs up!

Joe

 

[Lee]

I had a customer like this the other day, here is how i responded to him;

Me to him..

XXXX,
Cars Direct appear to be on average $4k below sticker. If i can match that price can i earn your business?
Lee

His reponse..

i had hoped we wouldn't have to play this game but please quote me a price that will earn my business..

Me to him;

Tom,

I apologise, i am not trying to play any games, i am simply trying to find out what price i can earn your business at. I want to do my best to earn your business and buy from us. I understand you want the best price you can get as we all do, but by throwing prices out there neither gaurantees that you'll get the best deal, or can i be sure that i am quoting you a price that i can earn your business at.

So that being said, i am willing to sell you the vehicle for $68500 plus tax.

Please let me know if i can earn your business at this price.

Lee

I have an appointment with him this week