auto responder best practices - yourpersonaluniversity

Copyright © 2014, CDK Global, LLC.

EC101 Auto Responder Best Practices e-Commerce Workbook

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What we discovered:

The e-Commerce Landscape

There are a few areas where dealers have a _________________ advantage

There are a few areas where dealers are equal with their competitors

There are a few areas where dealers are getting out-executed

Generally, there was very little differentiation.

Traver Technologies has performed nearly a million e-Commerce Mystery

Shop experiences and evaluated them for quality and effectiveness

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More Appointments

More Shows

More

MORE $$$

A Positive Shift In Your

Paradigm Can Result In:

QUALITY RELATIONSHIPS

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The industry believes that speed of your

response is the #1 determining factor for

the client who chooses to do business

with you. That belief is wrong and

extremely dangerous.

There are many other paradigms that

cost dealerships and their Internet teams

to lose thousands of dollars each month

The industry places more importance and

weight on getting there first, rather than

engaging the client first. This emphasis

leaves scores of _____________

untapped every single month.

The industry believes that getting the

client on the phone “as quickly as

possible” is the best way to set an

appointment swiftly. That belief

proliferates lazy responses and poor

writing skills.

The Old Paradigms

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•Introduction - With Tit le

•Thank You – Sincerely

•Edify S/C – Comfortable

•Meet You*

•Confirm Appointment

• Receptionist

• Manager

• Sales Consultant

* When Applicable

• Prepare

e-Appointment Cycle

Thank You

Schedule

Record

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e-Appointment Cycle

*

* *

* These are current month’s close rate. It does not include the 3-4% additional NDR due to follow up from all previous leads.

Average Performance 100 Incoming Leads

20 20% Schedule

10 50% Show

4 40% Deliver

4% Net Delivery Ratio

Benchmark Performance 100 Incoming Leads

42 42% Schedule

_________ 60% Show

_________ 60% Deliver

_________ Net Delivery Ratio

Hallmark Performance 100 Incoming Leads

60 60% Schedule

_________ 60% Show

_________ 60% Deliver

_________ Net Delivery Ratio

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The Facts and The Opportunity After Studying Hundreds Of Thousands Of Inquiries:

On average, less than half of the competing stores

responded.

When responded to, it took an average of 22

hours.

The initial (actual) response did not address 90%

of the client’s questions. This disengages the client

from continuing the relationship.

#1 response was: _______________

#2 response was: “What is your ____________?”

The average competing dealership performs at less

than 4% net delivery (current month’s

opportunities).

The average cost per opportunity (OTDB) ranges

from $45 to $65 each. At this cost, a minimum

of 12% net delivery is required for a dealership

to be profitable in the Internet arena.

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Net Delivery Calculator

$________ Gross Profit On An Investment

Of $__________ Is ______ Profitable

Industry Average Performance

100 Inquiries

20% Schedule Rate

50% Show Rate

40% Close Rate

=__% Net Delivery Ratio

Cost of Doing Business

@ $50.00 = $5,000

@ Avg. gross profit of $2,000

4 X $2,000 = $______Gross Profit

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Net Delivery Calculator

Benchmark Performance

100 Inquiries

42% Schedule Rate

60% Show Rate

60% Close Rate

= 15% Net Delivery Ratio

Cost of Doing Business

@ $50.00 = $5,000

@ Avg. gross profit of $3,000

15 X $3,000= $______ Gross Profit

$_________Gross Profit On An Investment Of

$5,000 Is Profitable

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The Basics – People Skills

The Purpose Spelling and Grammar Read, Re-read, and Have Someone Else to

Proofread It

This is about __________ professional as much as it is about being professional

Use Spell Check

Have a well written plan that is proven and provides language to cut and paste. With this in mind, in the heat of the battle, you are

always a professional.

Never assume anything about a client from their inquiry. Get to know your client first. Don’t cost yourself by superficial or

premature judgment.

Be careful when you Cut and Paste

Templates should reflect one’s personality. It should never be written and proofed by the same person.

Don’t use ALL CAPS

Don’t hit Return (at the end of a line)

Don’t Trust Your Stuff,

_______ Your Stuff!

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Internet Process: Click-Call or Call-Click

1. Dealership needs to choose if they are going to be “Click-Call or “Call-Click”

2. Dealer then executes _____________ this choice

3. Dealer then tracks KPI to determine their choices effectiveness

4. Dealership should continue to monitor KPI to determine if their selected process

needs to be revisited

Steps:

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Call-Click Process

Call the customer back using

the call guide

Hello _______________,

I am ____________, your professional

Internet Sales Consultant at __________.

The [YEAR} _________ ___________ that

you have chosen is a great car! It really

sounds like you know what you are

looking for. Interest rates change a little

on a day-to-day basis, depending on your

credit score. Once a decision is made on

a vehicle, professionals at our company

shop a number of financial institutions to

get you the very best rate available for

you.

Determine the client’s

preferred ____________ of

communication

Using the client’s preferred

method of communication,

continue pursuing using the

templates/guides and tools • If you get voicemail – leave a

message

• If you talk with the customer –

explain that you will also be

sending an email if they prefer

that method of

communication. This shows

respect and consideration for

their preference. They will tell

you if it is necessary or not.

Send initial (not auto

responder) using the correct

approach

• They elected to talk via the

phone and preferred this, or

• They elected to respond to

your email and did not return

the phone call/made a

subsequent call to you.

1 2 3 4

How long should I wait between calling and email?

What if I call and get voicemail?

What if I call, get voice mail, and don’t get a response to my email?

What if I call and it is a wrong number?

What if the client says either is okay?

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Click-Call Process

Send initial (not auto

responder) using the

correct approach

• If you get voicemail – leave a message

(covering approximately the first two

principles)

• If you talk with the customer – explain

that you have already sent an email if

they prefer that method of

communication. This shows respect

and consideration for their preference.

They will express their preference.

Determine the client’s

preferred method of

communication

Using the client’s preferred

method of communication,

continue following up using the

templates/guides and tools

Call the prospect using the

appropriate _______

__________

• They elected to respond to

your email and either did not

take/return phone call/or

made a return call to you, or

• They elected to talk via the

phone and preferred this

method

How long should I wait between calling and email?

What if I call and get voicemail?

What if I call, get voice mail, and don’t get a response to my email?

What if I call and it is a wrong number?

What if the client says either is okay?

1 2 3 4

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Dear Internet Customer,

Thank you for your interest in a new or pre-owned vehicle. To ensure you receive our most competitive price, we are checking your request against our available inventory.

I, or one of our Certified Internet Sales Managers, will contact you shortly to confirm the specifications, availability and price of this vehicle, to make sure we understand exactly what you

are looking for. If appropriate, we may review other items necessary for an efficient buying experience, including any trade-in, financing, and insurance. We would also be happy to meet

with you at your convenience to answer any questions, as well as provide the keys for a test drive. We are totally committed to customer satisfaction.

In the meantime, please do not hesitate to contact me or one of our Internet Sales Managers. We can be reached either by replying to this e-mail or by phone at XXXXXX. We prefer to work

by appointment to serve our Internet Customers better. However, if you do not want to set an appointment and want to come straight down just print this letter out with the business cards

below and hand this to one of the salespeople and they can guide you in the right direction.

Thanks for your interest. We look forward to speaking with you soon!

XXXXXXXXXXXX

Title

XXX Brand

e-mail address

Numbers

Average Auto Response Issues Identify the challenges

The most common mistake made

with Auto Responders is:

________________________!

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“Auto Response” – The Purpose

In the world of electronic commerce, Auto Responders are used for many reasons, but always for one purpose:

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Auto Response Best Practices

It must be ________________ in

purpose

Do not try to make it something it

is not meant to be

Do not provide too much

information

Keep it simple Test it Regularly!

Never set an expectation that

can’t be met

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Auto Response Best Practices

Sample Auto Responder

Name: John Doe

Make: Your Brand

Model: Popular Model

Color: Silver

Phone: 713-777-8888

Comments: Do you have a [Year] [Your Brand]

[Popular Model] with leather and a spoiler?

What are our incentives at this time? Can I

finance with my credit union?

Hello John,

I have received your Internet inquiry on the [Year] [Your

Brand] [Popular Model]. The [Popular Model] is an excellent

choice. I will be contacting you _____________________ two

hours to learn more about how we can help.

Have a great day!

Sincerely,

David Webb

Internet Sales Manager

Auto World

Best Number: 713-XXX-XXXX

Next Best Number: 281-XXX-XXXX

[email protected]

Customer Inquiry

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Auto Response Example – After Hours Sample Auto Responder

Hello John,

I have received your Internet inquiry on the [Year] [Make] [Model]. The [Make] [Model] is an

excellent choice. I will be _______________ you by [time] on [specific timeframe] to learn more

about how we can help.

Have a great day!

Sincerely,

Mathew P. Thomas


Mazda World

Best Number: 713–XXX–XXXX


[email protected]

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Auto Response Example – All Inclusive Sample Auto Responder

Hello John,

I have received your Internet inquiry on the [Year] [Make] [Model]. The [Make] [Model] is an

excellent choice. I will be contacting you by [time] on [specific timeframe] to learn more about how

we can help. If you have made an inquiry After business hours, I will contact you [timeframe] on

the ________ business day.

Have a great day!

Sincerely,

Mathew P. Thomas


Mazda World



[email protected]

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Implement these “Best Practices”

Sample Auto Responder It must be ___________ in purpose

Do not try to make it something it is not

meant to be

Do not provide too much information

Keep it simple

Test it ________________!

Never set an expectation that can not be met

Hello John,

I have received your Internet inquiry on the [Year] Mazda

MX-5 Miata. The MX-5 Miata is an excellent choice. I

will be contacting you within the next two hours to learn

more about how we can help.

Have a great day!

Sincerely,

Mathew P. Thomas


Mazda World



[email protected]

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My Facilitator was ____________________________________

Best contact information _____________________________________

Completed e-Commerce 101 on this date ___________________

Cdkglobal.com/consulting

Coach’s Corner

www.travercoach.com

Make your appointment today!

(Group consultations are welcome)

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http://www.travercoach.com/

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