Autoresponders Are a Necessity
By Mike Bowers
Patti Schnecke, of Plainfield, Ill., owns a company called Net Pro Automotive, a consulting and training firm that teaches dealerships how to effectively manage Internet sales. She says that every dealership should have an auto response mechanism. "We need to meet the expectations of the Internet buyer. And they expect an instant result."
The solution might be as simple as setting up Microsoft Outlook Express to answer e-mails or buying $40 EudoraPro software to do the job. Similar software can be downloaded from the Internet, at http://www.beyond.com, for example. Ms. Schnecke notes that there are about a dozen different programs on the market, but she cautions, that some solutions can be limited. EudoraPro, for example, does not work with AOL or Microsoft networks. Similarly, a response system should be able to bypass referral services and send e-mail directly to the customer.
A more comprehensive approach can be found at www.autoweb.com, which has a program called Sales Enhancer. This is an entire management system for the Internet sales person. According to Ms. Schnecke, it categorizes new leads, creates phone call lists, schedules appointments and follow-up calls, does lead tracking, and calculates closing ratios and gross profit figures. It is also considerably more expensive than a software package.
Customizing response systems is key.
Internet sales managers should remember that an automatic response is only as effective as the dealership makes it. If you send a customer an e-mail that looks identical to the one he or she received from another dealer or some online referral service, it isn't likely to accomplish much.
According to Ms. Schnecke messages can be customized with the customer's name, the type of car they are looking for, etc. Not every letter has to be personalized, but the letters should convey something of the dealership's identity. A brief outline of how the Internet program works or a map showing where the dealership is located is another good idea.
Most programs, she says, come with 10-15 letter templates. She suggests approaching e-mail response much the way you would direct mail. "Develop a letter. If you get a great response, keep it. If not, keep on improving by trial and error." She adds, "Just don't use the template used by 200 other dealers or Autobytel."
Dealerships need to follow up every Internet lead with a phone call. However, they may not need to follow an auto response e-mail with a personal e-mail if the letters are effective. This way, the Internet sales staff can get right to the phone. And, if the e-mail letter promised a response in 24 hours and the call comes in two hours the dealership will have exceeded the customer's expectations. And this is what leads to success. According to Schnecke, "Eighteen months ago response within 24 hours was acceptable, now salespeople are on the phone in minutes, sometimes while the customer is still online. If you snooze, you lose."
Mike Bowers is managing editor of WD&S Publishing, Metuchen, NJ. WD&S is a provider of information services for the automotive retail industry. Publications include Dealer's Edge, Warranty Dollars & Sense, Auto Retailing on the Web, The Parts Manager, and Fixed Coverage. mbowers@dealeronline.com
