Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
More Appointments
More Shows
More
MORE $$$
A Positive Shift In Your
Paradigm Can Result In:
QUALITY RELATIONSHIPS
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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
•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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
“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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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
Customer Inquiry
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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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
Internet Sales Manager
Mazda World
Best Number: 713–XXX–XXXX
Next Best Number: 281-XXX-XXXX
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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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
Internet Sales Manager
Mazda World
Best Number: 713–XXX–XXXX
Next Best Number: 281-XXX-XXXX
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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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
Internet Sales Manager
Mazda World
Best Number: 713–XXX–XXXX
Next Best Number: 281-XXX-XXXX
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Copyright © 2014, CDK Global, LLC.
EC101 Auto Responder Best Practices e-Commerce Workbook
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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