If you’ve been around this site at all in the last month, you may have seen some hints that I have a brand new book coming out next week.
Now Available! Click Here to See It!
The book, “The BDC Manifesto,” is a start to finish career guide for automotive BDC representatives. It’s meant to be a comprehensive manual for representatives and managers that work in the BDC (also called “Internet Department” at some dealers).
Most of the articles online about “How To Be a Good BDC Rep” actually focus on the management of the BDC. I wanted to put together a mega-post that any BDC rep, new or old, could reference to develop their career. I’ve developed these ideas over the last few years as I’ve worked in and then managed a BDC.
This article will be seen through the story of Jim and Jane, two competing BDC reps. Both want to make money, but only one has spent the time to learn how to be a good BDC rep.
What is the best way to compose your internet car sales email templates?
Some of my other articles with email templates:
Follow Up Email #1
Follow Up Email #2
Full Follow Up Script
BDC Templates
How can you capture the attention of your customers and hook them into coming to your dealership?
Here at Car Sales Story, I’ve addressed the need for proper email templates before. I’ve found many dealerships have lackluster templates full of spelling and grammatical errors that can severely damage their first impression with a customer.
In the United States, there are many places where you can still sell cars online without ample internet car sales training.
That is changing. Customers want fast responses, they want professional writing, and they want the price in the email.
Fast, clearly worded, with a transparent price is the bare minimum required.
What if you want to take your sales to the next level? Is there a way you can write emails (internet car sales email templates specifically) that will garner more responses from better customers?
What is the optimal BDC dealership workflow? How can you optimize your time working in the BDC at the dealership to set the most appointments and sell the most cars?
This article is for the BDC rep that wants to improve. If you are a BDC manager looking to improve, check out my article Automotive BDC Tips and Tricks. If you are instead looking for a guide for how to sell extended warranties through the BDC, check out this article.
There is a method to the madness. I understand how many types of customers you need to serve. Many times the workers in the BDC dealership are handling not only inbound web leads but also incoming phone calls, routine sales floor follow-up, and more.
What can an overworked BDC rep do?
We all make mistakes, but with proper training, you can avoid them!
To improve, you are going to need to take your job seriously and ask yourself what you can do better.
In this article, I’ll break down the optimal BDC dealership workflow that I’ve honed over the last year. Following this will save you time and keep your follow-up on a good schedule.
I’m going to do my best to give you a fully decked out follow-up plan.
Here is my break down of the first seven days of email/phone/text cadence that is optimal for your BDC dealership workflow:
Day 1:
2 Emails (1st is autoresponder, 2nd is personalized)
3 Phone Calls (1 Voicemail max)
1 Text Message Opt-In
Day 2:
1 Email
2 Phone Calls (1 Voicemail)
1 Text Message Opt-In
Day 3:
1 Email
1 Phone Call
Day 4-7:
1 Email/day
1 Phone Call/day
Day 8 (Take-Away Day:
1 Email
1 VM
At that point, you’ve done your due diligence. After eight days of no response, the lead can be automated to receive a check-in email every three days.
Now that the macro-level overview is out of the way, we can answer the “why” for this article after explaining the “why,” we can delve into more detail and example templates.
This article is inspired by “Sarah,” who wrote in with this note:
… I started out in sales but now I’m in BDC. The info you had is helpful. 🙂 Especially email templates. I was writing them completely different and I can see how the layout you posted is probably more effective. It’s simple! I have been looking everywhere on the internet for help doing my job better because I don’t exactly know how to do this job…besides making tons of phone calls.
When I asked her what her most desired post would be about, this is what she sent over:
…A BDC follow up schedule would be awesome! How many times to call and/or email the first day, second day, and so on.
I loved this idea, and the fact I got some fan mail was a real treat. Let’s get down to the nitty-gritty.
As soon the store receives the lead, your CRM system should send out an automated first response. The first response should be personalized to the dealership’s unique qualities and set their expectations of the follow-up cadence. When a customer receives this, they know that there is someone at the helm and that they have a good chance of being taken care of (efficiently!).
Here is a decent example from Fuccillo Volkswagen:
Dear Steve,
My name is Veronica Hall and I will be your Customer Relations Agent here at Fuccillo Volkswagen of Schenectady. First, I’d like to thank you for considering us for your next vehicle! I will do everything possible to make your shopping experience fast, informative and hassle-free!I see that you’re interested in the Atlas, awesome choice!
The online prices are firm. If you are looking to negotiate that requires your presence in our showroom. We are open Monday-Saturday 9am-9pm and Sunday 11am-8pm. What time works best for you to come in?
Sincerely,
Veronica Hall
Not great, but this will get the job done. The good part of this first response was that:
As soon as the first responder (Veronica Hall in this example) is available, she should try to make phone contact. This phone contact will generally end up being a voicemail. Here is the actual voicemail that she left me (transcribed by Google Voice):
Good afternoon, this message is for Steve. My name is Veronica calling from Fucillo Volkswagen. I am reaching out in regards to your inquiry on a 2018 Outlets. If you could please give me a call back at your earliest convenience. My number is 518-374-9161, and my extension is 22070. I will also send you a text update. If or reply. Yes, we can start communicating that way. Thank you and have a great day.
I love this voicemail, as I think it is efficient and to the point. She explains who she is, why she is reaching out, and how to call back. She also sets the stage for the text opt-in! Great stuff all around.
Good time of day, this message is for name. My name is BDC REP calling from dealer name. I am reaching out in regards to your interest in the make model. We have a special on this car ending tomorrow and I’d love to chat about it. My number is phone number. I also sent a text opt-in if you prefer that – just reply by typing back “yes”. Looking forward to sharing with you some information later today. Again, my name is name from dealer name.
The only thing different from the real world example from “Fucillo Volkswagen” is that I like to incentivize your call to action.
All first-response texts are going to look the same since you must get the customer to do an opt-in before starting the conversation.
Fuccillo Volkswagen of Schenectady is confirming request to send a message, reply YES to allow. Reply HELP for help. Msg & data rates may apply. Reply STOP 2 cancel
In this specific case, it’s not the content that matters (since it’s standardized), but the timing. You get three shots at getting an opt-in from a customer. Below is the schedule I use:
1st Opt-In Request: Send the first opt-in text to coincide with first outbound call and email after receiving the lead. In the first response email and phone call, make sure to mention the incoming text message and encourage the customer to “opt-in.”
2nd Opt-In Request: Send the second opt-in text on day two, after leaving your first voicemail of the day. Mention the text opt-in while leaving your voicemail.
3rd Opt-In Request: I discourage sending the third request from the BDC dealership. I encourage the third and final opt-in only when the customer is in store.
Once you have exhausted the first two tries at getting the text opt-in, do not send another unsolicited request. Instead, wait for communication with the customer via phone and email (and the eventual appointment). Here is an example:
TODO: APPOINTMENT
DATE: 4/16/19 @ 4:30PM
NOTES: Customer coming in for Q5 (#23451) test drive. Please have them do Text Opt-In upon arrival at the store.
This strategy ensures that in all but the most challenging cases, the store will get a text opt-in. When the salesperson asks the customer to opt-in to the text, they will have greater success.
On the second day, the BDC dealership apparatus should be continuing to attempt contact with the customer.
Below is an email template that I’ve seen before that can be quite effective when sent to customers. The title of this email is “Time for a Quote,” which I think is decent.
We understand the reasons people shop online. Pricing is often one of the main reasons. We understand that competitive pricing, combined with strong inventory and stellar customer service is key.
In order to get you the best price we need two keys pieces of information from you:
1. Share with us your best approximation of the car you are looking for. The more detail the better!
2. Share with us how soon you can reasonably make a purchase. Pricing estimates are more accurate (and aggressive) the sooner you are buying because we know what incentives we can offer and what sales goals YOU can help us achieve!
Please also peruse our Yelp reviews- they will help you feel confident in my salesmanship (remember that people are much more likely to write a negative review than a positive one!):
Thanks!
The email is short enough and explains what information you need from the customer.
Similar set up to day one, with a few tweaks. Shorter and more direct.
Hi customer name! This is BDC rep name calling from dealer. My number is phone number. Just sent you quick email about pricing here at the dealer. Let’s get you in, give me a call back at phone number.
Easy!
Gotcha! The text opt-in is going to be the same.
And so it continues!
On Day 3, send this email template (or one of your creation!). The subject line could be something catchy like “RE: thinking about you.” I love fun subject lines.
Hi Yi,
My name is BDC Rep Name, and I was hoping to get in touch today.
Let’s make an appointment to work on moving forward with the vehicle you are interested in. I have some time available at 515pm.
When would you be able to come in today? If not today- let’s plan for sometime this week. What time works best for you?
Thanks,
This email is even shorter, but the subject line and suggested time might catch a bite from the customer. That’s what you need!
At this point, you assume they have listened to at least one of your voicemails and read one of your emails. As such, the voicemail can be short and sweet:
Hi customer name, BDC rep name from dealer name. Just wanted to see if you had some time to chat regarding the car. Call me at number
The first crucial 72 hours have passed and no response? Time to let up a little. You will still call and email every day, but no voicemails.
Here are some of my favorites:
Hi Customer Name,
I hope I haven’t been a bother. I’m dedicated to taking great care of you and I want you to know that I am here to assist. I hope I haven’t been reaching out too often!
Call me at 408-709-6455 to discuss your new car interest. I’ve got some interesting hook/special running through the end of the week.
Sincerely,
The catchy subject line, hook/special that expires, and short. That’s the key. Here is another:
Hi Customer Name,
I hope that my follow-up isn’t causing you to avoid calling in! I’m trying my best to assist you. Let me know the best way to chat.
Call me at 408-709-6455 to discuss your new car interest. I’ve got some interesting hook/special running through the end of the week.
Sincerely,
Hi Customer Name,
I recently got called into HR because I spend too much time on the computer at work. I had to explain that it was just because I’ve been trying to get in touch with my hard to reach customers!
Call me at 408-709-6455 to discuss your new car interest. I’ve got some interesting hook/special running through the end of the week.
Sincerely,
This kind of stuff is gimmick-ey, I agree, but it can work. By the time your customer sees these emails, they have ignored 5+ other attempts. These set you apart.
There comes a time when you need to show value by showing scarcity. Your attention is not infinite; the customer needs to know you will be discontinuing active follow-up. By telling them that you will be “taking away” attention, you provide a different message.
this ship has sailed (almost!)
Dear Customer Name,
It’s been 8 days since you’ve put in a lead and I still haven’t heard from you. I’ll be removing you from active follow-up today if I don’t hear from you- which is a bummer because we have some specials/finance program/etc coming this week that I would have loved to tell you about.
If you want to hear more- shoot me a line.
Thanks,
Easy and clean.
So there you have it! A fully optimized 8-day plan to handle unresponsive web leads. I believe this cadence is optimal. It totals 12 phone calls, nine emails, and two text messages.
Let me know your thoughts below in the comments!
I encourage the use of a strong follow-up email after phone call sales template.
Customer contact is a fickle thing. No matter how charismatic you are, it can be difficult to make an impression on a customer quickly. This difficulty is multiplied when you are working with multiple customers, especially when the conversations are on the phone.
One of my favorite tasks is crafting the perfect follow up sales email after no response. I believe in the car sales career, and I think that those that can master your follow up process is key to your success.
Being able to close low hanging deals is one thing, but selling hard to reach customers is an entirely different task!
This article is focused on writing the perfect follow up sales email after no response for car sales, but these templates have been built from experts across several industries.
As such, they can be appropriated for most sales organizations.
Plenty of reasons exist for your no response customers. Indeed, some never wanted to inquire in the first place and see your constant tries to contact them as just part of the daily deluge of spam emails.
The people we want to concentrate on are those who want to buy, but haven’t yet:
So you need to be crafting the perfect follow up sales email after no response that builds rapport, offers value, uniquely, at the right time. The first three are content and the fourth demands that you follow up consistently. If you send one non-response to follow up email and then give up, you are not giving yourself excellent odds.
Let’s start by showing some lackluster examples of standard non-response emails that don’t work. After we break down what’s wrong, we can jump into some expert alternatives.
When I was secret shopping for my last article about car sales follow up scripts, I did some secret shopping online. I targeted a local Porsche dealer, hoping to find some strong follow up. If you read that article, you would already know that I ended up disappointed…
And that’s it. No other follow up, no more calls. For a customer interested in a $90k car they sent one automated email, two templates and called once. I was pretty disappointed.
The last email I received is one that I have seen many times with slight tweaks. This follow up sales email after no response is providing a solution for something that wasn’t a problem. See if you can spot what they are trying to address:
Hello Steve,
As the E-Commerce Department Manager I am checking in on your experience.
Has our team met your expectations? Is there anything I can do for you?
Driven to Excellence,
David Saucedo
Sales Manager
Porsche of Fremont
Direct: (510)***-****
Fax: (510)***-****
www.porscheoffremont.com
The system that sent this was working to utilize a common sales strategy, the change of face. This sales strategy is advantageous during the sales process when a potential client may not be interfacing well with the salesperson. This strategy is not sufficient, however, when the problem is non-response. The customer isn’t not responding because the salesperson pissed them off; they aren’t responding because of our four key reasons above.
This email comes to me from Leith BMW in Raleigh, North Carolina. I did some secret shopping there and was initially disappointed with the response. Their response times had been great, but the templates (and lack thereof) that they used were not the best.
When jumping back in my secret shopper identity, “Steve Cornelius,” I expected to find an inbox full of emails. I figured that this dealership would have an actual follow-up game, just maybe not the best content.
So the follow-up schedule is every three days. Not a bad schedule to set up, assuming it is automated. I think that if you are going to have this
I went through all of those emails. This one is the most follow-up sales email after no response from me for a few days.
Steve,
It has been several days since you contacted our dealership. I would like to be able to meet your needs. Please help us by answering these questions so that we can do our best to earn your business.
Did we not have the vehicle you were looking for?
Please let us know, we may have that vehicle available now.Were we not able to get you the price or terms to fit your budget?
Please let us know, Dealership and Manufacturer incentives change on a regular basis, so we may be able to work out a better deal than previously offered.Have you purchased a vehicle elsewhere?
Please let us know, so that we can update our customer records.If you have yet to make a purchase, please contact me at your earliest convenience and I will provide some current numbers that reflect our inventory and any incentives currently available.
The staff of Leith BMW wants you to know that your time and business is important to us and we will make every possible effort to earn your trust and your business. Your complete satisfaction is our top priority!
Thank you in advance for your feedback.
Evelyn Gonzalez
Internet Sales Coordinator
Leith BMW of Raleigh
