Poor Responce Letter

Our dealership has upgraded its CRM tool to help with our clients.  However our form letters are lacking the profesionalism that we strive for.  My manger has asked me to see what kind of help we would be able to recieve in finding a good source for letters to send out.  Any Ideas?

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Permalink Reply by Mitchell Brenner on June 18, 2011 at 3:14pm
First off, a good letter must have good grammar and spelling so responce is not a good start. What CRM are you using? Most have the ability to produce professional looking letters.
Permalink Reply by Leonard Buchholz on June 18, 2011 at 3:16pm

Hello David,

In my spare time I ghost/write letters, marketing, etc...Be happy to consult and give you a few ideas, etc...send an email to me at buchholz7@gmail.com at your convenience. There are many sources for form letters, the problem is, they sound like a form letter. It takes a little polish to make it sound like you and your Dealership.

Permalink Reply by John Chaney on June 18, 2011 at 3:30pm
I've got 28 years in the new car business from salesperson to general manager.  I am also an excellent writer and use to program my own letters into R&R. I'll write them for you for a reasonable price. Jot down your thoughts and reason for each letter and I'll produce them. Contact me at john_chaney@hotmail.com.
Permalink Reply by Trace Ordiway on June 18, 2011 at 5:39pm

David -


You have potentially opened up a huge and controversial topic.  You will soon discover that there is little agreement in the community regarding the issue of templates content.

 

I have a question: you say your templates are lacking professionalism.  What exactly does "professionalism" mean in this context?  They don't deliver an effective message?  They are full of typos and misspellings?  They are fugly?  That is the first thing I/we need to know.

 

Secondly, in my experience, good templates are essential, yet they are secondary to a good 1st response & continuous follow-up process.  (Not as scary as it sounds).  Is your process good, and just the templates weak?  Or do both need a tune-up?  Or worse yet, a major overhaul?


Feel free to contact me off-list if you want to discuss this deeper.  Meanwhile, you should find some worthwhile free info HERE. 

 

Trace Ordiway
Ford-Lincoln Digital Team
Dallas Region
214-577-2711 voice/text
tordiway@flmdmc.com

Permalink Reply by Guy Manasse on June 18, 2011 at 7:16pm
Well said Trace, i know you do a great job showing Ford-Lincoln stores the right way. many people just tell people to fix stuff from OEM's, you actually show them.
Permalink Reply by Mark Hilger on June 18, 2011 at 10:43pm

Can I jump in and say that Trace gave the best advice.  CRM's are just a database.  Trash in trash out, we use Salesforce.com for crm and net-results.net for marketing automation.  Both of these products are extremely powerful when used to support a good process.  With out the process and in the marketing automation piece process and good content the results are not good.

I was going to say give me a call if you want some unbiased (this is not a field we get into, or products we sell) advice but I see Trace is a factory guy so he can probably do a better job of pointing you in the right direction.  With that said any of these guys that offered help can be helpful but you need to identify what you need help with.  Just remember this still to this day no substitute for simple "Thank You" card when a customer actually comes in.

The salesman should send this out the same day a customer or prospect comes on the lot or shows some other meaningful interaction that goes deep enough to garner the customers address.  You probably know your CRM can be set to assign this task through workflow.

Good Luck

Mark

Permalink Reply by Mike Johnson on June 19, 2011 at 12:20pm

There is some good advice here. Just remember what you are trying to accomplish with your letters. Are you trying to secure an appointment? get them to opt-in to a specific customer list? You will be more successful if you start a conversation, rather than complete the sale in a letter...

 

This is right in my wheelhouse--one thing I've done for others is to begin upselling F&I products before the customer even comes back in.

 

Mike

mike@vexxt.com

Permalink Reply by David Goodison on June 20, 2011 at 9:23am
Instead of a Poor Responce, get ProResponse.  www.proresponse.com  It is the best in the business, period.
Permalink Reply by David Goodison on June 20, 2011 at 11:50am
Ms. Wengel, I think you must be mistaken.  Point one out for me please.
Permalink Reply by David Goodison on June 21, 2011 at 11:40am
Ms. Wengel, DE is a forum designed to help.  You said you found errors.  I can't find any.
Permalink Reply by Theresa Wengel on June 21, 2011 at 11:44am
The error I found was no longer there when I went back. Whether it was corrected or I was mistaken, I am not certain.
Permalink Reply by David Goodison on June 21, 2011 at 11:50am
Thanks for checking Theresa.

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