Traver Online - Live Workbook
EC101 Auto Responder Best Practices
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
The e-Commerce Landscape
Traver Technologies has performed nearly a million e-Commerce Mystery
Shop experiences and evaluated them for quality and effectiveness
What we discovered:
There are a few areas where dealers have a
There are a few areas where dealers are
There are a few areas where dealers are getting
Generally, there was very _______ differentiation.
Copyright © 2011, ADP, Inc.
1
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
A Positive Shift In Your
Paradigm Can Result In:
QUALITY
More
More
More
MORE
Copyright © 2011, ADP, Inc.
2
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
The industry believes that _______ of
your response is the #1 determining
factor for the client who chooses to do
business with you. That belief is ______
and extremely ________________.
The industry believes that getting the
client on the phone “_______________
____________” is the best way to set an
appointment swiftly. That belief
proliferates _______ responses and
______ writing skills.
The Old Paradigms
The industry places more importance and
weight on _______________, rather than
___________________ first. This
emphasis leaves scores of
_____________ ___________every single
month.
Copyright © 2011, ADP, Inc.
There are many other paradigms that
cost dealerships and their Internet teams
to _________ ______________of dollars
each month
3
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
e-Appointment Cycle
• Receptionist
• Prepare
Thank You
• Manager
• Sales Consultant
•_____________ - With Title
•_____________– Sincerely
•_____________– Comfortable
•_____________*
* When Applicable
Copyright © 2011, ADP, Inc.
•Confirm Appointment
4
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
e-Appointment Cycle
Average Performance
_________ Incoming Leads
_________ ___% Schedule
_________ ___% Show
_________ ___% Deliver
_________ Net Delivery* Ratio
Benchmark Performance
_________ Incoming Leads
_________ ___% Schedule
_________ ___% Show
_________ ___% Deliver
_________ Net Delivery* Ratio
Hallmark Performance
_________ Incoming Leads
_________ ___% Schedule
_________ ___% Show
_________ ___% Deliver
_________ Net Delivery* Ratio
* These are current month’s close rate. It does not include the 3-4% additional NDR due to follow up from all previous leads.
Copyright © 2011, ADP, Inc.
5
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
The Facts and The Opportunity
After Studying Hundreds Of Thousands Of Inquiries:
On average, ________________ of the competing
stores responded.
When responded to, it took an average of ____
__________.
The initial (actual) response did not address 90%
of the ________ ___________. This _____________
the client from continuing the relationship.
#1 response was: _______________
#2 response was: ______________________
The average competing dealership performs at
____________________________________
______________ (current month’s opportunities).
Copyright © 2011, ADP, Inc.
The average cost per opportunity (OTDB) ranges
from $45 to $65 each. At this cost, __________
__________________________________ for a
dealership to be profitable in the Internet arena.
6
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
Net Delivery Calculator
Industry Average Performance
100 Inquiries
Cost of Doing Business
@ $50.00 = $__________
___% Schedule Rate
___% Show Rate
___% Close Rate
@ Avg. gross profit of $________
=__% Net Delivery Ratio
4 X $______ = $______Gross Profit
$________ Gross Profit On An Investment
Of $__________ Is ______ Profitable
Copyright © 2011, ADP, Inc.
7
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
Net Delivery Calculator
$_________Gross Profit On An Investment Of
$_________ ___ Profitable
Benchmark Performance
100 Inquiries
Cost of Doing Business
@ $50.00 = $________
___% Schedule Rate
___% Show Rate
___% Close Rate
@ Avg. gross profit of $________
= ___% Net Delivery Ratio
12 X $______ = $______ Gross Profit
Copyright © 2011, ADP, Inc.
8
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
The Basics – People Skills
The Purpose
Spelling and Grammar
This is about __________
professional as much as it is
about __________ professional
Use ______________________
Don’t use _________________
Never assume anything about
a client from their inquiry.
__________________________
______. Don’t cost yourself by
superficial or premature
judgment.
Copyright © 2011, ADP, Inc.
Don’t hit _______ (at the end of a
line)
Read, Re-read, and Have
Someone Else to
Proofread It
Templates should reflect one’s
_________. It should _______ be
written and proofed by the same
person.
Have a well written plan that is
_______ and provides language to
cut and paste. With this in mind, in
the heat of the battle, you are
always a _____________.
Be careful when you ______ and
_________
9
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
Average Auto Response Issues
Identify the challenges
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
The most common mistake made
with Auto Responders is:
________________________!
Numbers
Copyright © 2011, ADP, Inc.
10
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
“Auto Response” – The Purpose
In the world of electronic commerce, Auto Responders are used for
many reasons, but always for one purpose:
Copyright © 2011, ADP, Inc.
11
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
Auto Response Best Practices
It must be
Never
Do not
Do not
Test it
Copyright © 2011, ADP, Inc.
12
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
Auto Response Best Practices
Customer Inquiry
Sample Auto Responder
Name: John Doe
Hello John,
Make: Your Brand
I have received your Internet inquiry on the [Year] [Your
Brand] [Popular Model]. The [Popular Model] is an
___________ ________. I will be contacting you
________________________________________ to learn
more about how we can help.
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?
Copyright © 2011, ADP, Inc.
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]
13
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
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.
Have a great day!
Sincerely,
______________________
______________________
______________________
Best Number: ___________________
Next Best Number: _______________
_______________________________
Copyright © 2011, ADP, Inc.
14
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
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.
Have a great day!
Sincerely,
Mathew P. Thomas
Internet Sales Manager
Mazda World
Best Number: 713–XXX–XXXX
Next Best Number: 281-XXX-XXXX
[email protected]
Copyright © 2011, ADP, Inc.
15
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
Implement these “Best Practices”
Sample Auto Responder
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
[email protected]
Copyright © 2011, ADP, Inc.
16
Traver Online – Live Workbook
EC101 Auto Responder Best Practices
Completed e-Commerce 101 on this date ___________________
My Facilitator was
____________________________________
Best contact information _____________________________________
Coach’s Corner
www.travercoach.com
Make your appointment today!
(Group consultations are welcome)
www.traveronline.com / www.travertech.com
Copyright © 2011, ADP, Inc.
17