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E-mail is Killing You!
Type one wrong word and you’re dead… you will laugh when you recognize
the real world examples of the good, the bad and the ugly sides of e-mail
  Actual examples of best and worst practices in e-mail communication from 
  dealerships all over America.  Improve e-mail communications with 
  customers, increase phone contact percentages and appointments 
  scheduled.  Implement words, phrases and template e-mails on your first day 
  back to start selling more cars on your second day. What to avoid, and how to 
  recognize the e-mail death traps that too many Internet sales specialists are 
  using in thousands of dealerships. See examples of actual disaster scenes, 
  sales mayhem and the brutality of gross profit destruction caused by as little 
  as a single word that was poorly chosen. Gain insight into pitfalls of e-mail 
  when used inappropriately as a replacement for good phone communication 
  skills. See lead management tactics that leverage e-mail to dramatically 
  increase the number of phone conversations between your dealership and 
  the people that sent those leads. Learn how to use e-mail the right way. 
  Attendees will receive access to online resources:.            SeeLastSlide.com
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                  ‹#›
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 INTRODUCTION:       Ralph Paglia
    Director - Digital Marketing
    ADP Dealer Services

• 20+ year automotive industry leader in Digital
  Marketing, Advertising, Lead Management and
  dealership CRM process design and execution.
• Executed Digital Marketing strategy that generated
  144,000+ leads to single-point Chevy dealer in 2 years.
• Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006.
• Worked with Ford in 2007 to develop first Tier 3 Digital Advertising
  program providing dealers with geotargeted Tier 1 marketing assets
• Managed first retail automotive Behavioral Targeting Digital Ad pilot
  program while at Courtesy Chevrolet in 2005, 2006 and 2007
• Started generating Internet leads in 1988 using CompuServe ISP
  access and vehicle listings on defense contractor BBS’s in SoCal
• Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM,
  Honda, Toyota, Mercedes-Benz, Hyundai and over 200 dealers.
Cell: 505.301.6369     ralph_paglia@adp.com       www.ADMPC.com 
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008 ‹#›
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 Do any of the email messages sent to
 customers by your dealership generate
 radioactive sales fallout?
RADIOACTIVE SALES FALLOUT:
Negative impact that occurs when
an opportunity to do business is
handled incorrectly on a scale that in
addition to losing 1 sale, the customer
is transformed into an outspoken critic
motivated to take additional actions to
prevent other customers from doing
business with your dealership.
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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  ----- Email Message From Customer to Toyota -----
  From: Jeff McGrath [jamcgrath@email.msn.com]   Sent: February 05, 2009 2:18 PM   
  To: Advisor4@buyatoyota.com   Subject: Re: JEFF, how is your TOYOTA request going?

  My request went terribly. XXXXXXX would not send out a quote by email as 
  requested.  The salesman told me I had to come in to the dealership to talk 
  about options before giving a quote.  They misquoted MSRP to me.  Then after 
  I came in, XXXXXXX held onto my license for 3 days.  I tried to get it back and 
  they said they would send a salesman to my house with the car.  I said no and 
  that I wanted to pick up my license at the dealership -- it took 3 days for them 
  to get it there.  
  I got a apology mail from them later - but I never gave them my address.  They 
  got my address from my license as they withheld it.  If they ran a credit check 
  on me while they held my personal information I'm going to scream .  I will 
  never go to that dealership again.   Where do they make people like 
  that??  AND I LOVED THE CAR.  I WANTED TO BUY IT.
  I am not upset with buyatoyota.com - you guys rock.  I hope you guys find out 
  a way to bypass the dealerships altogether.
  Thanks,  Jeff

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                     ‹#›
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 ----- Email Message From Customer To ISS -----
 Subject: No Subject
 I got your voicemail, I was in lecture. What do you 
 mean my email message made you laugh? 
 You should respond via e-mail so I can read what I 
 wrote plus your response. This is the wonderful 
 thing of e-mail, no phone calls. 
 When you get this message, please reply by email. 
 Denise

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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   The Telephone - Still the Killer Sales App!
Before we get into more detailed talk about email communication, there’s one
thing that every Internet-savvy dealer needs to keep in mind:

           The telephone is still the killer sales application, second only to the face
      to-face meeting. I once heard that Donald Trump never uses a computer;
      he’s always on the phone. Regardless of what you might think of Mr.
      Trump, you can’t deny the man’s success.
          Yes, you’re an Internet dealer, and yes, these are Internet prospects
      who prefer to interact online. Still, it’s business critical to get on the phone
      whenever possible, in addition to emailing your prospects, until they
      expressly tell you not to.
That being said, the following slides present techniques that can help
you eliminate the problems preventing your email messages from
producing their desired outcome with prospects and customers…
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                  ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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                  DigitalRalph.com says:
                  “NEVER type out the same, or similar email
                  message a second time! If you must write an
                  email message about something related to
                  buying a car, then odds are you will need to write
                  a similar email message again in the future.
                  Save any email you create as an email template,
                  then every time you use it, refine that template,
                  improve, rewrite, edit and rework it. Then, save it
                  again as a template before sending… Repeat
                  process so you develop a powerful set of email
                  templates that are CONTINUOUSLY OPTIMIZED!”


Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008      ‹#›
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                  DigitalRalph.com says:
                  “Use a system of Email Templates organized by
                  number prefixes, with the template numbers
                  sequenced according to the process workflow of
                  how they are most often used… Then you can
                  create email and phone process charts that refer
                  to the template or phone script by number.
                  Having documented processes makes it easier to
                  train people, review and improve the processes”
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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  Spam Filters have Changed the Rules… And, the Penalties!
 Anti-spam filters are the mine fields in the war against spam, and they’re a
 threat to your outbound dealership emails. There are spam filters on the mail
 server, or Internet service provider, side;
 in corporate firewalls; and also on the
 client-side, or your intended recipient’s PC.

 Many filters today assign a point 
 system to certain trigger words, 
 phrases, or punctuations that are 
 commonly seen in spam emails. 
 If an email surpasses its quota of 
 spam points, it is sent to the junk 
 email folder or else destroyed 
 before it ever gets to your         Spam Filters work like a Missile Defense system, 
 intended recipient’s inbox.         blowing up your dealership’s email messages 
                                                    before they hit your customer’s inbox
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                          ‹#›
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  Spam Filters have Changed the Rules
 The top Internet service providers, like AOL, MSN, Yahoo, and Verizon, all have their
 own customized rules for defining and weeding out spam. The big ISPs have routers
 for their email domains that analyze all incoming emails. These routers can block
 emails that come from certain addresses, which the ISP has “black listed,” because
 consumers have complained about spam.
Dealers that have been put on Black Lists may 
not be aware of the problems it can create… 
And, it is almost impossible to get off!  

Dealers need a “good email reputation” with 
customers, because complaints can mean doom 
for your email marketing program. This goes for 
both your dealership and your CRM tool vendor 
– both of which have an impact on ISP relations 
and a hand in staying off email Black Lists.                         ISS’s can inadvertently 
                                                                     get dealers “Blacklisted”
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                         ‹#›
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Create Relationships with Your Customer’s Top 5 ISP’s
The most important element to getting your emails through is maintaining
good relations with Internet Service Providers. Email servers that send your
emails must remain in good standing. If a few consumers complain to their
ISP about junk mail coming from a particular dealership’s mail server, the
ISP will address the issue by categorically blacklisting, or blocking all mail,
coming from that server. This will affect every department that sends emails
from that server. A quality email service provider will
always work to maintain good relations with ISP’s.

As a dealer, the part you play in maintaining that 
good reputation is building your email list and 
controlling email content.  Do not abuse how 
often and how many people you send bulk 
emails to.  Seek a partnership where you and 
your supplier protect each other’s interests. Web analytics will show the Top 5 
                                                                     ISP’s used by your customers
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                                  ‹#›
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   Your Email Content, Structure and Form
 Especially Watch Your Language
 Part and parcel with maintaining good relations with ISPs is the content and format of your email
 communications. Words, phrases, punctuation and HTML coding commonly used by spammers raise red
 flags to the spam filters, so its important to be cognizant and avoid them when you can. It’s a list that changes
 on a regular basis, so be sure to check for updates.
 “To” and “From” Fields
 1. Watch what you put in the “To” and “From” fields in your  
     emails. Try to avoid the following:                  Ø sales@
                    Ø friend@                             Ø mail@
                    Ø public@                             Ø hello@
                    Ø success@

 2. Also avoid in these fields: 
                      a lot of spaces or an empty field a strange 
                      name, or unreal name in the From field

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                                              ‹#›
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 Subject Line Content
 • In your message subject line, be as specific as possible, 
   with as many relevant details as you can fit. Spam filters 
   are more inclined to let specific messages through than 
   generic ones. Example: when your dealership sends a 
   newsletter, say it’s a newsletter and include the month of 
   the newsletter in the subject line
 • Avoid using punctuation symbols – like “ ” quotation 
   marks, $$$ dollar signs, and !!!! exclamation points
 • Avoid using all CAPITAL letters, in other words, no need 
   to SHOUT – you’ll wake up the spam filters!
 • Avoid putting a toll-free (800) number in the subject line 
   (local area code numbers are good)

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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 The following words, in both your email subject headlines 
 and in the body of the email are known to trigger filters:
   Free - alone or in combinations,                             Discount!
   for example:                                                 what are you waiting for
             “free dinner with test drive”                      while supplies last
   FREE – in all caps                                           click here, click below
   Guarantee, GUARANTEED                                        million dollars
   cash                                                         Don’t miss this
   money back                                                   50% off!
                                                                Subscribe
   Savings
                                                                hidden
   Call now
                                                                opportunity
   $$$$
                                                                Compare
   !!!                                                          You're a Winner!
   Hello
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                         ‹#›
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 The following words, in both your email subject headlines 
 and in the body of the email are known to trigger filters:
     remove                                                          No cost, No fees 
     collect                                                         Offer
     amazing                                                         One time
     cash bonus                                                      Please read
     credit                                                          Don't delete
     loans                                                           Save up to
     Act Now!                                                        Time limited
     All New                                                         Visit our website
     Buy direct                                                      While supplies last
     Special Promotion                                               Why pay more?
     easy terms                                                      You've been selected
     great offer                                                     give it away, giving it away
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                                  ‹#›
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 Your Email Content, Structure and Form


 The following words, in both your email Message Body of 
 the email are known to trigger filters:
       One or more lines of large fonts or all caps 
       – YELLING at the recipient
       At least 70 percent blank lines 
       Header contains numbers mixed in with letters 
       Message body claims not to be spam
       Body contains "removal instructions"
       Body contains "Dear friend"
       Excessive use of “click here” 

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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 If you use HTML emails, consider the following to avoid spam filters:

 1. Do use all-white backgrounds instead of colors.
 2. Do use style sheets in your HTML code if possible.
 3. Do include links to Web pages with robust content 
    instead of trying to include that content in your email.
 4. Do use tables to organize information and separate 
    numbers from text.
 5. Don’t send HTML messages without a text alternative.
 6. Don’t use oversized fonts.
 7. Don’t use a lot of different colored fonts.
 8. Don’t include “.exe” files or attachments with your 
    message unless requested by recipient.
 9. Don’t use BCC distribution with over 10 emails. 

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008       ‹#›
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 Build, Use, Monitor and Test Email Templates

 Ø The email marketing universe is changing rapidly, with 
   new technologies and new tricks by spammers, so it’s 
   important to continuously monitor, test, and make 
   adjustments to ensure the integrity of this critical 
   communication channel for your dealership. 

 Ø It’s a good idea to open email accounts with all the main 
   service providers, including AOL, Yahoo, MSN, Hotmail, 
   Gmail, and others, so you can see what your customers 
   see. Check your database and see what email domains 
   are commonly used among your customers. 

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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   Develop Email Standards and Policies for the Dealership

   Ø Email marketing is one of the most cost-efficient tools 
     at your disposal. This doesn’t mean you should simply 
     accept it as a cost of doing business that a percentage 
     of your emails are not going to get through. This is 
     unacceptable and, in a way, let’s the spammers win. A 
     good email tool provider is your first line of defense. 
     Setting email marketing standards for your dealership 
     is your second. Make your email marketing program is 
     top notch, just like your showroom, your service 
     department, and your website, and you can reap huge 
     rewards from this vital communication channel.


Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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         Request For Quote Lead Response
         Managing Expectations




Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
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 ---------- Response from the Customer’s to the Dealer’s First Personalized Message  ------------
                                                                                                    1
 Subject: Re: About your certificate from ABC Motors...
 Something must have happened to my inquiry amongst 
 these replies I'm getting from you. 
 Anyway, I see you have a Spectra Blue Camry listed. What 
 equipment is on it and what kind of price are we talking 
 about? Yesterday I mentioned trading in my Miata but I've 
 decided if the car contains what I'm looking for (must be a 
 5 speed for sure),  instead I would like to know what kind of 
 a trade we would be talking about for a 2005 VW GTI GLS 
 1.8 Turbo with 31K miles on it.
 Thank you
 Don Hill

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                                  ‹#›
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  ---------- Response from Dealership to the Customer’s Message -----------
  From: sales@toyotaofbuttwipe.dealerspace.com
  From: sales@toyotaofbuttwipe.dealerspace.com
  Date: 13 Feb 2009 16:15:15 -0500 (Eastern Standard Time)
  Date: 13 Feb 2009 16:15:15 -0500 (Eastern Standard Time)                                                         2
  From: ABC Motors  To: Don Hill 
  From: ABC Motors  To: Don Hill 
  Subject: 2009 Camry #321014
  Subject: 2009 Camry #321014

  Hello Don, below is price information on the Camry described.  The actual price is up 
  to you.  You know your budget better than we do.  Just make us an offer and it 
  is as simple as a yes or no or what is acceptable.  It's as simple as that.    On 
  your trade, please go to kbb.com.  They will give you a pretty fair indicator 
  Everytime we give a trade in estimate over the internet or phone without 
  seeing the car we are always wrong.  Either we give you too much or not 
  enough, and then we look bad to you right in the beginning.   Not very fair too you. 
    Give me a call with other questions and if I am not in our associate manager, Mr. Ken 
  Felby is familiar with your inquiry.
  Thank you for your inquiry on the Camry.  Below you will find important information about this vehicle and several 
  Thank you for your inquiry on the Camry.  Below you will find important information about this vehicle and several 
  other vehicles very similar to what you requested:

  Year & Make: 2009 Toyota
  Model: Camry model 2844
  Color: spectra blue 
  Stock # 321014/options FE CL AW SR UP XU Z1
  MSRP: $27573.00
  Dealer Invoice: $24776.00
  Internet Price: ????
  please see Curt Williams
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                                                      ‹#›
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   -- Second Email response from customer sent to the dealership --
                                                                      3
   Subject: Re: ABC Motors; 888-555-7777 x3009


   Thank you for your response. This car 
   has more options on it than what I'm 
   looking for but just sending me the 
   option codes means nothing without a 
   'key' to the option codes. At this price 
   I suspect it's an automatic with sunroof, 
   two items I definitely don't want.
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008        ‹#›
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  ----- Message from Customer Responding to Dealer’s Broadcast Email -----

  Subject: Re: Are You Still In The Market?
  Sorry, I thought I responded.  What I am after is 
  an AVALON XLS WITHOUT A SUNROOF.  Also, 
  my preferred color is Desert Sand.  Let me know if 
  you are able to find this one.
  Thanks, 
  Bill Wilder


Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008           ‹#›
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 ----- Message from Customer to Dealership after Salesperson Spoke with Customer on Phone -----
 Subject: price request
 Hi,
 I have spoken to Nick on the phone and tentatively set up an appointment for Sat 
 (tomorrow) at 1pm.  I won't be able to make it (I am not feeling well.)  Please pass this 
 message on to Nick.  I have included below the car I am looking to order - a Matrix 
 complete with options.  
 Matrix XR
 2 wheel Drive
 Automatic
 Color:  -- Desert Sand Mica
 Anti Lock Brakes, Side Impact Airbags, All weather guard package, 
 Floor mats, Cargo mat, Rear bumper protector

 Would you be able to give me an idea of pricing on such an order and whether you can 
 give me the 1.9 % Financing?  I would like to have the information prior to the weekend 
 so that I can make a decision over the weekend.
 I think I covered it all.  If you have any questions, please email back.  I am not feeling well 
 and it's easier for me to email than to talk, but I would like to get something going on this.
 I appreciate your helpfulness in this matter.  
 Sharon Jamison
 Washington National Bank
 TSG - Information Delivery
 206-555-6769
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                                ‹#›
                                                                                                       ‹#›




  -----Message from Customer to Dealer in Response to Broadcast Email-----
  Subject: Re: Are You Still In The Market?
  Hi,
  I've been speaking with Judy (her name escapes me at the moment), and I am still in the 
  market. I just don't have time to deal with it at the moment. It's not an urgency for me.
  Thanks a lot, Gavin
    ----- Original Message ----- 
  Subject: Are You Still In The Market?

  Hello Gavin Niestrami: 
  I regret  not having  been successful in contacting you regarding your Internet Purchase Request... It 
  only seems fair to  give it one more try. 
  I'd appreciate it very much if you would advise me as to whether you have already bought a car or 
  truck... Or, if you think you will be buying elsewhere. 
  I am ready to  provide you with a great deal and a pleasant buying experience, as I have for many 
  other customers who have sent us requests using the Internet.  
  Thank you,
  Curt Williams

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                                     ‹#›
                                                                     ‹#›




  ---- Response from Customer to Dealer’s Autoreply -----
  Subject: Re: Toyota of Springville; 800-555-1234
  Thank you. Can you tell me what the towing 
  capacity is on the Tacoma? I think I am 
  looking for an automatic, either ext. cab or 
  double cab, 2WD and 6 cylinder. I would 
  probably be comfortable with a 6000 lb 
  towing capacity. 
  Thanks,
  Brenda
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
                                                                     ‹#›




 ----- Response from Customer to Dealer’s Broadcast Email -----

 Subject: RE: Are You Still In The Market?
 Hello - thanks for contacting me. I am still in the market and 
 I have been working with Ron and Steve at your dealership. 
 The real problem is that you do not have the exact vehicle I 
 want on your lot. Does the Internet Dept. work on a 
 different price structure than working directly with a 
 salesperson at the dealership like I was doing? I am 
 interested in a V8 limited 4Runner (which is different from 
 what I was originally interested in). I want the 6 disc 
 changer in dash, sunroof, and rear spoiler. Do you have 
 that available or can you get it?
 Thanks.
 Jerry
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
                                                                                 ‹#›




  ----- Message Sent to Customer by Dealership Salesperson -----             1
  Subject: Are You Still In The Market?
  Hello Jaime West:  

  You were here and you left, I thought it was Juan that 
  drove you away, so he went to Malaysia, your new 
  manager is CJ Singh.  Please contact him for a new test 
  drive. I regret not having  been successful in contacting 
  you regarding your Internet Purchase Request... It only 
  seems fair to  give it one more try. I'd appreciate it very 
  much if you would advise me as to whether you have 
  already bought a car or truck... Or, if you think you will be buying 
  elsewhere. I am ready to  provide you with a great deal and a pleasant buying 
  experience, as I have for many other customers who have sent us requests 
  using the Internet. 
  Thank you,
  Thank you,
  Curt Williams

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008               ‹#›
                                                                         ‹#›




 -----Customer Response sent back to the Dealer-----
                                                                     2
 Subject: Re: Are You Still In The Market?

 Hello,
 This is Jaime West.  I am currently still trying 
 to sell my car. Until I sell it, I will be just 
 waiting and thinking.  Thank you for your 
 response.  I will get back to you when I have 
 sold my car!  Thank you for your time.
 Sincerely,
 Jaime West

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008       ‹#›
                                                                         ‹#›




 ----- Customer Response to Broadcast Email Sent from Dealership -----
 Subject: Re: Are You Still In The Market?

 Thanks,
 We are still looking and are swaying back and forth between 
 the highlander, an audi wagon, and a honda pilot - we have 
 not even test driven yet and hope to make a purchase in the 
 next 6 weeks - also looking at trading in a 2005 Honda 
 Accord EX with 45000 miles;
 David Ridge
 1216 N 97th Street 
 Seattle, WA 
 98108 
 davidridge@mail.pge.com  
 (206) 555-9850 

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008       ‹#›
                                                                                ‹#›




  ----- Dealership’s Response to Customer’s Initial Inquiry Message -----
  Subject: Re: ABC Motors/Jeep                                                1
  Thank you for your inquiry on the 1999 Jeep.  The actual stock # is 
  10810A.  On your trade, Chuck...I quit doing that over the phone or 
  internet.  I am always wrong.  Without actually seeing the vehicle and 
  having our 2 appraisers see it either I don't give enough or I give too 
  much.  So, could you please go to kbb.com and they will give you a fair 
  indicator of what your vehicle is worth.  We actually also get on the 
  phone and call a Dodge store while you are here and get a buy bid.  It's 
  the only way to be fair to you.  I hope you understand.  The Jeep is in 
  excellent condition and for you to drive all the way to here and see it I 
  would have to charge you $10,995.00 plus tax and license and of 
  course all the free coffee you could drink.  Let me know and I look 
  forward to meeting you.  NOTE:  the associate manager that knows a lot 
  about that Jeep is Mr. Roman Polyak.  He is also a professional auto technician 
  so he also knows the mechanical aspects of it.
  Curt Williams
  e-Business Marketing Manager
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                ‹#›
                                                                         ‹#›




  ----- Customer’s Message sent back to the Dealer -----             2
  Subject: Re: ABC Motors/Jeep

  Hi Curt, 
  Just to let you know I have been pre-approved by 
  my credit union.  So if you find the numbers I 
  presented you with close enough to discuss let 
  me know and we can set up a time to meet.  If not 
  then I do appreciate your time. 
  Thanks 
  Chuck 
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008       ‹#›
                                                                        ‹#›




   ----- Customer’s Response to the Dealer’s Personalized Email -----
   Subject: ‘09 Toyota 4Runner SR5
   Hi Folks, 
   Thanks for the reply and info. If you do have an 
   SR5, 4WD, V-8, Galactic grey exterior w/stone 
   interior: Any chance of getting a price quote 
   along with the list of options on the vehicle? 
   Please advise as soon as you can. 
   Thanks, 
   Bill Flannery




Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008      ‹#›
                                                                              ‹#›




   ----- Original Personal Response From ISM to Internet Customer -----
   From: ABC Motors                                                       1
   To: Wayne Holman
   Subject: ABC Motors; 888-555-7115 x3009
    

   Hello Wayne, I wanted to give you some additional pricing 
   information on the Prius.  I have two on the floor as described below.  
   Did Nick offer for you to take the Prius out for a couple of hours?  
   Just to get the feel and flow of the car.
   Thank you for your inquiry on the 2009 Toyota Prius. Below you will 
   find important information about this vehicle and several other 
   vehicles very similar to what you requested:
   Year & Make:  2009 Toyota
   Model:  Prius
   Color:
   Stock #: options FE CL RL BE
   MSRP: $21,549.00
   Dealer Invoice:  $20,678.00
   Internet Price:  see Nick Lashami please
Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008            ‹#›
                                                                             ‹#›




   ----- Customer Response to Email Sent by the Dealership’s ISM -----
                                                                         2
   Subject: Re: ABC Motors; 888-555-7115 x3009

   Greetings! Yes, Nick offered to take my wife and I out for 
   a test drive, but we had already driven the vehicle. We 
   know for sure that this is the type of car we want, but 
   need to wait 2-3 more months until we have saved up 
   enough money. (We have always paid cash for our cars.)
   I'm sure we will be in contact again when 
   we have the cash.
   Thank-you
   Wayne Holman
   Mountlake Terrace, VA

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008           ‹#›
                                                                                  ‹#›




    I live in Springville, but this is pretty much what I want. How would
    I get this checked by an independent shop, or is this a Jeep Certified
    Used Vehicle? Does this have ABS? How are the tires? Non-smoker
    before? Electric windows/locks? Overdrive tranny? Is this Sport,
    Classic, or Limited? I could be VERY interested! Please e-mail back
    before I come up with an offer!!
    == VEHICLE INFORMATION ========================================
    Lead Type:             USED
    Year:                  1999
    Manufacturer:          Jeep
    Model:                 Cherokee
    Trim:                  4DR
    VIN:                   1J4FF68S2XL555555
    Stock #:               10810A
    Price:                 $12,850

    == CONTACT INFORMATION             ========================================
    Name:                              Kevin Masereno
    Email:                             KMasereno@attbi.com
    Home Phone:                        (360)555-5752
    Day Phone:                         same as home
    Address:                           N/A

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008                ‹#›
                                                                           ‹#›
 USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST 
 GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS

“They also benefit from their cost-effectiveness -
the content is practically free.” Gibs continued,
“Notably, the Associated Press also stands out,
as a more traditional outlet innovating to keep
pace with technology. The launch of its video 
offering earlier this year has driven significant 
growth as consumers seek streaming content 
to complement online and print news. 




Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008   ‹#›
                                                                                ‹#›




                  Ralph Paglia
                  ADP Digital Marketing Solutions
                  www.ADPdigitaladvertising.com 
                  ralph_paglia@adp.com
                  Cell: 505-301-6369   www.DigitalRalph.com
                 Presentation available at: AutoDigitalMarketing.com
                 1. Join ADM
                 2. Go to “ADM Forum” 
                 3. Use Search: “Presentation File Exchange”
Attendees will receive free access to online resources they can use
to gain competitive advantage in their local markets. Email Templates:
        www.YourDealershipWebsite.com
or… http://www.automotivedigitalmarketing.com/forum/topics/1970539:Topic:6467

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008              ‹#›

				
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