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Don’t ignore email gold dust!Back

The New Year provides the perfect opportunity to review the performance of your business and make sure that your working strategies and methods are as good as they can be.

One of the most powerful tools within any business is the internet, and with it comes the ability to send and receive emails on a 24 hour basis. In fact, emails can be the hidden gold dust in a business if they are utilised correctly.

Most companies will experience an influx of emails on a daily basis, and it can be difficult to respond to all of them with the care and detail which is required – this is where you could be missing a vital trick if you fail to recognise the power of an email enquiry.

With access to the internet now so accessible via the use of mobile, tablet and desktop devices, people can surf the net and get in touch at any time of the day or night. In fact, internet shopping during the evening has become very popular as people have more time to conduct the necessary research and browse for the things they want.

Making sure that your website offers potential customers an easily accessible, user-friendly service is half the battle – good quality photos and high definition video can go a long way towards attracting buyers, but it’s how you go on to handle an email enquiry which is key to a potential sale.

What makes handling an email enquiry successful is knowing which questions to ask. Capturing data such as vital contact details and an email address is the first step, but following up on enquiries regarding a specific car or deal will be detrimental to making that all important sale.

Trusted Dealers recently conducted a survey in which we mystery shopped 60 of the top dealer groups across various dealer websites and classifieds to find out which dealers responded to their emails within 24 hours and provided the best all-round service to customers.

Just over half responded within 24 hours with Snows group the fastest off the mark within ten minutes. Lookers were only just off this pace and many other groups were ahead of the hour cut off point at which customers lose interest. Other groups had very well presented responses and a robust follow up which we can share (rather than invite loads of mystery shops to those demonstrating best practice). For Trusted Dealers guide to email best practice just drop me a line –

Although social media has become an internet phenomenon and provides a great platform for you to promote your business on a regular basis, it is important to realise that handling email enquiries well, will automatically generate leads. If you have a well-trained, well-drilled team and give them the right tools, your email enquiries will quickly turn into sales.

Beyond immediate response if you haven’t already done so, it is well worth looking into the procedures you have in place to farm your existing customers, as well as website visitors and prospects. Setting up some simple procedures such as an email to welcome people to your site, or a regular newsletter to keep people in touch with the latest deals and company news, is one way to forge a lasting relationship with buyers.



Posted by Leana Kell on 01/01/2013