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What’s the Best Way to Describe a Vehicle on a Lead?
According to many top performing Internet Managers, the easiest way to describe a vehicle is to send the vehicle’s window sticker to the customer showing the standard equipment, options and price. But the very best Internet Managers, who get the most replies back from customers, are the ones who focus on the needs of their customers and show value by highlighting specific vehicle features. This strategic approach distinguishes your dealership from your competitors.
Customers interested in a van, may want to know about the rear seat entertainment package option to keep their children interested in movies during long trips. A truck buyer may want to know about the chrome trim package that differentiates this truck from others. A high-performance buyer may want to know more about the vehicles horsepower ratings. A luxury buyer may want to know about the dealership's customer service advantages, i.e. the car wash discount while you wait for service, the in-store Starbucks stand convenience or the complimentary Wi-Fi access.
Focusing on a specific vehicle feature is helpful when InternetManagers read a customer’s email and try to understand the reasons why the customer is asking about the vehicle. When you identify the reasons why a customer is interested in a certain vehicle, you can reply back to them highlighting an option and providing additional information. For instance, if a customer is interested in a high-performance Mustang, you can describe the different horsepower ratings and even copy and paste the different horsepower ratings from the OEM website.
This simple act provides the customer with better customer service than they were likely expecting. It demonstrates that you are willing to take the time to provide a high quality and personalized response. Your message starts to build the customer relationship, providing value to the customer. This can encourage the customer to reply and ask further questions about the highlighted option or to inquire on another vehicle feature.
In addition to providing information on the specific vehicle the customer inquired about, don’t forget to offer several vehicle alternatives. You can simply say “I know you inquired about a certain vehicle,
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