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Experience with e-mail only negotiations?

232 messages,  Last post on Nov 24, 2007 at 1:24 PM

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Messages Page 20 of 24

#182 of 232 Re: I guess I wasn't clear... [kirstie_h] by jipster

Jun 24, 2006 (8:01 am)

Replying to: kirstie_h (Jun 24, 2006 6:11 am)
That would be a good idea. Edmunds has a box to check for trim line and a comment box. So, maybe an additional box for option packages. Or,something to direct the customer to a Edmunds "build it" or options page with "clear" direction to be specific on what the customer wants when making specifications in the comment box.
 
There are a multitude of ways to steam line the process and make it more efficient. That's if the dealership is truly interested in more internet sales and not a ploy just to increase foot traffic...or phone calls.

#183 of 232 Re: I guess I wasn't clear... [kirstie_h] by nortsr1

Jun 24, 2006 (8:13 am)

Replying to: kirstie_h (Jun 24, 2006 6:11 am)
That would be agood idea, however; I know this can be done at the Chrysler website. Probably some of the other major mfg. websites also.

#184 of 232 Re: I guess I wasn't clear... [kirstie_h] by raybear

Jun 24, 2006 (8:56 am)

Replying to: kirstie_h (Jun 24, 2006 6:11 am)
We had that at Priceline. Edmunds has a comment box that some people take advantage of to clarify their needs.

#185 of 232 Re: I guess I wasn't clear... [kirstie_h] by british_rover

Jun 24, 2006 (9:22 am)

Replying to: kirstie_h (Jun 24, 2006 6:11 am)
I keep telling my self I won't read these type of threads anymore but this one at least stays marginaly civil so...
 
The internet requests we get from some sites actually have a format so people can fill in all of that information.
 
The problem is most people dont use it.
 
I have right in front of me an internet request for a range rover. I will type down exactly what it says. Anything in () is my commentary.
 
Make: Land Rover
Model: Range Rover
Year: 2006
 
(This is normaly filled in although sometimes the year is incorrect because most people assume we have left over 2005 MY vehicles still. I understand that as most makes do have left overs right now but we have not since January.)
 
Style: HSE 4dr AWD / Package: HSE
Interior Color: Blank
Exterior Color: Blank
Transmission: Transmision: 6-Speed Auto w/Comandshift
Engine: Engine 4.4l 32-Valve V8
 
(ok now everything in the above with the expetion of the color choices is filled automaticly as standard features. He didn't put in a color though which is not really a problem it just makes me assume he will list several colors he is interested in the comment section that I have not gotten to yet)
 
Options: STDEN: 4.4L 32-Valve V8
STDTN: Transmission: 6-Speed Automatic W/Commandshift
STDAX: 3.73 Axel Ratio
STDGV: GVWR: 6,384 lbs
STDTR: Tires: P255/55R19
STDWL: Wheels: 19" x 8.0" Aluminium Alloy
STDST: Front Bucket Seats
STDTM: Blenheim Leather-Faced Seat Trim
PAINT: Monotone Paint Applications
STDRD: Radio: Harmon/Kardon Logic7 Audio System
 
(Ok whoooo lot of standard features. Now this system is of course set up to work with many different types of vehicles. The Range Rover Just happens to have very few options so almost eveything is standard. If this guy had selected the optionsl 20 inch wheel and tires package it would have listed that on the STDS/STDWL section. Now I am starting to get worried because he did not select any options at all not even the heated accesories package. This makes me think he is just a kid playing on the internet and probably did not even look at the options package.)
 
Comments:
Payment Method:
 
(Hmhh ok so both blank that is a real bad sign this is almost a total waste of my time now. All I know is that they guy is interested in a Range Rover and all I have is his name zip code and email address with no comments at all.)
 
Currenty Vehicle
Trade-in YES
Make:
Model:
Year:
MIleage:
Comments:
(Hmhh ok so he is trading in a car but he won't spend two more minutes to tell me anything about the car at all. Now I am convinced nothing will happen with this at all but luckily we don't get many internet based requests so I have time to send him a short email thanking him for his request and telling him we have several Range Rovers in stock with various colors and the two major options, Luxury interior and Rear Seat entertainment. If he would like information on a particular color or optioned vehicle or to set up an appoointment just email me back or give me a call.
 
I email him this along with some other information and he of course never calls me back or emails me back. That was three weeks ago. I sent one more follow up email when we got another Range Rover in stock and told him what its color and options were and he still never replied back. He is probably on some internet board somewhere complaining that I did not send him a quote like he asked too.)

#186 of 232 Re: I guess I wasn't clear... [british_rover] by kirstie_h HOST

Jun 24, 2006 (9:37 am)

Replying to: british_rover (Jun 24, 2006 9:22 am)
Oh, I'm sure - but some of those fields should be mandatory (like color), even if "any" is one of the options, just so that they have to take time to fill it in.

#187 of 232 Re: I guess I wasn't clear... [british_rover] by mark156

Jun 24, 2006 (11:06 am)

Replying to: british_rover (Jun 24, 2006 9:22 am)
I keep telling my self I won't read these type of threads anymore but this one at least stays marginally civil so...
 
British_Rover-- I hope that you don't leave. I enjoy reading your "customer interaction" posts.
 
I just wish a motorhome salesman would post over in "Purchasing Motorhomes" section and tell his/her interactions with customers.
 
I'll never forget my Mercedes salesman telling me a story about a husband and wife who came into his dealership wanting to look at a Mercedes. They apparently drove about 100 miles away to get to the dealership. When the couple arrived and met my salesman, they were going on and on about getting a speeding ticket. And the lady tells my salesman, "you are going to pay for it!" My salesman said, "I'm sure we can work it into the price". Can you believe it?
 
I saw my salesman the other day at the DMV... we were both renewing our tags. He is retired now after selling Mercedes for over 30 years. I wish he would tell me more stories!
 
Mark

#188 of 232 Re: I guess I wasn't clear... [british_rover] by nynewcar

Jun 24, 2006 (4:25 pm)

Replying to: british_rover (Jun 24, 2006 9:22 am)
I have to commend the dealers who are posting here because at least you're open to the idea of change. Also, paradoxically, I think it would probably be very pleasant to actually deal with any of you in a showroom, because just by participating in this discussion, it looks like you're at least willing to listen to someone else, which is not always the case with car salesmen.
 
But here's what I'm seeing: "Our typical online quote request is so incoherent, there's just no point in trying to work with these people, we may as well give up." That shows me that there's still an underlying resistance to the basic concept.
 
Perhaps that's understandable, but if you truly want to work effectively with this sector, I think you have to make a sea change in your thinking. Embrace the idea of online shopping as being a new, welcome source of potential profits that you can't afford to ignore - and the details will work themselves out. Approach it as a "given," and you will find the right formula to sort 'em out and get a productive dialogue going with the "serious" prospects.
 
And as I've said before, only you can decide whether it's feasible. You have access to information we don't. You know how your overall sales are doing, how many online requests you get and how many of those are indeed incoherent, "not serious," or not worthy of replies for other reasons, and how much it costs you to turn an online "looker" into a real-life "buyer."
 
Just understand that if you decide this sector is worth pursuing, you can't simply transpose your real-life strategies into cyberspace. You need to understand that the tactics that make car dealers so unpopular, no matter how effective you claim they are, are not only going to fail with your online customers, but they're going to backfire really badly. The online shopping experience is fundamentally different from real life shopping in large part because of how easily it lets shoppers compare you to your competitors.
 
If you have a customer "captive" in your showroom, you might be able to coax them into staying there long enough to win them over. But online, if your opening line doesn't answer their question in any meaningful way, you lost that prospect in the time it takes to find the delete key.
 
Also, if you want to work effectively with your online shoppers, you have to understand why they're online and not in your showroom. If they ask for a quote and you reply by telling them to "come on down and we'll put you in the best car ever," you're just affirming the reason they avoided your showroom to begin with. Click, and you're history.
 
I may be generalizing but I believe that online shoppers are online because they want to make an informed purchase. Their research is a much bigger factor in the decision than their emotions. You won't win them over by trying to romance them into loving the car or loving the dealership. They want to buy a car knowledgeably, efficiently, and at a fair price. You'll win them over if that's what you give them - knowledge, efficiency, and a fair price. In my humble opinion, of course.

#189 of 232 There was a thread here... by british_rover

Jun 24, 2006 (6:11 pm)

called make me a better online salesman where I was trying to keep a log of all of my internet customers. I tried to show how the worded their request and how I responded and if they ever responded back.
 
That thread eventually got shut down because of all the negativity in it.
 
In general though I will say this.
 
Most of our internet requests do not have a clear question worded at all. They either dont say what kind of car they want or they don't actually ask for a price quote either a lease or a purchase. The internet request I reposted above is a good example of that. There was a some what clear vehicle involved but they never said what they were looking for. Were they looking for a purchase quote? Lease quote? Checking on avaliblity? I don't know they never told me.
 
The best I can do is aknowledge that the person sent in a request, thank them for their request and ask them to contact me if they have any questions.
 
95% of them never contact me back.
 
Of the 5% that do contact me none have ever bought a car from me.
 
I would say that the majority of internet requests that actualy have an adequate amount of information in them go somewhere. I may not get a sale out of it but I do get a chance to email the customer a few times and figure out what they are looking for. I can answer their questions build a bit of a relationship and I keep them on my email list to let them know when new things pop up.
 
If a transaction results in a sale rarely does it go completly on the internet. There are so few Land Rover dealers around and our cars are such limited production that most people have never driven one before. They want to drive it first before they buy it.
 
In my memory people that I have first gotten into contact with from an internet request that have actually come into the dealership for one reason or another to look at a Land Rover have bought one. I can only think of three people who have come in and not bought one. I can only actually completly right off one of those three as well the other two are still up in the air and I have semi-regular contact with them.
 
RE: Mark and the Mercedes salesman story.
 
I was working a deal once a few months ago with a guy who was a phone customer. He came in with his friend from New York to look at a used Lexus. On the way here they got a speeding ticket for 208 dollars. (Keep this in mind as it is the point to the whole story)
 
 Now this particular lexus was already priced at basicly a wholesale level because it was going to auction at the end of the week. Threfore we really could not give up more then 750 dollars. Anymore then that and we would be better off sending it to auction as we would make more money there even after auction fees.
 
They came in and their initial offer was about 4,000 dollars less then what we were asking of $25,888 . I explained the situation that this car was already priced at pretty much a wholesale level and the most I could give up was 500 dollars. I was not going to drop my pants all the way up front.
 
They said nope 21,888 was their final offer. I showed them what we owned and that it was already priced below that. Then I showed them the latest auction book so that they could see they were buying to car at nearly wholesale. I am talking real wholesale too as the auction book was brand new that day and the car at auction should do right about that. They repeated their final offer and I said well have a safe drive back to New York because I will send the car to auction before I sell it at that price.
 
They didn't leave. They kept trying to get me to come down. I would not. They started bumping themselves up. As the hours, yes that is right hours, went by we reached an impase. They still wanted about 1,500 dollars off and I only had 250 more to give. I asked them how much their speeding ticket was because I had forgotten. I offered to discount the car in an amount equal to their speeding ticket.
 
They thought about it for a minute and accepted. We delivered the car two days later.

#190 of 232 Re: I guess I wasn't clear... [nynewcar] by socala4

Jun 24, 2006 (6:26 pm)

Replying to: nynewcar (Jun 24, 2006 4:25 pm)
But here's what I'm seeing: "Our typical online quote request is so incoherent, there's just no point in trying to work with these people, we may as well give up." That shows me that there's still an underlying resistance to the basic concept.
 
Basic differences:
 
-Many customers start using the internet at the beginning of the shopping process. Many want info to test the waters, including about cars that they know very little about or may not buy. (At this point, they are still browsing or comparison shopping.)
 
-Dealers working the internet want buyers who are ready to go now. They don't want to educate people who either won't buy or who will use that education to buy from someone else.
 
As long as buyer expectations don't match the salespeoples' desire to close a relatively high ratio of deals, this disconnect will continue. Someone who sells a low volume product such as a Land Rover may find this to be even less desirable, because they gun for higher per-unit margins than most other makes.

#191 of 232 Press request by KarenS HOST

Jun 28, 2006 (12:02 pm)

A national personal finance magazine is looking to interview consumers who have recently used Edmunds.com and its True Market Value pricing guide to successfully negotiate a good deal. Please send an e-mail to ctalatiedmunds.com no later than Friday, June 30, 2006 by 2:00 PM PST/5:00 EST containing your daytime contact information and what car you purchased.
 
   
 
Thanks,
 
Chintan Talati
 
Corporate Communications
 
Edmunds.com

Messages Page 20 of 24

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