I present the world’s stupidest dealership: Salespeople are forbidden to speak, smile, or gesture in a friendly manner. They stoically scratch impersonal notes back-and-forth with the customer. Consider the insanity of trying to present the details of price/payment under these conditions.

World’s stupidest dealership? No, an illustration of what it’s like when you use email— instead of an appointment—to sell a car.

If you don't know where you are going, you will probably end up somewhere else.

The moment you receive an e-up, every word you type must be crafted for a specific goal. First, move the conversation to the telephone and, then, to the dealership where the odds of closing are infinitely more in your favor. Sean Bradley, CEO of Dealer Synergy, a top training firm, provides these statistics:

• 55% of communication is body language.
• 38% of communication is the tone of your voice.
• 7% of communication is the words that you use.

Bradley says, “Why would you even attempt to negotiate the second largest purchase most people have ever made when they’re only getting 7% of your intended communication? It’s much easier to sell an appointment than an automobile over the phone, and it’s much easier to sell the car in person.”

Get them off email and on the phone. But how?

Well, if the lead comes without a phone number, or if they request, “email only,” give the consumer a reason to get on the phone, address their worries, build rapport, and use animated rich-media mailers. Whatever the style of the email, Bradley says the substance should look something like this:

Dear Interested Buyer,
Hello, my name is Sales Professional. I received your purchase request from www.YourWebsite.com. I noticed that you didn’t provide a number where I can contact you. I understand your apprehension in giving your number out. I want to assure you that I will only call with your permission, and only to provide you with a great online shopping and purchasing experience. 

Our goal is to ensure your online car buying experience is easy and, if I dare say, fun. Please give me the opportunity to present you with a superior online shopping experience by replying to this email with a phone number and best time to reach you. Of course, feel free to call me. I promise to be brief.

What if they want price?

Bradley answers, “What if a walk-up wants price? The Internet doesn’t mean we all just throw up our white flag and stop qualifying leads before we talk numbers! It just adds a few steps to the process; now you have to get them from email, to the phone, to the lot. Not rocket-science. Remember, 96% of consumers are going to shop price the second you provide it. Wouldn’t you rather that the consumer know what makes your dealership unique before he or she simply seeks the lowest price?”

Some dealers successfully quote price in email, but that isn’t the point. The point is that you’re a sales professional, not an amateur. You have an agenda and it’s not running a chat service—leave that to the 900 numbers. Focus on your goal, and get the consumer on the lot to buy the car.

Maxwell D. Skynard is Dealerskins Representative for the IAFIP (International Association of Frustrated Internet Professionals). Max's views may or may not represent those of Dealerskins, a premier automotive Web development firm. Send praise or ridicule to MaxDSkynard@Dealerskins.com.