In Part 1, we got a better sense of the internet car shopper’s mental model. Now, let’s talk about how to apply that understanding.
What if you could pop right out of the shopper’s inbox because you were unlike all the other salesmen waiting there for her undivided email attention? I remember reading once that people like to do business with individuals and companies like themselves. While you won’t know their hobbies – whether they’re a yoga fanatic or obsessed with sniper rifles – you can show that you’re more like them and far less like the car salesmen they went online to avoid in the first place. And better yet, far less like the other salesmen in their inbox.
If you’re on the treadmill at 9:30am and you receive an email from a prospect asking about a lease payment with $1500 down, you may want to respond with something like this:
“Hi, I received your email. I’m on the treadmill right now trying to get in shape for my high school reunion. When I get in this afternoon, I’ll get the lease details together for you.”
Are you going to close their deal because they’re also getting in shape for their high school reunion? No, but that’s not the point. The point is, this is an internet shopper: someone who’s trying to avoid the “common” dealer experience. So, tell them you’re on the treadmill and you have a high school reunion… or anything else you’re doing, like walking your dogs or standing in line at 7’11 with a crazy person in line behind you. This will do a few things to ensure they continue to engage you.
- You’ve planted seeds of what writers call “a plot.” It’s hard to forget about interesting plots (or the person who planted them).
- Your quick rate of response gives them the comfort that you’ll be accessible even after the sale.
- You aren’t JUST a car salesman. You aren’t a well-dressed creature standing on the lot ready to pounce on them and demand they sign on the dotted line. You are more like them than they’d ever expected.
And when you do this effectively, you will be the last man standing.