…if you don’t provide quality responses to the email you receive.

Sounds easy.  It’s not.  Let me explain.  In Part 1, I talked about the general trouble most companies have simply answering email.  Today we are going to talk about how to answer them.

Based on our 1980′s old thinking, we have convinced ourselves that when someone sends us an email, no matter how clearly that customer communicates their need, we’re sure it’s some kind of trap.  We think that if someone sends us an email asking about price, they must be price shopping.  You are right, they are price shopping and they want an answer  Look at Part 1 again. Seven out of ten email don’t get answered within 24 hours.  First, you want to be one of the three that do answer and second, you need to give them what they ask for.  If you don’t, they will look somewhere else.

Let me show you a series of emails that come directly from the automotive industry.  I think it will clarify my point.

Original email from customer

Dear Sir,

I see from your website you have a 2008 Red Pontiac Solstice in stock.  The stock number is XXXXX and the last 8 digits of the vin number are XXXXXXXX.  I know that GM is offering a rebate of $1000 through the end of the month.  Please provide me with your best price including tax, license, and all rebates.  I will be paying cash and would like to complete this purchase in the next 3 days.

Look forward to your reply,

Joe Customer

Email response from the Internet manager

Dear Mr Customer,

Thanks for your interest in the 2008 Pontiac Solstice.  We have 6 in stock to chose from.  Please call me so we can set an appointment and complete your purchase.

Sincerely,

Mr Internet Manager

Final email from the customer

Dear Internet Manager,

I would rather staple my tongue to the roof of my mouth than come down and negotiate a deal with you.

Joe Customer

Yikes.  That hurts.  I have talked with the Internet manager and customer involved in this email transaction.  Here is what they had to say.  The customer did buy a new Pontiac Solstice in his 3 day time period.  Get this, he paid more than he thought he would and traveled further than he wanted to do it. You know why?  Only one dealership answered his questions.  He sent emails to 5 different dealerships.  One response was the one you see above and the other earned his business.  The three other dealerships never responded.  When I talked with the Internet manager, he made excuse after excuse as to why he responded the way he did.  Ultimately it came down to this, he was sure that if he gave the customer what he asked for he would never see him again.  He was right, he will never see that customer again…ever.

I know most of you are thinking you have a much better internet department than that in the example above.  Truth is, it is happening at your company and much more than you know.

Bottom line is this, answer every email in a timely manner and clearly answer every question asked in that email.  If you don’t, most customers will find someone who will and buy from them.  And not just once, probably over and over again for years to come.

It sounds simple.  Trust me, it’s not. It’s hard work and it pays of.  Just ask the Pontiac dealer who sold the new Solstice.