Type one wrong word and you’re dead… you will laugh when you recognize the real world examples of the good, the bad and the ugly sides of e-mail
Ralph Paglia will show attendees actual examples of best and worst practices in e-mail communication from his work with dealerships all over America. Participants will learn how to improve their e-mail communications with customers in ways that will increase their phone contact percentages and appointments scheduled. You will be able to implement words, phrases and templated e-mail communications on your first day back to start selling more cars on your second day. Paglia will show you what to avoid, and how to recognize the e-mail death traps that too many Internet sales specialists are using in thousands of dealerships right now. You will see examples of actual disaster scenes, sales mayhem and the brutality of gross profit destruction caused by as little as a single word that was poorly chosen. You will learn how to modify and improve your existing e-mail templates.
As a bonus for attending, session participants will be supplied with password protected access to a huge online library of e-mail templates that Paglia has collected from the most successful Internet sales dealerships in North America. Some are even written in Canadian! Learn how to start with selecting the right template and then insert a few key words that will engage your prospects at the other end of the lead in a way that will make them want to speak with you on the phone. You will gain rare insight into the pitfalls of e-mail when used inappropriately as a replacement for good phone communication skills. Learn how to avoid e-mail driven “collateral damage” and recognize when you are throwing e-mail grenades into your sales process. You will see lead management tactics that leverage e-mail to dramatically increase the number of phone conversations between your dealership and the people that sent those leads. Learn how to use e-mail the right way, so you can survive and thrive while others perish during the most challenging sales environment in over a generation.
Ralph Paglia is the director of Digital Marketing Solutions for ADP Dealer Services responsible for OEM and enterprise business development. Paglia has established key ADP strategic alliances with Google, Yahoo!, KBB, Specific Media, Jumpstart, DoubleClick and others. While at Courtesy Chevrolet in Phoenix his Internet and BDC teams generated over 4,000 annual sales. He has over 20 years of automotive experience including dealership management roles and Reynolds Consulting Practice Leader. Paglia has developed dealer implementation programs for Ford, Mercedes-Benz, Honda, Toyota and others. He recently collaborated with Ford marketing executives to create and launch the Ford Digital Advertising Program for Dealers.