With online car buyers, you recognize the importance of quickly responding to their inquiries. Before hitting the “send” button on that next email, however, be sure that you’re also providing a quality response.

As with any written communication, put yourself in your customers’ shoes. Have you answered all of their questions and provided the information they need to move forward? Did you check the email for spelling and grammatical errors? You don’t want to undermine your efforts right out of the gate with an incomplete response and embarrassing typos. You should also resist the temptation to call out certain words and sentences within your email with all capital letters, bold type, or multiple exclamation points; many people equate this with shouting at them. These are just the basics of email etiquette however. Here are three other tips you should consider before hitting send:

1. Make a connection. Personalize the message wherever possible, especially if your store uses templates. Car buyers want to know they’re receiving information specific to their request. Just as you would qualify a customer on the telephone by asking, “Is this the specific car you want or are you open to the nicest car like it?” Offer one or two options with a new-car request, include links to a similar, late-model certified used and a similar, late-model used alternative.

2. Ask questions. These questions help your email simulate an actual conversation and give the customer a reason to stay in communication with you. For example:

•    Are you open to other color choices if they could save you money?
•    If you have a trade in, what do you like about this vehicle that you want to have in your next?

3. Customize the auto response. If toggling your auto responder off and on during the day is unrealistic, create specific messages for when you’re away from your desk and after business hours. The reply should tell customers why they’re receiving an automated response and indicate when you can personally respond. Also be sure to include your contact information and store details such the address, website, and operating hours. That way, car buyers can take the initiative and follow up with you.

Regardless of whether you are the first or the last dealer to reach customers, follow up at regular intervals until they make a purchase. While some shoppers will buy today, many more will carefully make their decision over several weeks. Staying with prospects throughout their shopping process signals your interest in them and separates you from the pack—that’s the best way to win the sale.

Ralph D. Ebersole brings more than 30 years of automotive industry experience and training expertise to his role as an automotive consultant at Cars.com. In this capacity, Ebersole has trained more 20,000 dealership professionals from general managers to Internet sales personnel at franchise and independent stores.

Click Here to View More Internet Marketing Articles

Click Here to View More Internet Marketing Articles