5 Ways to Kill a Sales Lead with CRM Software

Posted on October 21, 2010May 5, 2015 by MD

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I know many of my posts lately have been focused on the automotive industry, but personally I feel you can learn a lot from other industries that can be applied to your own. As my last actual car buying experience (not including curiosity excursions onto car lots and test drives) was 11 years ago I am definitely finding the experience very interesting.

One thing that seems to be a constant factor though is an over reliance on CRM Software (Customer Relationship Management) which because of one dealership in particular has inspired this post.

1. Automate every exchange

You’ve just been given a sales lead, now what?

Apparently the thing to do these days is to add it to your CRM software and let it do all the work. After all, you’ve spent all that time drafting emails and set them to send at specified points in the sales cycle, what else do you need to do?

Yes, we live in a technology heavy world, but that doesn’t mean you shouldn’t personalize your content. Yes, it’s more time consuming and it won’t result in a sale every time, but in a sea of automation, guess who stands out?

To me, since my initial interest was sent through a website, an initial automated reply letting me know who you are and that my contact information was received is fine. However, you should take the time to send a personal email as a follow up. It doesn’t have to be long.

One of the internet managers I’ve dealt with sent a note that specifically mentioned comments I made on the contact form as well as tried to sell the product. This is a stark comparison to my inspiration. He took three emails before he introduced himself. Although, I wasn’t surprised as this was just one in a long line of uninspired auto-populated emails.

2. Inundate the customer with emails (and phone calls)

This definitely seems to be prevalent in the automotive industry. Rather than wait for you to respond, I’m going to keep contacting you until I make a sale. The thinking behind this seems to be that if they don’t pester you, they’re no longer on your radar and so have lost the sale. The problem though is it’s very easy to cross the line and be seen as spam. You might be surprised at how many customers won’t respond at all but will simply click the button in their email marking your emails as spam. Get enough spam complaints and you’ll get blacklisted. In some cases, it might not be just your email that gets blacklisted, but your whole company’s, especially if you have several salesman taking this approach.

So far since August 11, I have received 16 emails from my inspiration salesman. At least 14 of them were before the car was available. 7 of them were within the first week including two in one day. I’m just very thankful that despite his emails claiming otherwise, I did not provide a phone number.

3. Provide plenty of evidence that the email is a form letter

I am contacting you in reference to the 2011 Nissan Juke that you inquired about online at NissanUSA on 8/11/2010.

We have several new arrivals in stock here at that fit the description of the car you were considering. Several of these may be a different color and/or have additional features compared to the one you requested information about. However, one of these vehicles may surprise you and be just what you are looking for!

I would love to talk to you and see if one of these new cars might meet your needs. Please reply to this email or call me at , be sure to ask the operator for (name removed).

This is just a portion of one of the emails I was sent. I am quite impressed that despite all odds, they were somehow the only dealership in the United States to score several Jukes a full month before they were shipped to dealerships. And no, I didn’t remove the information after call me at. Glaring automation errors that left nonsensical blanks was pretty much the standard in his emails.

4. Cite your desire to provide personalized service while using nothing but gap ridden form letters

My name is (name removed) and I am the dedicated Internet Sales Manager assigned to you. My job is to give you the personalized attention that makes the buying process here at so unique. I would like to speak with you regarding the Juke in which you expressed an interest.

This is from the 8th email I received from him. Needless to say, his 7 prior emails (nor any of his subsequent emails) did anything to convince me of his genuineness.

I’m all about personalized service, but actions speak louder than words and if all your contact is via impersonal auto-populated emails, I’m not going to find it very believable.

5. Try to force a sale before the product is even available

If your product isn’t yet available for purchase, realize that while some customers will want to know every little detail about it, others won’t be interested until they can physically see and touch it. Yes, quite a few people are willing to buy a brand new car model sight unseen, but that’s the minority. Don’t drive off your sales lead trying to sell them a product that isn’t available yet.

What Opportunities are You Overlooking?

Posted on April 13, 2010May 5, 2015 by MD

Twitter is often cited as a great new marketing tool that truly brings one-to-one marketing to the forefront.

But truly, what good is this tool if you don’t really use it?

A few months ago I was looking into getting a new cellular phone, and as there were so many fantastic new options, I really wasn’t sure what I wanted to get. Knowing what a fantastic resource Twitter can be, I asked my network what phones they had and what they liked or disliked about them. As I already have two iPods, my only requirement was no iPhones.

As expected, I got lots of terrific feedback from a wide variety of people. But guess who I didn’t hear a word from? A single person in the mobile industry.

This would have been a great opportunity for Palm and Sprint to jump into the conversation if not to put their two cents in, than to thank their customers who were speaking so highly of their products. Or for T-Mobile to jump in to keep me as a customer, or Verizon to try and steal me away as I was no longer under contract.

Plenty of opportunities presented themselves all the way from the store level to the mobile brand to the cellular carrier, but not a single person took advantage of them. Needless to say after three days of conversations on Twitter, I made my choice which I’m happy with.

Recently I was surprised to actually have a company do on Twitter exactly what too few companies take the time to do.

The Toronto Rock saw my tweet regarding a specific product of theirs I thought I was out of luck on and responded with a direct link to it on their website.

(Well, at least the closest thing to it as the specific item I was lamenting was a game worn jersey auctioned off for charity.)

The result? They made a sale.

It doesn’t matter how niche or mainstream your product is, plenty of opportunities exist if you’re genuinely willing to take the time to not only search them out, but respond to them individually in a way that shows you actually are paying attention and not just searching specific keywords regardless of context.

Think You Can Automate Your Marketing?

Posted on March 3, 2010May 5, 2015 by MD

With the growth of social media, many companies want to get involved, but don’t really want to divert resources to these untested areas. Often, companies set them up and forget about it, or they try to keep it active by passively automating it. After all, why should you pay for someone to manage your social media when you can automate it?

I need to point out that I don’t believe this Twitter page is associated with the Levi’s brand as they list their twitter account as Levisguy on their home page, however, it is associating itself with the Levi’s brand and regardless of its legitimacy, provides an effective example.

7 Sins of Email Marketing

Posted on December 6, 2009May 5, 2015 by MD

Email is part of our lives and part of most marketing plans because of how inexpensive it is. Yet, as important as email marketing is, people still just seem to overlook the obvious. Dive in to my 7 sins of email marketing aka enormous pet peeves.

1. Bad From or Subject Lines

Think about how your email appears to your recipient. You only have a few seconds so make them count. What you think is creative or cute could very well look like spam. Make sure you have something in either the From line or the Subject line to make it clear to your customer that it is something they want to read. If you have an employee name for the from line, then make sure it’s clear in your subject line why they want to open it. Not a day goes by that I don’t get legitimate emails that I can’t tell what they are. The low end risk is they simply hit delete, but the high end risk is you get enough negative hits that you get blacklisted.

2. Bad Links

Usually if you’re sending out a marketing oriented email, you have an end goal in mind – don’t ruin it up by messing up your links. The absolute worst is having links that don’t work. You’ve just wasted your time and resources with nothing to show for it. Having generic links aren’t much better. If you send out an email highlighting a specific item but you drop your customers off on your home page, in most cases you’ve lost them. Very few people are going to take the time to search for the item that they just clicked through on. Make it easy for your customers. Before you hit send, assign specific links and double check them. It’s also not a good idea to use pictures of products you no longer have available on your site in your email.

3. HTML Assumption

Repeat to yourself – Not everyone can read or wants HTML emails. Don’t assume that everyone is going to be able to view the email as you intend it. Is your email just a giant image or group of images? Uh oh. Many email programs block images and if your customer is already unsure of whether or not to read your email, you probably just convinced them to hit the delete button. As Smart Phone usage continues to increase, more and more people are reading their emails on their phones but the majority are still limited to text based emails. Make sure your email is readable. If they have to scroll through a bunch of links in between all the text that is actually important they’re going to delete it. The best way to get around it? As part of your sign up process, ask them if they would prefer HTML or text emails and separate your list accordingly.

4. Deadlines Issues

While it’s a good idea to have a deadline in your email to encourage timely action, be realistic. A common complaint I hear from people is how they hate getting an email for a “Today Only” offer only to realize they’ve received it after the deadline. Depending on several factors such as the size of your email list and your email blast program, it can take anywhere from a few hours to a few days for your emails to be received.

5. Redundancy

Make sure you’re not making it easy for your customers to tune out your emails. Are all your emails virtually identical? Templates can be useful to keep a consistent look and feel to an email so they are consistent with your branding, but if the only thing your swapping out is a few details like the date and subject line, so otherwise it’s virtually the same, your customers will cease to open your emails. You’re not giving them any reason to pay attention and in fact you may cause them to feel like you’re wasting their time. Give your customers a reason to open your email and react.

6. Frequency Issues

How frequent you send emails will depend on a lot of factors, but ensure you’re not getting caught up in the mentality that you have to send them daily. For some companies, a daily email is necessary, but for others a biweekly schedule works better. The important thing to consider is if your email isn’t providing anything useful or relevant, you probably shouldn’t send it. However, the reverse issue also should be considered. Do you send out emails so infrequently that your customers forget they’ve even signed up to receive them?

7. Email Ownership

Do not assume that because you have been given a customer’s email address that you can use it however you want. It’s tempting to cross promote your other products/companies to a customer, but just because you’re not violating CAN-SPAM does not mean it’s a good business practice. If you have multiple newsletters, allow customers to choose what additional emails they would like to receive from you. Taking liberties with a customers email, can cause unintended repercussions. Yes, you may get some increased business, but you may also find yourself blacklisted from customers reporting your emails as SPAM because they’re not aware of why they’re received it.

I have a personal example of this exact thing occurring. I’ve played in some 3 on 3 mini-lacrosse tournaments over the years and as part of their registration, they request an email address. Shortly after, I started receiving a multitude of emails I didn’t want for Rapids games, 3 on 3 soccer tournaments, and a few lacrosse oriented organizations. How do I know for a fact they were related? The same misspelling of my name across all of them. Needless to say, it was just one more factor in them losing my business.