The Language of Closers

Jun 06, 2016 | | 15884 |

The Language of Closers

By Tess Karesky

The rise of online communication has opened many doors, but it can also be stressful and difficult to navigate. Email and text messaging allow businesses to communicate with individual consumers at scale. But, thoughtful responses take time and consideration, and boilerplate emails are recognizably impersonal to shoppers. Dealers know that a slow response to a lead is as good as losing the lead - the faster the response time, the more likely the shopper is to engage. What’s not so black and white is just what to say in that response. So, what language turns a car shopper from a lead to a buyer? At CDK Global, we have been asking just that question. We used sentiment analysis and natural language processing, fields of computer science, to assess thousands of dealer email responses in an effort to determine what language is likely to drive shoppers towards a new car. Our study revealed what email content the high closers are using to bring customers in and what content from low closers may be driving customers away. We’ve also created a quick guide that includes real world examples of how your dealership can start using “The Language of Closers” today.
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Retail Insights
Tess Karesky works on the Retail Insights Team with CDK Global. Tess specializes in automotive audience segmentation. She has researched and written about the behavior and habits of luxury, Millennial, Hispanic and female shoppers in addition to other consumer groups. She’s a champion on the field as well as the office – she’s MVP of her kickball league!