5 Tips for Overcoming Objections in Car Sales

Due to the current chip shortage, many dealerships have virtually no new or used inventory on the ground. Experts agree things will calm down eventually, but it may take some time. According to AutoForecast Solutions, supply isn’t expected to return to normal until the first quarter of 2022.

Less inventory to sell also means that many salespeople are sitting idle right now. Why not put them to work sending targeted emails to customers and prospects? Consistent communication is the best way to keep customers in your pipeline instead of on your competition’s vehicle waiting list. Many customers are willing to pre-order vehicles with money down. Others are coming up on lease-end and need a nudge to join your waiting list now if they want to trade-up in a few months

Mine your CRM for used inventory leads.

Targeted emails are a great way to source used vehicles. You already have a database packed with customers who may have a used car to sell — especially if you design your own Cash-for-Clunkers program or offer over Kelley Blue Book value.

Use your CRM to create specific customer lists, including:

• Leads that contacted you over the past 30 days
• Customers coming up on lease end or in danger of going over mileage
• Customers who bought new or used vehicles at least 12 months ago.

Get their attention.

A good email subject line is critical for high open rates. Here are a few tips and examples to keep in mind:

• Keep it short
• Use a call to action
• Ask a leading question
• Avoid ALL CAPS and words like “exclusive,” “free,” and “now”– these are spam triggers.
• Don’t use a “$” or overused marketing words like “save” and “only.”

Sample Subject Lines:

• Interested in getting the best cash offer for your trade-in?
• Have you thought about your next car?
• Quick question for you…
• Following up on your vehicle lease agreement…

5 Templates to Use in Today’s Market.

The following templates are meant to get you started. Get creative and adjust them for your market, sales goals and inventory needs.

1Trade-In

Here’s $2,000 for you!
Our dealership is in dire need of trade-ins and pre-owned cars, so we’re interested in any running vehicles you may have. All you have to do is bring your running used vehicle in, and we’ll pay at least $2,000 for it
Are you available for a brief call tomorrow?

2Touch Base

Hello Name,
I noticed you browsed new SUV inventory on our website. As you may know, all dealerships are having a hard time stocking new inventory right now due to a lack of microchips.
New vehicles are hitting the ground every day. I’d be happy to help you preorder your next SUV and give you weekly updates on its status. Please let me know if you’re interested.
In the meantime, make sure to Like us on Facebook so you can stay up to date with news and events we hold at our dealership here in [dealership city].

3Lease Term

Hello Name,
We’re reaching out to you because your vehicle lease will mature in a few months. This is a great time to think about preordering your next vehicle. And right now, we’re offering low interest rates to help make that happen!
Are you available for a brief call tomorrow?

4Lease Mileage

Hi Name,
We’re reaching out to you because our records show you’re close to the mileage limit specified in your lease agreement. We’d like to help you avoid excess mileage penalties. Now is a great time to start a pre-order for your next vehicle so you can avoid going over your limit.
Are you available for a brief call tomorrow to discuss?

5Lower Payment

Hi Name,
We’d like to help you lower your monthly lease payment. With interest rates at historic lows, we can help you trade up to a newer vehicle and pay less every month.
Are you available for a brief call tomorrow to discuss?

Stay in Touch.

Now is the time to be proactive and reach out to customers. You may not have the inventory today, but the chip shortage will ease up. Email communications that encouraged preordering and trading in older vehicles will keep customers and leads in your pipeline and pay dividends in the fourth quarter and beyond.