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Improving Email Communications to Increase 2-Way Engagement

On today’s Tip of the Day, Brian Pasch discusses improving email communications to increase two-way engagement and help you sell more cars in the digital age.

If you would like to see more tips from Brian Pasch visit our CBT Tip of the Day page here.


Today’s tip is very simple and very easy, and the tip is this: It is critical that we wear name tags.

Now, I know a lot of you already do this, but for those of you that do not, I can’t emphasize enough the importance. You see, you have to understand that when you do your meet and greet, and you present yourself and give your name, they’re not listening to you. What is the customer doing? They’re sizing you up. They’re thinking to themselves: “Is this person going to be pressure? Is this going to be a combative situation? Is he or she going to try to sell me a car today?”

So they’re not listening to you, and then what happens is they forget your name throughout the process. You want this process to become a situation where they like you, and it’s so much easier to like you when we’re calling each other by our names. Now, to prove this point, for those of you that are wearing name tags, how many times have you had somebody, as you’re talking to them, you can see them kind of leaning over a little bit? What they’re doing is they’re trying to read your name, which is great.

Now, let me give you one last point to think about. About a year ago I’m at a dealership, and we’re talking about name tags, and I had a salesperson say to me, “I don’t want to wear a name tag.” I understood; it’s a personal opinion. If he doesn’t want to wear it, he doesn’t have to wear it. About an hour later I’m leaving the dealership, he’s standing outside with a customer, husband and wife, he says goodbye to me, I got to tell you I had to do it. I walked over to him, and I said, “Could I ask your customers a question?” He said, “Sure.” And I asked them; I said, “Folks, what is his name?”

I got to tell you, the man he just got that ‘oh, my God look,’ that deer in the headlights, and he said, “Is it Darren? Is it David?” And the salesperson said, “No, it’s David.”

The salesperson turned to me and he said, “Mr. Lewis, you’re absolutely right. I will get one tomorrow.”

I can’t emphasize enough the importance of wearing name tags.

Brian Pasch
Brian Pasch
Enterprises, Brian Pasch is a thought leader, effective strategy driver, and industry change agent. In tune with the fast pace of the digital marketing environment, he successfully leads OEMs, dealers/dealer groups, and ad agencies by helping them harness data, eliminate waste, and incorporate efficient marketing tactics.

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