To Template or not To Template

To template or not to template, that is the question. Frankly, I am not sure why this is even a question. Not using a template is like trying to sell without a sales process. I often hear salespeople say that they do not like using templates because they do not sound natural, or they want their emails to be their own and both of these excuses are nonsense. The fact is most people do not use templates for two reasons:

  1. They do not know how to effectively use them
  2. They do not want to put in the effort to understand them

Most templates in the dealerships Customer Retention Management (CRM) system are generic in nature, they were last updated when the CRM was first setup, and most employees really have no idea what they say, nor why they say it. I would find it hard to stand behind these templates as well. However, taking the time to create or even modify these templates can be the greatest investment you can make in yourself and your career.

During the busiest of times, it can feel impossible to answer all of your leads and scheduled follow-up. We have all been there, right? On average, a salesperson has over 60 emails to send each day. In an 8-hour workday, that is approximately 8 emails per hour, and an email to send out every seven minutes. In seven minutes, you must:

  • Refresh yourself with the lead
  • Review the history of the lead and review all notes
  • Create a catchy subject line that will get open
  • Compose a relevant email that builds enough value to drive the customer to engage

How is a busy salesperson supposed to keep up? They aren’t and that is why so many go without ever being sent. The following are the exact reasons WHY you should be using templates with every email that you send out:

  1. Email Templates SAVE Time

How do templates save time exactly? Well, templates process repetitive messages in a fraction of the time it would take you to re-write your message every single time. Often you are emailing customers with a similar message that you have sent to others before and will send to others again. It will be faster to customize a message that you have previously sent, than it would be to re-write a new one from scratch.

  1. Email Templates Create Consistency

How do templates create consistency? Often when you are emailing someone, you get into a grove with one topic that you forget about including additional vital information for your customer. Don’t worry, this happens to the best of us, even me. Using a template will ensure that you include all the vital information and the message that you are trying to deliver to your customer without forgetting or leaving something out. Templates force you to stay focused.

  1. Email Templates Should be Customized

Email templates are not set-in stone. As a matter of fact, the best email templates should be designed in a way that make them easily customizable to each specific customer and situation without taking an extended amount of time or effort.

  1. Email Templates for EVERY Occasion

You should have an email template for every occasion at your fingertips. Here are a few examples of some of the situations that you should have at least one (the more popular the situation, the more template options you should have) email template for:

Immediate Non-sold Follow-upDrop-off Special Offer
Personal VisitCompelling Offer
Thinking of YouJust Got This In
Event OfferApology Contact
Informational LinksLottery Ticket
Reaching Out After No ContactPerson of Influence
Video InformationTestimonial Request
Special OffersReferral Request
Photo Mock-upRepeat Customer Contact
Special GiftIf You Don’t Know by Now

If you find yourself in a new situation that you do not have an email template for, take the time to create one, so you do not find yourself without the right message the next time the same situation comes up.

Using templates will not only save you time but will also be more effective and earn you more sales and money. What are you going to do with all the extra time and money you have? Let me know, I will love to hear your success stories. Email me at:



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