It doesn't matter if you're a salesperson, sales manager, GSM, GM, or the dealer principal. You all have a responsibility to do everything possible that converts people into paying customers.

That image of an email below this is the first impression that most dealerships right now (2026), and salespeople, are giving to internet prospects.

Leads get ignored by everyone I just mentioned and rather than do nothing about it, do this. Don't send people ugly emails, like the one below.

First impressions are everything in this game. Assuming that you're set up with the right type of email address, start with your subject line. Content is king. But nobody cares if you can’t get people to open your email.

That’s why a subject line is so important. It’s your gateway. Without a great subject

line, your emails look like every other dealership's, your emails go unread, and your emails go unopened. You go unnoticed.

Your customer isn’t grading you—they’re scanning, skimming, and deciding whether to delete you.

That’s where the emails come in.

They’ve got to be short. Sharp. Persuasive as hell.

Written for real humans who open their inbox and think, “Is this worth my time?

Here's something else to think about.

When someone is thinking about getting a motorcycle.

First thing they do is they get on the internet and check out some websites.

Next is checking out the local dealers. They've got buttons to choose from. Click the 'Request a Quote'. 

Now, they answer the questions. You know... First name, last name, phone number, and email address.

Now, it’s time to wait.

Unless they were fortunate enough to locate a ‘good’ dealership… or salesperson, it’s gonna take hours to get a human response.

Rather than puke on your customer with an ugly email like the example up above, your first response should sound like you're real, you're not AI, and you write like an 8th grader. This is 'sales', not grandma's English 101.

The first response should be something like....