Auto Services Sales Play

Thomas Carlton
4 min readMar 15, 2021

Background: This was a sales play to drum up business for NFP’s Auto Services division. It consists of three emails meant for cold leads and three emails for current clients, totalling in six emails. The audience was decision makers in the finance or HR departments of dealerships.

Cold Leads/Prospects

Email 1

Subject Line: [Dealership]’s missing ingredient?

Hi [Name],

You’re busy leading a successful dealership over at [Dealership] so let’s keep this email short.

NFP has a slew of great employee benefits solutions for dealerships like yours. Whether you want to find and retain talent, have a feeling you’re paying for more coverage than you need or paying too much for not enough, we’ll work with you to maximize your options.

There’s a lot of movement in the auto industry, and we can help you keep up with employee benefits administration, communication and education. That way, you can go back to focusing on your customers.

Are you available later this week for a quick phone call? Would love to see if we can help you in any way.



Email 2:

Subject Line: Common Problems Overlooked

Hey [Name],

Is [Dealership] experiencing any of these familiar problems?

  • Feeling overwhelmed with HR functions
  • A constant revolving-door and talent poaching of your best employees.

If this sounds familiar, your employee benefits package could probably use a tune-up. Here at NFP, we’ve made the concerns of dealerships like [Dealership] our business and will work to become a natural extension of your HR department.

When you’ve got a minute, would love to put some time on your calendar to chat about what we can do for you.



Email 3

Subject Line: One last thing

Hello again [Name],

I’ve been thinking about the emails I’ve sent you and wanted to add one more thing. Something a lot of dealerships tend to struggle with is staying compliant. Does [Dealership] struggle with any of these common compliance issues?

  • Juggling the multiple regulations of Section 125 plans, Patient Protection and Affordable Care Act (ACA) and other developments from the Department of Labor (DOL)
  • Wanting to implement an employee wellness program but unsure how to do it while staying compliant
  • Need help figuring out if employees under the FMLA, knowing what qualified an employee to take leave

NFP can help you avoid unnecessary non-compliance fines and save on total benefit spend while maximizing your coverage. Would love to chat more, so when you get a chance, shoot over your availability.




Email 1

Subject Line: Your High Mileage Vehicles

Hi [Name],

Like most dealerships, [Dealership] probably has some trouble moving its higher-mileage vehicles. You already know that selling a VSC can get tough — especially if there’s a blind spot making your current offering incomplete for your used vehicles.

At the end of the day, you want to protect your customers’ investment and let them know [Dealership] is a name they can trust. To do that, you may want to boost [Dealership]’s high-mileage vehicle sales, by offering NFP’s exclusive, high mileage VSC program called Power.

Attached is a one pager that goes over our program two levels of coverage, but to hit the highlights:

  • Power SecureCare offers exclusionary coverage for vehicles with up to 125,000 miles at the time of sale.
  • Power PremierCare offers powertrain or powertrain plus electrical and AC components coverage available for vehicles with up to 200,000 miles at the time of sale.

Let me know if you have some time to chat. Would love to hear what you think.

One pager to include:

Email 2

Subject Line: NFP’s VSC Program

Hi [Name],

Is [Dealership] experiencing any of these problems with the high mileage vehicles in your inventory?

  • No VSC coverage at a valuable term and price
  • Lack of customer retention in the service department

Just following up with you on my previous email because I know how selling vehicles with less than ideal VSC availability can eat into a dealer’s profits.

I’d like to set up some time to learn more about [Dealership] to see if NFP’s custom VSC program could be a good fit. Do you have time this week to connect?

Email 3

Subject Line: One Last Thing…

Hi [Name],

What did you think of the info I shared with you about our high mileage VSC program, Power? This is a great way for [Dealership] to move higher mileage vehicles off the lot.

In fact, a key benefit of our exclusive Power program is increasing VSC penetration by up to 30%

on vehicles over 70,000 miles and it’s built with a default disappearing deductible to increase retention in your service department.

I’d love to schedule a call with you to learn more about [Dealership] and your F&I department to see if our solution could be a good fit.