# Six outreach briefs

For the messages a store sends on its own. Each brief is a trigger, what to know before writing, what a useful message carries, what a reply changes, when to stop, and what to measure. Adapt the timing to your store; the shape holds.

## A vehicle inquiry

*Sales.* A shopper asks about a vehicle or a comparison.

**Know before writing.**
- The question, in their words
- The vehicle, and what they are comparing it with
- Whether it is still on the lot
- How they asked to be reached

**What helps.**
- The answer to the question they asked
- The two differences that matter to them, not the whole spec sheet
- A vehicle link that opens on a phone
- A walkaround, if they asked for one

**What a reply changes.** A reply pauses the queued nudge. A quiet week earns one message with something new in it, not another invitation to visit.

**When to stop.** A purchase, a different vehicle, a request to stop, or a salesperson already in the thread.

**What to measure.** Questions answered in the first reply. Replies that got a reply. Visits that happened, from your records.

**What we saw at a store (October 30, 2026).** A reply came inside the form’s stated 24 hours and answered the used-SUV question. It never mentioned the advertised special the shopper had asked about. The capture is in the guide: https://www.drcanary.com/resources/automotive-bdc-checklist/#observed

- Who sends, and who answers the replies:
- Channel and the customer’s permission for it:
- Touches the team agreed to, and the gap between them:
- The person a reply goes to when the draft cannot answer it:

## A trade-in question

*Sales.* A shopper asks what their vehicle is worth.

**Know before writing.**
- Year, make, model, mileage
- What the valuation tool showed, and when
- What is still missing: condition, photos, title

**What helps.**
- The range and what it rests on
- What the appraisal will check, and how long it takes
- A way to send photos from a phone

**What a reply changes.** The next message follows up on the missing detail or the photos. It does not repeat the invitation to visit.

**When to stop.** An appraisal done, a corrected vehicle, or a decision to keep it.

**What to measure.** Appraisals booked. Details resolved. Days from the inquiry to a number.

**What we saw at a store (September 22 to October 9, 2026).** A trade-in inquiry named a 2020 Silverado. The first reply named it too and offered an appraisal. Seventeen days later a follow-up arrived with the subject “2026 Make Unknown Model Unknown.” The capture is in the guide: https://www.drcanary.com/resources/dealership-lead-follow-up-quality/#observed

- Who sends, and who answers the replies:
- Channel and the customer’s permission for it:
- Touches the team agreed to, and the gap between them:
- The person a reply goes to when the draft cannot answer it:

## Before a service visit

*Service.* An appointment is confirmed.

**Know before writing.**
- The booked work and the time
- Waiting, drop-off or shuttle
- Any concern the customer mentioned

**What helps.**
- Where to go and where the key drop is
- How long the work takes, from the advisor
- What to bring
- One relevant extra with its price and a clear yes or no

**What a reply changes.** A changed time rewrites every later message. A declined extra leaves the booking alone. A question goes to the advisor, not to another template.

**When to stop.** A cancellation stops the reminders the same hour.

**What to measure.** Questions answered before arrival. Changes acknowledged. Arrivals. Extras accepted, then completed, from the repair order.

**What we saw at a store (October 11, 2026).** The booking link in the site header took a reservation. The second scheduler, linked from the service pages, opened to “This page is unavailable.” The capture is in the guide: https://www.drcanary.com/resources/dealership-service-booking-paths/#observed

- Who sends, and who answers the replies:
- Channel and the customer’s permission for it:
- Touches the team agreed to, and the gap between them:
- The person a reply goes to when the draft cannot answer it:

## After the visit

*Service.* The repair order closes, or a delivery is recorded.

**Know before writing.**
- What was done and what was declined
- Mileage and the next due service
- Any concern still open

**What helps.**
- A plain summary of the work
- The next date, with the reason for it
- A person to reach for a concern

**What a reply changes.** An open concern pauses every promotion until someone has answered it.

**When to stop.** A sold vehicle, a new owner, or a request to stop.

**What to measure.** Concerns resolved. Return visits. Declined work completed later.



- Who sends, and who answers the replies:
- Channel and the customer’s permission for it:
- Touches the team agreed to, and the gap between them:
- The person a reply goes to when the draft cannot answer it:

## A parts or accessory request

*Parts.* A customer asks about fitment, stock, installation or an order.

**Know before writing.**
- The VIN, or the exact vehicle
- The part
- Stock today
- Installation or pickup

**What helps.**
- The fit, confirmed by VIN
- A substitute, explained
- Pickup or install options
- An order status that is current, not the last one sent

**What a reply changes.** A changed vehicle rechecks the fit before anything is ordered.

**When to stop.** A cancelled order or a completed pickup.

**What to measure.** Fit confirmed the first time. Returns for the wrong fit. Orders fulfilled.

**What we saw at a store (October 28, 2026).** The Parts button in the site’s navigation opened a vendor page that could not make a secure connection. The browser showed its own error instead of the catalog. The capture is in the guide: https://www.drcanary.com/resources/dealership-vendor-link-checks/#observed

- Who sends, and who answers the replies:
- Channel and the customer’s permission for it:
- Touches the team agreed to, and the gap between them:
- The person a reply goes to when the draft cannot answer it:

## A quiet lead

*BDC.* Two messages out, no reply.

**Know before writing.**
- What the shopper asked in the first place
- What has already been sent, and by whom
- Whether anyone called

**What helps.**
- One new fact: a price change, a comparable unit, or the answer to the original question that was never given

**What a reply changes.** Any reply restarts the conversation from what the shopper said, not from the template.

**When to stop.** After the number of touches the team agreed, or a request to stop. Quiet is an answer too.

**What to measure.** Replies per touch. Whether the third message carried anything new.

**What we saw at a store (September 22 to October 9, 2026).** A trade-in inquiry named a 2020 Silverado. The first reply named it too and offered an appraisal. Seventeen days later a follow-up arrived with the subject “2026 Make Unknown Model Unknown.” The capture is in the guide: https://www.drcanary.com/resources/dealership-lead-follow-up-quality/#observed

- Who sends, and who answers the replies:
- Channel and the customer’s permission for it:
- Touches the team agreed to, and the gap between them:
- The person a reply goes to when the draft cannot answer it:

Dr. Canary, 2026-11-05. Part of Building AI at your store: https://www.drcanary.com/resources/building-ai-at-your-store/