Skip to main content
EVENT TRACKER
Keep track of rescheduled, canceled industry events with our COVID-affected event tracker - Powered by Snap Finance
Close
Sister Publication Links
  • Rubber & Plastics News
  • European Rubber Journal
tb-logo
Subscribe
  • Login
  • Register
  • Subscribe
  • News
    • OPINION
    • CORONAVIRUS
    • AUTO INDUSTRY
    • BUSINESS/FINANCIAL
    • COMMERCIAL TIRE
    • FACTORY FIXES
    • GOVERNMENT & LAW
    • INTERNATIONAL
    • MOTOR SPORTS
    • NEW PRODUCTS
    • RETAIL TIRES
    • SERVICE ZONE
    • SEMA/AAPEX
    • SMALL BUSINESS
    • TIRE MAKERS
    • SPONSORED CONTENT
    • COVID takes dealers for roller-coaster ride
      A year later, pandemic's full tire industry impact unclear
      Tire Cologne canceled; rescheduled until 2022
      New round of Paycheck Protection Program funding opens
    • DTM switches horses mid-stream; awards race tire contract to Michelin
      Icahn Auto trims fiscal 2020 operating loss despite 14% lower sales
      Oshkosh unit gets contract for new USPS local delivery vehicle
      Sumitomo adds treadwear-detection to 'Sensor Core' toolkit
    • F1 extends Pirelli's supply contract through 2024
      Titan eyes solid recovery in 2021 as ag sector rebounds
      4 Wheel Parts celebrates 60th anniversary with deals, promotions
      CarAdvise partnering with RepairSmith mobile repair services
    • Goodyear joins connected mobility pilot program in Ohio
      Michelin launches high-scrub, weight-sensitive X One Multi T trailer tire
      TRAC Intermodal redirects retread biz 100% in-house
      Giti rolling out range of GT Radial-brand urban/regional truck tires
    • USTMA joins coalition supporting passage of Equality Act
      McMahon's Best-One increases its minimum wage to $15
      Oshkosh unit gets contract for new USPS local delivery vehicle
      Conti recalling 94,000 Conti-, General-, Barum-brand LT/SUV tires
    • F1 extends Pirelli's supply contract through 2024
      Maxam adding multipurpose radial, solid OTR tires
      Goodyear names Patterson to lead Cooper integration efforts
      DTM switches horses mid-stream; awards race tire contract to Michelin
    • F1 extends Pirelli's supply contract through 2024
      DTM switches horses mid-stream; awards race tire contract to Michelin
      Bridgestone World Solar Challenge canceled due to pandemic restrictions
      Pirelli, Goodyear ink sedan racing series contracts in Canada, Europe
    • Snap-on debuts Triton-D10 diagnostic tool with scan, lab scope capabilities
      Maxam adding multipurpose radial, solid OTR tires
      Michelin launches high-scrub, weight-sensitive X One Multi T trailer tire
      Giti rolling out range of GT Radial-brand urban/regional truck tires
    • COVID takes dealers for roller-coaster ride
      Investment groups to acquire Mavis Tire network
      Vogue Tyre offers $75 rebate on set of 4 tires during March
      4 Wheel Parts celebrates 60th anniversary with deals, promotions
    • Snap-on debuts Triton-D10 diagnostic tool with scan, lab scope capabilities
      Pennzoil offering carbon-neutral lubricants for passenger cars
      Washington dealership uses new-school solution for recruiting auto techs
      Marinucci: Customers may ignore dangerous conditions
    • TIA seeking nominations for Tire Industry Hall of Fame
      SEMA survey shows resilient auto aftermarket in 2020
      SEMA scholarships and loan forgiveness now available
      WTC hosting webinar Jan. 20 on load-capacity standards
    • SEMA survey shows resilient auto aftermarket in 2020
      Trade groups oppose minimum wage increase proposal
      New stimulus package fixes PPP loan confusion
      Vaccine may usher sense of normalcy
    • Goodyear joins connected mobility pilot program in Ohio
      Titan eyes solid recovery in 2021 as ag sector rebounds
      Michelin launches high-scrub, weight-sensitive X One Multi T trailer tire
      Goodyear names Patterson to lead Cooper integration efforts
    • Sponsored By Yokohama Tire Company
      7 questions to ask consumers when they need tires for a crossover SUV
      Sponsored By Yokohama Tire Company
      Stocking Tires for Crossover SUVs
      Sponsored By AppointmentPlus
      Three Important Lessons Learned for the Tire Business During a Pandemic
      Sponsored By Yokohama Tire Company
      7 questions to ask consumers when they need tires for a crossover SUV
  • SHOP FLOOR
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Video: Balancing Tire
      Safety tips for wheel balancing
      An introduction to wheel balancing
      Wheel weights: Balancing form with function
    • Video: Demounting
      Tire changer types, tips and trends
      How to clear rim rust and corrosion
      An introduction to demounting, mounting and inflation
    • Video: Safety
      Customers
      Considerations for shop safety policies
      Introduction: Creating a culture of safety
    • Video: Tire Repair
      Essential tools, materials and equipment for tire repair
      An introduction to tire repair
      How to properly patch a puncture
    • Video: TMPS Service
      The life-saving work of TPMS
      An introduction to TPMS service
      The importance of proper relearn procedures
    • Video: Training
      Internship ideas to attract tech talent
      Choosing the right auto service tech school
      Intro: Finding and training technicians
    • Video:Vehicle Lifting
      The gravity of proper lift points
      Safety essentials when using jack stands
      An introduction to lifts and lift safety
    • Video: Wheel Torque
      The importance of torque specifications
      Introduction to proper wheel installation
      Torque check and recheck recommendations
  • Multimedia
    • VIDEOS
    • PHOTOS
    • PODCASTS
  • Events
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
  • Data
    • DATA STORE
  • Resources
    • DIRECTORY
    • CLASSIFIEDS
  • ADVERTISE
  • DIGITAL EDITION
  • Awards
    • Tire Dealer Humanitarian Award
MENU
Breadcrumb
  1. Home
  2. Service Zone
January 18, 2021 04:27 PM

Marinucci: Basic steps to email efficiency

Dan Marinucci
[email protected]
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    Improving email technique may save your automotive service business time, money and aggravation. Here are basic steps tire dealers and service shop operators should remember.

    The first step is all employees should take is to read every email thoroughly — no matter what the topic or the length of the message.

    The second step they should practice is writing each email as clearly and concisely as practically possible.

    Investing extra time reading or writing the message may save untold confusion, aggravation and time.

    Beware, because experience indicates that taking these steps successfully is easier said than done. I have come to this conclusion after using email for more than 20 years.

    Some email practitioners argue that email — like other modern technologies — is simply intuitive. Because it's so intuitive, anyone who can touch a keypad or pound a keyboard automatically creates clear, effective messages.

    But when the "intuitive" theory yields vague and/or confusing messages, I must favor another approach — or perhaps a different adjective.

    Dan Marinucci

    Similarly, I cannot endorse this theory when its advocates are unable to comprehend something as simple as a four-sentence, four-paragraph email message.

    I don't want to sound harsh or shrill, but the same communications gaffes that I saw back in the 1990s are still commonplace today. When mistakes persist, there's room for improvement.

    Some colleagues insist that hectic schedules cause their messy messages — particularly those that read like gibberish. Interestingly enough, their email messages are the same quality whether the sender was running to catch a flight or parked on a couch during a pandemic stay-at-home order. Go figure.

    A similar mystery concerns people who refuse to read — or perhaps are incapable of reading — an entire email message. I wish this was a joke but it is not.

    I have reached the point where I consciously and severely limit the messages I send to some people. For instance, I may compose a maximum of just three short paragraphs with one sentence per paragraph. That's it.

    Nonetheless, some recipients appear to be unwilling or unable to read and comprehend a message comprised of three short sentences.

    I am addressing their needs with a customized or "retro" version of mass-communications technology. The first element of this retro maneuver entails calling the person until they finally answer the telephone.

    The second element is insisting that the person retrieve a pencil and notepad.

    The third aspect is dictating a message patiently to this person that I ordinarily would send via email. (Recipients who have scribbled down the material correctly will be able to recite the information right back to me.)

    Read slowly, thoroughly

    At the risk of overstating the obvious, I urge email users to read each and every message completely. Yes, this means reading the message from start to finish.

    It's impossible to reap the benefits from an email if you refuse to read the entire message. On the one hand, some emails may be too long for our liking.

    On the other hand, an email message could be somewhat long — longer than expected — due to the volume of information it contains. The potential trade-off for a quick, detailed response may be a relatively long message.

    Imagine that this exercise consumes three or four minutes of your busy day. Please look me in the eyes and convince me that focusing on an important message for 180 to 240 consecutive seconds is too difficult for you.

    Or, please convince me that committing, say, 240 seconds of undivided attention to a vendor's or co-worker's email is unmanageable.

    Over the years, I have encountered people in auto service businesses who seem to be mentally lazy or else suffer from a reading disorder of some sort.

    Whether the material appears on a computer monitor or a printed page, these people struggle to digest and comprehend the printed word.

    For example, it's revealing when someone stumbles over a printed article or an email message. Then a co-worker or subordinate breezes through the very same material and promptly summarizes its key points to me.

    When a person is battling a reading disorder, he or she may be very reluctant to admit it — let alone seek out a remedial reading program of some kind.

    Routinely composing well-thought emails enhances the chances of communicating successfully with your audience.

    That said, the bitter truth is that well-composed emails may help a lazy or troubled reader so much and no more. Recognize that limitation.

    Meanwhile, evaluate each incoming email for shortcomings such as confusing instructions, inadequate details, etc. Then carefully compose a response that focuses on these very specific concerns. I will return to composing messages in a moment.

    Print out the message

    Sometimes you can ease the task of digesting longer emails simply by printing them out. No matter how user-friendly a computer monitor may be, I still prefer to read some emails — especially longer, more-detailed messages — from a sheet of paper.

    I have worked with many people who prefer printouts to compute monitors or cellular telephone screens. If someone reads and comprehends something better from paper, recognize the situation and embrace the practice.

    (For what it's worth, I never proofread anything on a computer screen. I "proof" much more accurately when I work from a printed page.)

    Anyway, some employees may consider an email printed on paper as a welcome respite from untold hours staring at a computer screen.

    Of course, printing some emails consumes energy, paper and ink. However, I rank the method as a prudent investment whenever it renders a more-readable message.

    A manager may question the cost of printing out some emails. In that case, I will ask a boss to quantify the actual cost of the additional electricity, paper and ink — and its impact on the business' bottom line.

    Compose clearly, simply

    I cannot and would not attempt to present a basic writing class in the span of several paragraphs here, but surely I can coach you about avoiding common gaffes that downgrade any message — especially an email.

    Always remember that an effective email resembles any well-written or spoken message: It conveys your intentions as clearly and simply as practically possible.

    To put it another way, successful emails do not create confusion. For instance, an effective email answers a colleague's or customer's question(s) clearly and specifically.

    Pay attention to the particular topic as well as the intended recipient. Experience may dictate that the most effective email response may be urging this colleague or customer to chat on the telephone.

    One reason to prioritize the telephone over additional emails may be the complexity of a topic. Another may be the recipient's track record of misunderstanding or ignoring your previous email messages.

    Still another reason could be the delicacy of the subject matter. ("You think the owner's kid was sneaking tires out the back door again?") Sometimes the need for discretion may dictate telephone responses instead of emails.

    Before I wrap up this column, I will cite a simple example of a clear, helpful email versus a vague, unhelpful one. Full disclosure: The example of the unhelpful email happens to be one I have encountered multiple times over the last 10 years or so.

    Imagine that your tire dealership is hosting a trade fair of some sort at a local warehouse. This site has a main entrance facing the street as well as loading docks, access ramps and multiple doors on the building.

    My pal, a vendor's representative who is supporting the trade fair, invited me to tag along to the event. But we're unfamiliar with this particular site.

    I email our contact at the company, describe our payload and ask which side of the building offers easiest access to the fair. "Yes," is the one-word response to my email.

    This not only is a useless, vague and curt reply, it's also extra ignorant on this late afternoon because one squall upon another has been sweeping the area. The wind buffets our van; the downpours are intense; and the lightning is scary.

    In similar situations, I have received the reply, "It is what it is!" Forget for the moment that this is a classically useless, non-specific response. It's also unprofessional and flippant.

    How much time and effort would it take to email this advice: When facing the front entrance, loading docks are on the left side of building. Back up to door number 3. Blow horn twice.

    This second example is an email that is easy to write as well as easy to read. It's very brief and very clear. It's quite helpful because its information is so highly detailed and specific.

    What's more, this email response sounds professional as well as friendly. Therefore, it's a winner on all counts.

    I have authored my share of stinker emails. Learn from your mistakes.

    But overall, patiently reading each email and then thoughtfully composing each response will minimize the gaffes that cause confusion and waste time.

    And higher-quality emails earn respect, too.

    Dan can be reached via e-mail at [email protected] His previous columns are available at www.tirebusiness.com.

    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    tb-logo
    Reader Services
    • Contact Us
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber & Plastics News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Plastics News China
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • News
      • OPINION
      • CORONAVIRUS
      • AUTO INDUSTRY
      • BUSINESS/FINANCIAL
      • COMMERCIAL TIRE
      • FACTORY FIXES
      • GOVERNMENT & LAW
      • INTERNATIONAL
      • MOTOR SPORTS
      • NEW PRODUCTS
      • RETAIL TIRES
      • SERVICE ZONE
      • SEMA/AAPEX
      • SMALL BUSINESS
      • TIRE MAKERS
      • SPONSORED CONTENT
    • SHOP FLOOR
      • BALANCING
      • DEMOUNTING
      • SAFETY
      • TIRE REPAIR
      • TPMS
      • TRAINING
      • VEHICLE LIFTING
      • WHEEL TORQUE
    • Multimedia
      • VIDEOS
      • PHOTOS
      • PODCASTS
    • Events
      • ASK THE EXPERT
      • LIVESTREAMS
      • WEBINARS
      • SEMA LIVESTREAMS
    • Data
      • DATA STORE
    • Resources
      • DIRECTORY
      • CLASSIFIEDS
    • ADVERTISE
    • DIGITAL EDITION
    • Awards
      • Tire Dealer Humanitarian Award