So I’ve been car shopping lately.
And let me tell you, it’s been really disappointing to see how careless car salesmen are.
Here’s why:
- Went to Subaru dealer #1. Test-drove a 2009 Impreza WRX. After I left the dealership, I received no follow-up whatsoever.
- Went to Subaru dealer #2. Test-drove a 2010 Outback. After I left the dealership, I received no follow-up whatsoever, even though we discussed price and spent time looking at inventory.
- Went to Subaru dealer #3. Test-drove a 2009 Impreza WRX again, this time with my wife. After I left the dealership, I received no follow-up whatsoever, even though I said I planned to buy within the week.
You would never guess car dealers were hurting if you went by their shocking lack of follow-up.
I was reminded again that I could probably become a car salesman and quickly — even easily — become the #1 salesman in the region just by doing the simple little things that count.
Contrast this with Lance Wischkowski at the Ralph Schomp Mini dealership. After we test-drove a Mini Cooper S, he followed up by calling us, emailing us, and sending a snail-mail letter.
I was totally impressed.
And I would have bought from Lance, no question, had we been seriously considering a Mini.
If you run a business, how tight are your follow-up procedures? Are you letting hot leads slip through the cracks?
Take some time to review how you do follow-up. You can’t afford to be throwing business away, especially in an economic environment such as this.
And if for some reason you can’t follow-up with all the leads you’re getting, then at least refer those leads out to somebody who’s willing to pay you for them.
There’s no easier way to create a bad first impression — and lose a sale — than by failing to follow-up.
-Ryan M. Healy
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About Ryan M. Healy
Ryan Healy is a direct response copywriter. Since 2002, he has worked with scores of clients, including BoostCTR, Alex Mandossian, Terry Dean, and Pulte Homes. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and is a regular contributor to WordStream.com, BoostCTR.com, and MarketingForSuccess.com.
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{ 13 comments }
Ryan,
Three years ago my wife and I did some online car shopping. We were interested in the Saturn Vue. We filled out the online form and waited for a salesperson to call. Nobody called. We were surprised and even a little stunned.
Actually, it’s better that no one called. It was a want, not a need. Today we’re driving the same 2000 Honda Accord that has given us magnificent service.
Ryan,
Three years ago my wife and I did some online car shopping. We were interested in the Saturn Vue. We filled out the online form and waited for a salesperson to call. Nobody called. We were surprised and even a little stunned.
Actually, it’s better that no one called. It was a want, not a need. Today we’re driving the same 2000 Honda Accord that has given us magnificent service.
Your post brought back memories of my first ever job – night receptionist at Don Little Ford car dealership in Richmond Hill, Ontario. I learned everything I know about selling from just watching the 2 top new car salesman in action. It was totally fascinating. Both were top earners – and as different in approach and attitude as night and day.
I modelled my own sales mindset after Mr. “Day”. He always took time to provide genuine customer service and incredible follow-up – which included remembering customers’ names instantly, when they walked in the showroom after 3 years absence. (The older I get, the more that particular skill impresses me.) Alas, I still fall far short of him.
Both he and his colleague consistently made similar paycheques – but I’m sure Mr. “Day” slept better at night, had no ulcers – and a heck of a lot more fun.
Thanks for the timely reminder, Ryan.
Your post brought back memories of my first ever job – night receptionist at Don Little Ford car dealership in Richmond Hill, Ontario. I learned everything I know about selling from just watching the 2 top new car salesman in action. It was totally fascinating. Both were top earners – and as different in approach and attitude as night and day.
I modelled my own sales mindset after Mr. “Day”. He always took time to provide genuine customer service and incredible follow-up – which included remembering customers’ names instantly, when they walked in the showroom after 3 years absence. (The older I get, the more that particular skill impresses me.) Alas, I still fall far short of him.
Both he and his colleague consistently made similar paycheques – but I’m sure Mr. “Day” slept better at night, had no ulcers – and a heck of a lot more fun.
Thanks for the timely reminder, Ryan.
The Lost Sale Is in the Lack of Follow-up: So I’ve been car shopping lately.
And let me tell you, it’.. http://bit.ly/EBxyZ
This comment was originally posted on Twitter
In 2004, we went to our local Mazda dealership, and were very interested in the Mazda 3, but we wanted a stickshift.We also went to the Honda dealer on the same block and test drove the Civic Hybrid. Again, we wanted stick. They told us they could have one in a week. Were still waiting, five years later, for a phone call from either one.
Online, we found the Mazda 3 stickshift just over the New Hampshire line, about an hour and a half’s drive. They were very nice, they gave us a good price, and made the whole experience pleasant. And we bought it. And they followed up with nice little cards, a coffee mug, and a lot of other endearing things.
If I could teleport them closer and if they had a car I want, I’d buy from that dealer again, easily. Unfortunately for them, it is kind of far, and we’re probably not going to buy another Mazda. But that dealer earned my referrals, even if it’s not practical to do business.
Meanwhile, last week, a roofer showed up in a rainstorm to do an emergency patch. I liked him and was impressed with his dedication. he told us we need a new roof–so where’s his (requested) estimate? Strange!
In 2004, we went to our local Mazda dealership, and were very interested in the Mazda 3, but we wanted a stickshift.We also went to the Honda dealer on the same block and test drove the Civic Hybrid. Again, we wanted stick. They told us they could have one in a week. Were still waiting, five years later, for a phone call from either one.
Online, we found the Mazda 3 stickshift just over the New Hampshire line, about an hour and a half’s drive. They were very nice, they gave us a good price, and made the whole experience pleasant. And we bought it. And they followed up with nice little cards, a coffee mug, and a lot of other endearing things.
If I could teleport them closer and if they had a car I want, I’d buy from that dealer again, easily. Unfortunately for them, it is kind of far, and we’re probably not going to buy another Mazda. But that dealer earned my referrals, even if it’s not practical to do business.
Meanwhile, last week, a roofer showed up in a rainstorm to do an emergency patch. I liked him and was impressed with his dedication. he told us we need a new roof–so where’s his (requested) estimate? Strange!
We got a ton of followup when we bought our 2004 Ford F-250. Because my cousin was the service manager, we got a great deal. It was the second car we’d bought from them in 2 years. The salesman called twice just to check on us, and his commission wasn’t anywhere near what it would have been if we had simply walked in.
A year ago we bought 3 Toyotas in 3 days from the local dealer. We had looked a couple days ahead of the purchase. They called to see if we’d made up our mind. And they were nice about it. No high pressure. Maybe that’s why we bought 3 cars from them. They even delivered my son’s car all the way to San Diego, a 5 hour drive. (he bought from a picture and our recommendation and loves it).
My wife bought a Camry. My daughter bought a Yaris. And my son bought a Scion TC. We got cards and calls and emails. And we got great deals on each one.
So followup isn’t completely dead among car dealers.
We got a ton of followup when we bought our 2004 Ford F-250. Because my cousin was the service manager, we got a great deal. It was the second car we’d bought from them in 2 years. The salesman called twice just to check on us, and his commission wasn’t anywhere near what it would have been if we had simply walked in.
A year ago we bought 3 Toyotas in 3 days from the local dealer. We had looked a couple days ahead of the purchase. They called to see if we’d made up our mind. And they were nice about it. No high pressure. Maybe that’s why we bought 3 cars from them. They even delivered my son’s car all the way to San Diego, a 5 hour drive. (he bought from a picture and our recommendation and loves it).
My wife bought a Camry. My daughter bought a Yaris. And my son bought a Scion TC. We got cards and calls and emails. And we got great deals on each one.
So followup isn’t completely dead among car dealers.
Wow. Great story. I wish you publish more real-life “case studies” like this one :)
Btw, if all [or at least 80%] of car sales men would be top marketers/follow-up gurus, then the world will be better… lol
Wow. Great story. I wish you publish more real-life “case studies” like this one :)
Btw, if all [or at least 80%] of car sales men would be top marketers/follow-up gurus, then the world will be better… lol
Hmm…. Joe Girard
-J
Hmm…. Joe Girard
-J
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