Customer Sales Follow Up Programs:
Part 1 of 2

Darin George

Salespeople and dealerships that have a proper strategy to get their ‘not sold’ customers back, will not only help you survive these interesting times but help you maximize every opportunity.

If you don’t have deep pockets you better have a very strong game.

Customers are not looking for a friend; they are looking for a professional.

o you want to be a very nice car salesperson or a very professional auto salesperson?

Sold customers

There is an old saying, “The easiest customer to sell to is one that you have already sold to.” Your sold customer follow-up is the single most important aspect for long-term and immediate success of a sales representative and the dealership they work for.

When times are good almost all the sales representatives will produce consistently.

When calling the customer, all that is discussed is whether they are enjoying their vehicle and if they have heard of a family member or co-worker that may be interested in a new or used vehicle. The call is meant to be short and sincere in manner. If the customer has just been sold, they should be contacted the next day, then the next month and then every three to six months thereafter. Have your own system of tracking existing customers’ birthdates, holiday, etc., and do it religiously. Set up a mailing list. If you feel you cannot organize your follow up program, get your husband or wife to organize a system for you at home and make sure it is being done. You might be able to use your significant other as an employee and a tax write-off.

‘Not sold’ customers

hese people are your best and hottest prospects to buy a new vehicle now. If you have seen and talked with these people, they are buying something very soon.

Program #1: You the salesperson

ou have to work these leads daily. The key to any follow up program is to keep on top of it; it must be a daily exercise. Always call the customer you saw today, the same day, even just to say thanks for visiting your company. If the customer is an active prospect they will be put in the next calling day. Following up on your “not sold” customers is like prospecting. These potential customers are your best leads. When you call these customers, make sure you have something new to discuss with them. This call is meant to build more customer rapport and it also shows them you are working hard for them. You can make up your own personalized follow up sheets with contact question and customer answers. If you would like an example sheet, e-mail me at darin@visitasc.com and I’ll e-mail you one to use.

Example call

Hello, Jenny. This is Darin calling from ASC Motors. I was wondering if another color on the vehicle would be okay with you? Great! I would also like to know if we could get together tonight to discuss the new car further?”

his call also determines if the customer is still in the market and where they are in the buying cycle.

or some salespeople, repeatedly calling a customer begins to have no value and is ineffective. The following two outlines can be used to increase your “not sold” customer sales.

Program # 2: Spouse or friend

ake a list of 10 of your most recent unsold customers. Put their name, phone number, date they visited your dealership, possible type of vehicle they are interested in and any additional comments.

ive this list to your spouse or friend. Get them to make the follow up calls. They can tell the customers they are your assistant or your customer follow up person. This call can be made from your home. This process should be done twice a week at the very least.

Example call:

“Hello, Mr. George. This is Darin calling from ASC Motors on behalf of Jenny Lee. I’m calling to see if everything was okay with your visit to the dealership and if Jenny was helpful?”

Get your new assistant to gather as much information from the customer as possible. You have to make the next call; make it an appointment or drive the car over to their house.

Example call:

“Hello Mr. George, this is Darin calling from ASC Motors on behalf of Jenny Lee. I’m calling to see if everything was okay with your visit to the dealership and if Jenny was helpful? Great! I would like to know if there is anything I could do to further assist you?”

Darin George is a sales trainer, recruiter, author and founder of the Automotive Sales College Inc., established in 1996. George is an internationally recognized sales trainer, motivator and corporate speaker and has trained and employed thousands of people globally.Contact the writer.