How to Improve Follow-Up for Unsold Customers
Ask yourself, “Why did this customer not buy today?” Was it the vehicle selection? Price, payment (affordability) or trade-in value? Is there another decision maker? Is there a confidence issue? Time?
Develop a follow-up STRATEGY with your Sales Manager as soon as your customer leaves so that you will remember the details.
Follow up an unsold showroom customer on the SAME DAY!
Whenever following up an unsold customer from a showroom visit, never use the “F” word in the conversation; “follow-up”. For example, “Hi Mr. Lee, I was just phoning to follow-up.” This statement puts your customer under undue pressure and on high alert that you are going to try to sell them over the phone. This type of contact suggests to the customer that there is no benefit to them in this exchange, only to you, the Sales Consultant. Whenever following an unsold customer (whether by phone, text, e-mail, video), always ensure that there is a BENEFIT to them (a VALUE PROPOSITION) in receiving your communication in the form of a NEW offer or NEW information.
If there is another person involved in the decision, attempt to get the vehicle to that other person. The other person may have a different agenda or desire a different vehicle. If you cannot take the vehicle to the other party, consider using live streaming or sending a video of the vehicle.
Call your customer to follow-up on your e-mail/text. The goal is to:
- Meet again at the dealership, customer’s home or workplace (all decision makers).
- Make arrangements for another demonstration drive (all decision makers).
- Complete the vehicle purchase online
Text:
Text your customer a THANK YOU message as soon as they leave the dealership (literally) and inform them that you will be sending them more information to assist them with their research via e-mail:
“Mr. Lee, great to meet you today and THANK YOU for the opportunity. I look forward to continuing the conversation. I will be e-mailing you more information.”
E-Mail: E-mail NEW information in the form of attachments and links:
– Consumer Reports
– J.D. Power Best Car Ratings
– J.D. Power Vehicle Dependability Studies
– Insurance Institute for Highway Safety (I.I.H.) TOP SAFETY PICKS
– Online Columns (e.g.: MotorTrend Car/Truck of the Year)
– YouTube® Vehicle Review Videos
– YouTube® HOW TO Videos (e.g.: How Adaptive Cruise Control Works, How Lane Keep Assist Works, etc.)
– YouTube® HELP Videos:
- How to Maintain Your Car and Make it Last
- Top 5 Car Maintenance Tips Everyone Should Know
- Regular Oil vs Synthetic Oil
- How to Tell if You Need New Tires
- How to Prepare Your Vehicle for Winter Driving
- 10 Things You Must Have Before Driving in a Canadian Snow Storm
- Used Vehicle Promise
- Used Vehicle Inspection Checklist
- Used Vehicle Repair Order
- vAuto vRank Report
- How We Price Our Pre-Owned Vehicles
- How We Appraise Your Vehicle
- The BENEFITS of Leasing
- Leasing Versus Financing
- Our BEST PRICE Guarantee
- Why Electric Vehicle Really Are Cleaner
- Service Department Pick-Up and Drop-Off Service
- Canada Revenue Automobile Deduction Limits
Mr. Lee, see attachment.
You might find this helpful/interesting. You will like this. View this before making your decision.
Video:
- Create a THANK YOU video (30 – 40 seconds).
- Create a THANK YOU video from your Sales Manager.
- Create an Express Vehicle Presentation video (5 – 10 minutes);
Mr. Lee, attached is a video of the vehicle you looked at today. I thought that you would want this in case you are comparing with other vehicles.
Create a video that focuses on:
o One or two vehicle features that were of specific interest to your customer.
o One or two vehicle features that may be unique (a competitive advantage) to the make/model considered.
Create a USED vehicle video that simply has the camera do a 360 degree capture of the vehicle (no narration required) to remind he customer of the overall vehicle condition.
Create a USED vehicle video that displays and reviews the:
o Used Vehicle Promise
o Used Vehicle Inspection Checklist
o Used Vehicle Repair Order
o vAuto vRank Report
Create videos using a video App (Quick Pages, BombBomb, Co-Video, Snapcell, Vidyard etc.) and build a RESOURCE FOLDER. Curate and build content on a weekly basis. The videos can also be used for social media posts, and your YouTube® channel:
o A Message from the General Manager/Dealer Principal
o A Message from a New Generation Sales Consultant
o My Personal Service/Concierge Guarantee
o Our Dealership’s Purchase Experience
o Our Dealership’s Finance Pre-Approval Service
o Our Dealership’s Appraisal Process
o Our Dealership’s Appraisal Process – The Use of Leading-Edge Technology
o Our Dealership Facilities
o Custom Accessories – Personalize Your Vehicle!
o Our DRIVE HAPPY Guarantee
o Our Service Department Pick-Up and Drop-Off Service
o FREE Carwashes!
o Our Community Involvement
o Our Automotive University
o Profiles of Our Leadership Team
o Get to Know ME!
o Profiles of Our Technicians – Technician Spotlight
o What Our Customers Are Saying
o Fascinating History and Facts About Our Manufacturer
o Our Vehicle Awards and Accolades
o Our Certified Pre-Owned Program
o Our Dealership’s Inspection and Reconditioning Process
o How to Spot an Accident-Damaged Vehicle
o What is a CARFAX® Vehicle History Report?
o Why Maintain Your Vehicle at a Franchised Dealer
o How to Properly Maintain Your Vehicle
o Understanding Tires and When to Change Them
o The Difference Between ALL SEASON and WINTER Tires
o What is Synthetic Oil and Why Use It?
o What is All Wheel Drive Versus 4-Wheel Drive?
o What is a Turbo and How Does it Work?
o How Does a Hybrid Vehicle Work?
o How Does an Electric Vehicle Work?
o How Do You Charge an Electric Vehicle and Charging Options?
o How to Use Your Manufacturer’s Cell Phone App
o What are the Newest Vehicle Safety Technologies?
o What are the Newest and Coolest Vehicle Technologies? – TECH TALK!
o What Should Always be in the Trunk/Cargo Area of Your Vehicle
o How to Change a Tire
o SPOTLIGHT New Vehicle Reviews
o Introducing Our Banking Centre
o Our Lenders
o The Benefits of Financing with the Dealership’s Banking Centre
o Why You Should Not Use a Line of Credit to Pay for Your Vehicle
o What is a Credit Score and What Does it Mean?
o Financing for NEW Canadians
o Our Manufacturer’s Employee Purchase Program
o The “Preferred Company” Purchase Program
o Student, Military, First Responder, Disabled Rebate Programs
o Government Electric Vehicle Incentives
o A Review of the Bill of Sale – What are the Charges?
o What is an “Open Loan”?
o What is Leasing – and the BENEFITS
o Debt Consolidation and CASH BACK Services
o Special Financing Service for Credit-Challenged Customers
o How to Rebuild Your Credit
o Protecting Your Vehicle Loan with Life and Disability Insurance
o Do I Need and Extended Warranty?
o Protecting Your Vehicle with a Rust Control Module, Paint, Interior Protection
o Understanding Your Manufacturer’s Warranty
o Where/How Do I Get Car Insurance?
Phone:
DO’s – Attitude
URGENCY!
¨ Choose to be successful with your FOLLOW-UP phone calls.
Envision a positive result.
¨ Accept the fact that there will be FOLLOW-UP calls that go unanswered.
¨ Accept the fact that some people will be dismissive.
¨ Don’t stew and dwell on unanswered or difficult calls.
¨ You will sell MORE vehicles and make MORE money by making voice-to-voice
FOLLOW-UP calls!
¨ HAVE FUN! Be a Telephone BEAST!
Approach
¨ Make calls with your Sales Manager. Collaboration! Energy!
¨ Try standing while making calls (you think faster).
¨ Make calls outside if weather permits.
¨ Have a PLAN and STRATEGY.
¨ Use a call script or have a prepared list of talk-points.
¨ Have a list of your manufacturer’s and/or dealership’s current incentives.
¨ Smile when you are on the phone.
¨ Thank your customer for taking your call.
¨ Indicate that your call will be brief.
¨ Use your customer’s name often in the conversation.
¨ Be genuine and relatable.
¨ Stay focused. The goal is to secure a showroom appointment.
¨ Confirm all appointments with a Meeting Invite.
¨ Confirm all appointments will a text or an e-mail (and a video).
¨ In preparation for your appointments, have the selected vehicle fueled,
washed (if possible), place a HOLD sign (with customer’s name on it) and
feature the vehicle at/near the dealership entrance.
¨ Send a text or a video that explains your offer if a call is unanswered.
Strategy and Talking Points
¨ Courtesy THANK YOU
¨ Provide FURTHER INFORMATION about the chosen vehicle
¨ Provide NEW PAYMENT Options
(deferral option, bi-monthly, bi-weekly or weekly payments)
¨ Offer an EQUITY PAY-OUT option
¨ We would like to RE-APPRAISE your trade-in
¨ We have a buyer for your vehicle
¨ Offer a CASHBACK option to consolidate debt, a home renovation, a vacation
¨ Offer a PRICE or PAYMENT concession
¨ Offer an INTEREST RATE concession
¨ Offer a TRADE-IN concession
¨ Offer a VEHICLE ACCESSORY
¨ Offer the first 3 OIL CHANGES at NO CHARGE
¨ Offer $500 of FREE SERVICE
¨ Offer VEHICLE PROTECTION PACKAGE or EXTENDED WARRANTY SAVINGS
¨ Offer an ALTERNATIVE VEHICLE
¨ Offer a NEW ARRIVAL
¨ Apprise of a NEW PROGRAM/INCNETIVE from the manufacturer
¨ Apprise of an upcoming dealership SALE EVENT
¨ Arrange a 1st or 2nd DEMONSTRATION DRIVE
¨ Probe for REBATES (Graduate Rebate, Military Rebate, Mobility Rebate, etc.)
¨ The PROGRAM IS ENDING
ADDITIONAL Strategy and Talking Points
Manufacturer Pillars
Most of the following information can be found on your manufacturer’s website:
¨ Industry awards or accolades provided by J.D. Power and Associates,
Consumer Reports, Lemon-Aid, Edmunds.com, Canadian Black Book®, ALG,
MotorTrend, Road &Track, Car & Driver, Automobile, Automotive Journalists
Association of Canada (AJAC), news writer guilds, Insurance Institute for
Highway Safety (IIHS), insurance companies, etc.
¨ Better vehicle warranty coverage than other manufacturers offer
¨ Commitment to safety ¨ Commitment to accident avoidance
¨ Commitment to green manufacturing
¨ Fuel efficiency
¨ Canadian or global sales rankings (people like to buy winners!)
Dealership/Dealer Group Pillars
This Pillar distinguishes your dealership/dealer group from your competitors. It is a list of customer conveniences, services and programs that you provide to your customers and states how your customers will be serviced after they purchase or lease a vehicle from your dealership. If you have a U.P.S. (Unique Selling Position) or a mission statement, it will serve as a great starting point. Here are some other components to consider:
¨ With over _____ years of experience at serving the community, you will be well served.
¨ We have _____ years experience amongst our service team.
¨ We have _____ Grand Master technicians to serve you.
¨ We have a satellite link with all our plants in the event of a new problem that has never been diagnosed.
¨ We have won our manufacturer’s Achievement of Excellence Award _____ times.
¨ Our customer satisfaction index is _____% but we’re still trying to do better.
¨ We have over _____ Google Review with an average of _____.
¨ Our Service Department is open from ______ in the morning until _____ in the evening with extended service hours until _____ on _____ and Saturdays
from _____ to _____ in order to serve you better.
¨ Environmentally controlled Drive-Thru.
¨ Rapid Lube Lane.
¨ Lifetime lube, oil and filter program.
¨ Complimentary hand wash and vacuum on each service visit.
¨ Our Collision Centre has state-of-the-art technology and expertise on site to repair your vehicle in the event of a mishap.
¨ Complimentary shuttle bus or taxi service to and from our dealership.
¨ 100% mobility: If your vehicle is tied up for repairs and the warranty will not pay for a rental vehicle, we have courtesy vehicles to keep you on the road.
¨ $5,000 re-imbursement award in the event that you’re vehicle is stolen above your insurance settlement.
¨ You’ll receive a $500 insurance deductible waiver from us that you can use at our collision centre.
¨ Complimentary 12 months of creditor protection with each financed or leased vehicle (e.g.: WALKAWAY, Tricor, etc.).
¨ We have a V.I.P. rewards program that will automatically entitle you to up to $______ in additional discounts and savings.
¨ We have an exclusive Pre-Owned Vehicle Club that will keep you up to date with service reminders, recalls and campaigns even on our off-makes.
¨ You’ll be invited to attend one of our monthly TOTAL CARE CAR CLINICS.
¨ You will be invited to our customer appreciation event held each year (previous events have included a wine tour, Hell’s Kitchen cook-off, an
exclusive showing of a Broadway musical and a car rally).
¨ T.V. lounge, children’s play area, premium coffee bar/shop, snack bar, tuck shop etc.
¨ Internet access and desks.
¨ All records are computerized and flags are set up to identify re-calls and campaigns even if you’re just in for an oil change. Service records improve a vehicle’s integrity when you’re going to trade it in or sell it privately. We can provide the vehicle service history for you at any time.
Sample Call/Text/Video/E-Mail
Follow-Up Concepts
Great Beginnings
“Thank you for taking my call. As promised, I’m calling to get your thoughts on the materials/articles/customer testimonials/video I sent you.”
“I’ve got an idea that I would like to run by you. I would love your opinion.”
“I’m calling to see what your thoughts are on deferring the payments for 3 months on the new vehicle?”
“I have a proposal for you that I think you will find interesting.”
Courtesy THANK YOU:
“I wanted to THANK YOU for allowing me the opportunity to show you the ____________. I have sent you a video and a JD Power 12-month Quality/Reliability ranking.”
Further Information:
“I wanted to provide you with some additional information to assist you in your research. I am confident that the ____________ will truly meet your needs.”
Re-Appraise a Trade-In:
“My manager would like to re-appraise your vehicle. He’s had several inquiries on vehicles like yours and would like an opportunity to pay you more. Would later today or tomorrow work better for you?”
“My manager has a buyer for your vehicle. If he’s sourced a buyer that means he’ll be able to pay more after a re-appraisal. When could you bring your vehicle down to the dealership so that we can tee up the buyer? Would later this evening or tomorrow better fit your schedule?”
“When we appraised your vehicle, we had a number of buyers and brokers bid on your vehicle in a closed auction. One of the buyers is putting pressure on us to win your trade-in. He would like the opportunity to see your vehicle in order to pay more money. Could we have you drop your vehicle down to the dealership later today or sometime tomorrow?”
Offer a Concession:
“I wanted to connect with you to let you know that my manager would like to offer you with a price/payment concession with respect to the proposal that we made to you yesterday. We are still a few sales behind our target and he is looking to quickly get ahead of this by trying to entice some our current visitors. He only asked that he have an opportunity to present you this offer himself, in person. He has re-assured me that you will be very pleased. Would later this evening or tomorrow be better for you?”
New Payment Options:
“My manager and I put our heads together to get creative with respect to some payment options that you may find attractive (list a payment deferral option, bi-monthly, bi-weekly or weekly payments, an Equity Payout Option, a Future Equity Plan, etc.). I would like to review them with you. Would later this evening or tomorrow be better for you?”
Offer an Alternative Vehicle(s) (New/Used):
“I thought that I would let you know about some additional vehicles that might also meet your needs and wants in a newer vehicle – as well as your budget.” We just want to make sure that you are offered several options before making a final decision. Could I show you them to you later today or tomorrow?”
New Arrivals for the New Vehicle Department:
“We just received a shipment from our manufacturer and have some new colours and models to choose from. We also have some new vehicles on order that have just been released to us. I would love the opportunity to show them to you. Would later this evening or tomorrow be better for you?”
New Program from the Manufacturer:
“I have some great news for you. Our manufacturer has just announced new incentives (describe the details of the new program). I would love the opportunity to meet with you again to show you some new payment options that include the new incentives. Would later today or tomorrow be better for you?”
Upcoming Dealership Sale Event:
“I have some great news! My Sales Manager just announced to our team that this weekend our dealership will be hosting a Sale Event. The Sale Event includes (list your incentives). Because you have already visited us – and to ensure that you get to choose from the best selection, I asked him if we could offer you the incentives NOW, without having to wait until Saturday. He approved. Could we get together later tonight or would tomorrow be better?”
“I have some great news. We just received a transport of new vehicles for our upcoming (Sale Event) that will be taking place this Saturday. Our managers will be staying late on Friday evening after the close of business to reduce prices and produce the price tags for Saturday morning. Our inventory will be reduced to the lowest possible prices and payments in order to make the sale a success.
I will not know how low the prices will be as they will be pricing them on Friday evening. Could we make arrangements to have you visit us again early on Saturday morning in order to ensure the best possible selection?”
Arrange a Demonstration Drive:
“As you did NOT have an opportunity to take the vehicle for a demonstration drive, I would like to make arrangements for you to drive and evaluate the vehicle. You can experience the vehicle here at the dealership or you can take advantage of our personalized CONCIERGE SERVICE and I will bring the vehicle to you. Would today or one of the next few days be convenient for your schedule.”
Secure an appointment with an either/or question. If unsuccessful, determine the nature of the objection; is it the vehicle, price, payment or trade-in value?
“Your wife/husband/partner has not yet had the opportunity to test drive and evaluate the ____________. With your permission, I would like to also get their opinion on the vehicle you’re considering. Would this evening, later this week or Saturday work better for you?”
Would it be easier for everyone if I were to bring the vehicle to your wife/husband/partner to their home/workplace?”
Rebates:
“With the Sales Event incentives from our manufacturer, I sometimes forget to review our ongoing special rebate programs (e.g. Graduate Rebate, Military Rebate, Mobility Rebate, etc.). My apology. Could I have an opportunity to review some of these additional programs and savings with you?”
The Program is Ending:
“I just wanted to touch base to remind you that our manufacturer will be terminating the program on (date). You can take physical delivery after that date, along as we have secured a vehicle and completed the paperwork before that date. Could we get together so that you can take advantage of the savings? Would later this evening or tomorrow be better for your schedule?”
Visit wyemanagement.com to see our schedule of LIVE and ONLINE workshops and programs. Visit Wye Management – YouTube to view Video Success Tips.
To book an in-dealership training session, contact:
Hector Bosotti
National Trainer & Consultant
Wye Management
hbosotti@wyemanagement.com
Cell: 647.292.4503
