Why Contact Relationship Works

I am a full time car salesperson but I am also a software developer who sells Car Sales Assistant 2008, a follow up program designed especially for car salespeople. Therefore, I think I am pretty qualfied to share a few tidbits with you.

I don't know if you have noticed a change in the car business, but I sure have. GM just dropped a bombshell on us Chevrolet salespeople in Michigan by basically killing leases. What does this mean? Well, people will still buy cars but for us where I live, it is going to be a little bit tougher.

Thank God that I have developed some pretty good techniques for customer relationship building. Since there will be fewer and fewer fresh ups until people get used to not leasing, it is now more important than ever to develop relationships with your current customer base. Also, it is important to have a good system and (shameless plug coming) I would recommend my software. You can download it here and check it out for a free trial.

OK--shameless plugs aside, what do you do with a CRM program once you get it?

• Call every customer you have sold about every 90 days. Some people say every 30 days but I think that is too much--if someone called me every 30 days, I would feel pestered and dread the call. Now, if your manager says every 30 days, do it!
• Why call every 90 (or 30) days? Because odds are that sooner or later, someone in their direct family will be in the market for a car.
• What if they aren't? Odds are that they have a friend in the market for a car.
• Send a birthday card!!!! CSA 2008 makes it easy. Our dealership generates a computer printed letter and you know what? It looks like it's computer generated. Get a nice birthday card! I didn't get a single card in the mail this year (my birthday is June 21st if you want to send me one next year) but guess what--if someone would have sent me one, I would have really appreciated it and if that someone was in the sales or service business, I would have found a way to do business with them or at least find a family member or friend to do business with them! (Very important.)
• If someone leaves without buying, call them and thank them sincerely for stopping by. I have never gotten a thanks for stopping by call but would kinda feel obligated to at least consider someone who takes the time to do that.
• Send a letter thanking them for stopping by with a business card in it. You know what else? Make it hand written so it looks like you take the time because you care!
• If they buy somewhere else, thank them and ask them to give you another shot next time around.

OK-I know I ramble. Back to the title of this article. Why Contact Relationship Works. It works because not many people do it effectively! If you do it, you will stand up in crowd and sell more cars.

Some personal success stories recently.

• I called an orphan owner about 10 months ago and called every other month and talked to her. Guess what? She brought her son up and he bought a car from me a week ago today.
• I called someone who bought somewhere else and said, "I just wanted to thank you for calling me and letting me know. Most people will not do that and I really do appreciate it." You know what? I'm sure no one else has ever thanked her for buying somewhere else. Maybe I'll get another shot from her.
• I had a guy who wanted to lease a car for $230 per month. Well, leasing is done but I still kept in touch with him. You know what else? He is coming up on friday to purchase a certified used car.

What is boils down to, if your economy is rough like ours is, there is nothing else going on so what else can you do to kill the time?

• Call people. Let them know to tell their family and friends about you.
• Let them know that to you, they are more than a sale but a friend.
• Ask them what kind of car they want next time around so you can "keep and eye on the programs and contact them when it is the right time to get their next car."

Rambling done. That's how I write. Thanks for reading this blog!

Marv