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Forum: Idea Exchange
Topic: Be Back Percentage
Topic Posted by: Joe Boyer (jboyer@ocslink.com )Organization: Neil Norton Cadillac/Pontiac
Date Posted: Wed Jul 14 23:13:12 EDT 1999
Topic Description: As a new salesperson, I would very much appreciate any hints for increasing my be back ratio.
Previous message
Posted by: Jim
Date posted: Wed Jul 21 5:02:35 EDT 1999
Subject: Be Backs
Message:
I came from a career in a different industry after many years. I did not know much about sales or cars and I was not sure how I would do. I did know that when I went shopping for anything that could be thought of as a large purchase, I always purchased from the person that followed up with a phone call and a note. I started doing this. I was told not to count on be-backs because they would buy elsewhere. I wanted to do my best to keep them from doing so. I made sure I had a phone number and address if at all possible, if not I would look their name up in the phone book. I made sure that the next day I would call them, and tell them something new which I had not mentioned at the time they were at the dealership. I also sent them a thank you for their time with me, if you have postcards they work well. The idea is to make yourself and your dealership different from others and make them feel special. I find that most car salesmen are lazy and not willing to do the extra to get the people back. Sorry if I hit a sore spot, but it is true. Make the customer feel special and they will come back. Don't be afraid of the phone, I have never had anyone upset because I called them. I feel that by follow up and staying away form the bull pen (the group that stands outside and talks about how slow the traffic is and how they could make more money at another dealership) you will sell may more cars.
Also if I call someone and they have purchased elsewhere, I don't give up. I figure that they will be purchasing again in a couple of years so I put then on my follow up list and make a reason to send them a note once a month. Make up things, Christmas cards, birthday cards...Find out when their anniversary is and send them an anniversay card. There is a holiday for almost every month. I will call once in a while and just hi. I always call on the birthday and anniversary. I promise you that the person that sold them their car isn't following up as well as you are. When they are ready for a new car or when they hear of someone looking for a car, they will send them to you. You don't even need to ask for referrals, they will come, just make sure you always pay a bird-dog or buy them dinner.
If you are wondering if this really does work, I have been in the car business for 2 years. I take no ups unless I am asked to by the sales manager. I live on the phone, calling orphan owners and anyone who has ever used the service department. I must tell you that I also am given almost all the "spooners" by upper management and the owners because they know I will follow up.
Good luck, I hope you find this useful.
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