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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: Randy Brooks (broo@localaccess.com )
Organization:Lincoln Mercury of Olympia
Date posted: Tue Jul 20 0:18:00 EDT 1999
Subject: Be Backs
Message:
I succeed in getting "be-backs" back by being unpredictable. Please understand that I'm no genius and I try to be one of the most humble guys at our dealership.
While others are busy saying good bye to customers hoping they'll come back I am busy planting land mines in the customers head to prevent them from even focussing on what the salesmen say at the next five places they visit here in the multi-dealer auto mall environment I work in. I don't "sewer" the client on other dealers/product lines. What I do instead is differentiate our dealership's way of doing business from everybody else. I will also play on the same method to get the customer to see me as a unique individual worthy of earning their business. I also must "double down" my bets by trying turns early before the client gets tired out. I work to establish "mental commitment" from the client on the first visit by doing whatever it takes. I will doorstep cars, buy dinners, pay incentive fees, whatever. I stick with being unpredictable in a light, humorous manner that doggedly searches for the snake that keeps the deal from happening. I will plant doorways on the departure of the customer, "finding a question that needs to be answered" that I use to re-call the customer later that night and then the following morning.
Here's a funny way to get the customer to go straight home without visiting anymore car dealerships. Get your dealer to buy gallon containers of ice cream and keep them in your fridge. When you sense the right customer; somebody who plans to buy right away and wants to shop around; remember that the customer is the winner of a gallon of ice cream. As they drive down the street they can't stop anywhere because of the huge container of slowly thawing ice cream. Then call them in a few hours and ask them how they liked the ice cream and invite them back. They'll be gratified, you'll be unique in your area and the huge size of the ice cream container is what kept them from shopping. PS-Every now and then as a matter of quality control you and the rest of the sales staff should cut down one of these bad boys to make sure it is of customer quality :)~
I learned this from Janice Ashcroft of Texas. If you're out there Janice, hello and viva American Mobile Homes.
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