When I started selling cars, my managers kept saying ‘there’s no such thing as a be-back’ … so none of us did any follow up.
Because I believed it, I spent 5 years doing almost zero follow up to get an unsold prospect back on the lot. And I spent zero time and effort trying to get a sold customer back in for their next purchase.
No surprises about why we didn’t get many be-backs, which actually made my manager correct.
Be smarter than we were! Contact everyone who doesn’t buy, and use my 6 easy steps.
It matters – a lot! If you count everyone…on an average day, you talk to 3 or 4 people. Work 25 days, and that’s 75 to 100 people a month.
• 20% (2 out of 10) will not be buying a vehicle soon. That means 15 or 20 of the people aren’t going to come back in and buy.
• 78% (8 out of 10) though will buy, and 90% will buy within a week.
90% of 75 is 67.5 buyers. Just subtract the # you sell, and you’ll have a boat load of opportunity to start selling more cars right away.
Are those #s too high? No big deal, just cut ‘em in half. That still means you’re losing way too many easy sales.