How Important Is Follow Up Really?
Here’s some tremendous information one of our Dealership customers dug up for us. You may ask yourself, “Really, how important is your follow up?” Well, here’s your answer.
Below are the statistics regarding the importance of following up from the Association of Professional Salesmen and the National Sales Executive Association. Their statistics show that the majority of sales are made from the 5th through the 12th contact! Here is the data they have compiled about how contact sales are made:
- 2% of sales are made on the 1st contact
- 3% of sales are made on the 2nd contact
- 5% of sales are made on the 3rd contact
- 10% of sales are made on the 4th contact
- 80% of sales are made on the 5th-12th contact!!
Are you beginning to see why your response rate can be so low? Do you recognize why you are not earning the amount of money you thought you would on-line?
Here is another example of why repeated exposure is important. How many times a day do you see or hear about Coca-Cola, McDonalds or Pepsi? I know there is a statistic somewhere on this, but I’m betting it’s in the dozens or higher per merchandiser. You hear Coke ads, you see them on billboards, you see them in magazines, on TV, on radio, and on and on.
Why? You already know you like Coke. You already know where to buy it. You already know the cost, or nearly so. Why does Coke pay millions per month in advertising costs? One reason: To keep Coke on your mind as often as possible, so you will be more likely to crave it and therefore buy it. They want you to think of Coke as often as humanly possible!
You should consider selling cars and service to your prospects in the same way. It’s war out there in the automotive economy in which everyone is vying for a part of the same prospect’s mind. You don’t have to play dirty to win, but you MUST play the game HARD consistently, persistently and with the utmost determination to succeed.
To accomplish this, you must get your message in front of the prospect repeatedly over the course of time ranging from your initial introduction until you are told to stop sending information. This may seem drastic, but who will be sending your prospect information if you are not? I guaranteed someone else will be there when the time is right for the prospect, and you will have lost a sale because of your failure to follow up.
Sending a good email template has become an imperative in car sales. Many dealerships make the mistake of sending a “personal style” text email to the people on their emailing list. The fact is, people are using spam blockers more than ever, and your personal email will go straight to the trash. Use engaging email templates to really hook your prospect, and to get past the spam filters.
Engage your customer with your long term email follow-up and quit sending those tired, canned text template emails.
Oh, and for you Internet sales people that resend the same email template over and over and over because the customer never answered the first one, AND you’re being too lazy to type out another email, STOP! There’s a reason why the customer didn’t answer you the first time! AND it’s not because they’re no longer in the market.
Engage your customer with your emails. Show the customer that you are eager to serve them while willing to provide information that will help them make the right decision. Let the customer tell you “NO, I don’t want that car!”! It’s OK, you at least got a response and something to work with.