Page 126 - Car Sales Training Manual

􏰏4114<􏰌"5 􏰊&118 94 􏰎<3*78 ? Session G.2
TOPIC: Handling normal, ongoing owner follow-up calls.
G.2–1 of 3
Transferring important ‘Customer Requirements’ notebook details gained during the sales presentation to your Dealership follow-up system to gain and build customer rapport and trust. Using and updating this information during ongoing calls to:
(i) Sellownerstheirnextcar. (ii) Gain referrals.
AIM: Become accomplished at setting up an effective owner follow-up record following an initial sale in order to build a long-term relationship, a relationship that secures a repeat sale and offers referral business.
KEY POINTS: • Obviously your Dealership must provide a customer follow-up system. The system will not work unless everycustomer record has a ‘bring forward’ date and a ‘bring forward’ mechanism.
• The Dealership must have a dedicated person responsible for the successful maintenance and operation of the system.
• Creating an owner record following purchase of a car that 431> notes customer contact details and type of car is largely ineffective in maintaining a relationship.
• Use of your ‘Customer Requirements’ notebook during a sale captures various pieces of lifestyle information, (eg., plays golf, children’s sporting/hobby activities, holiday destinations, etc.) Transfer these details to your owner record to provide a basis for general interest discussion during scheduled follow-up calls.
• Use a portion of each owner follow-up call to ask about points of interest or pleasure you’ve noted in your record, (eg., “Have you been able to drop your golf handicap below 16?”; “How is the cabin going down the coast?”; “Is your son still playing competition tennis?”) Your customer will respect you making the effort to remember points raised during the sale process and the rapport built at that time can continue to grow, as opposed to dying, after the vehicle delivery.
• 􏰂1<&>8 gently probe for updated information, write the new details down, transfer them to your owner record and utilise this during your next call.