Follow Up Timeline

I’ve had the good fortune of speaking with many automotive sales consultants and managers over the years and one topic that always seems to be raised is follow up, and rightly so. Ongoing follow up is perhaps the most important tactic we can employ to create lasting relationships with our clients, relationships that will ensure loyalty. Yet, it’s estimated that fewer than 17% of vehicle owners receive any type of follow up from the sales consultant from whom they bought or leased their vehicle. Not surprisingly, and likely a direct result of the 17% statistic, 82% of customers can’t even remember their sales consultant’s name one year after the sales transaction!

Given those scary statistics, let’s take a look at some tangible steps you can take to encourage your owners to give you an opportunity at their business every time they’re in the market for a vehicle:

1)      Complete a concise client profile every time you deliver a vehicle. This electronic or paper form just allows you to compile information you’ve learned about your clients, i.e., contact information (including email addresses), vehicle information, household vehicle information (to identify future vehicle needs), family information, etc.

2)      Send a hand-written thank you note immediately after delivery. This note should NOT ask for referrals as it is a THANK YOU note, not a development source for new business. While it’s almost always proper to ask for referrals at delivery, it should never be done via a passive medium like direct mail or email.

3)      Place a post-delivery telephone call within 24 hours of the delivery. This will serve to not only thank the customer again for his or her business, but to position yourself appropriately to answer any questions your clients may have. And, yes, you should even place this call if you sold the customer a pre-owned vehicle; it’s always a good idea to create a relationship where the customer feels comfortable contacting you if he or she has any questions or problems with the vehicle. Ignorance is most definitely not bliss.

4)      Send an ‘info sheet’ 5-7 days after delivery. This form on dealership letterhead simply identifies all key management personnel, contact venues, hours of operation, credit policies and the like.

5)      Place a thank you telephone call at 30 days. This is especially important if your clients completed a new vehicle transaction since they’ll probably be receiving the manufacturer’s satisfaction survey around this timeframe. If you can eliminate problems prior to the survey completion, you’ll save yourself a lot of time and trouble later.

6)      Send a hand-written post card at 90 days. This is just a “thanks again – I haven’t forgotten about you” note. You may also wish to offer a discounted or free maintenance visit at this time to get the customer in the habit of bringing the vehicle in for ongoing maintenance, something that is critical to his or her long term loyalty to you and the dealership.

7)      Place a telephone call at 6 months. This will allow you to check on your clients’ other household vehicle needs and transaction timeframe – has anything changed since they took delivery? Maybe their second vehicle suddenly needs some major repairs and they’re going to be in the vehicle market again sooner than they anticipated.

8)      Send a hand-written post card at 9 months. See #6 above.

9)      Send a ‘birthday card’ to the vehicle at one year. This is funny (actually address the card to the vehicle) and a nice touch to let the customer know you didn’t forget. It also positions you well to make contact #10 below.

10)  Place a telephone call 3-4 days after you send the ‘birthday card’. This allows you to thank the customer again and again check on their household vehicle needs. As always, if they’re not going to be in the market in the near future, that’s absolutely fine. We’re not trying to sell a vehicle but rather continue to build a relationship, so this is a very appropriate response: “No problem; I just wanted to let you know I hadn’t forgotten about you.”

11)  Finally, alternate post cards and telephone contacts every 90 days, until they trade again. That way, your customer will see your name every six months and hear your voice ever six months. That should all but guarantee they won’t forget you the next time they’re in the market for a new or pre-owned vehicle.

As a final, global directive, ask your clients at delivery how and how often they wish to receive follow up from you, something that can be done quite painlessly: “Mr. and Mrs. Brown, most of my customers like me to stay in contact with them every six months or so, just to touch base… is that okay with you?”

As always, good luck and GOOD SELLING!