You just finished a successful holiday sale closing deals and scheduling measures with what hopefully becomes more paying customers. The question that I have for you is, what are you going to do with the people that weren’t ready to buy during the holiday sale?
There are a few directions you could go. The easiest and the most common direction dealers take is to put the customers information you worked so hard to get, in the back somewhere hoping the would be customer comes back on their own whenever their ready to buy. This was a pretty successful approach pre-internet where if you were in business for 25+ years the customer really would just come back because among other reasons like great customer service, there really wasn’t another option in the community for the customer to go to. Not the case today where access to information is available in the palm of every single customer. They have options now and they’re taking advantage of those options with the easiest example to show you being the rise of Home Centers.
– The old saying “if it isn’t broke, don’t fix it” doesn’t apply.
So how do you compete in today’s competitive business climate? First, stop saying “we’re so busy we don’t have time to follow up with anybody”. Most of the “busy” is busywork created by a commitment to keep doing business the same way you have been for the last twenty years. The old saying “if it isn’t broke, don’t fix it” doesn’t apply. To put it another way, it’s activity not productivity. This mentality is costing you precious time and money. This leads me to my second point. Start utilizing sales technology to create a more efficient and customer friendly process. Technology exists to help you be better at what you do best. Just because a customer isn’t ready to buy today doesn’t mean they don’t want to be followed up with great customer service that is undoubtedly a calling card of your store and was afforded to the customer that bought today. The would be customer is already interested. Customers don’t just walk in your store to do some window shopping so why let them choose a competitor because you were to “busy” and didn’t follow up with them?
As always, if you’re interested in learning how the best dealers are putting their foot forward and tackling the opportunity to help update their sales professionals tool belt to capture the 21st century customer schedule a few minutes here. Feel free to check out our blog here for other helpful articles. Happy selling!