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 << September 2022 >> 

4:00pm - 15/Jun/2010

Sales Meeting:                               Customer Follow Up                                                     


I remember being told by my sales manager to follow up on my sold customers. I was always reluctant and procrastinated for as long as I could.  He always said my future sales and income depended on it, but I was young and unfocused on my long term success.


It took me my first year in the business to realize how the “good” senior sales people made $100,000 plus per year. It wasn’t because they were better than me, it was because they had a great follow up system which of course means lots of repeat business. It’s not rocket science; do the math.


Something to Think About


If you have an average job that pays $35,000 a year, what will your potential income be in 6 years; that is, if you still have the job? $ ______________.


Your calculation should be done with an average yearly raise, i.e.: 2 to 5%. Also determine your employment stability with this average company, i.e. secured, fair, unsecured.


What do you think your employment security is with a dealership when you are selling 200 plus units per year? i.e. secured, fair, unsecured.



Now what is your income potential in a Car Dealership


Example Only - These numbers are all plus/minus, you can always prove me wrong and surpass them.

                        1st year                       $36,000 plus

                        2nd year                      $48,000 plus

                        3rd-4th year                 $65,000 plus

                        5th-6th year                 $80,000 plus



How do these huge yearly increases happen?


Could it be MLM (Multi-level marketing) or maybe a pyramid system? Or is it just good old fashion customer follow up and repeat business?


You may have heard this before but the best position at a new car dealership is the sales person. Why? Because when you have a client base and have been at the same dealership for 3 or more years, you are making as much or more money than the dealership management. Also, guess what you don’t have? The same stress level as management.

Look around your dealership today and look at the top sales people. They always have this great smile and glide in their walk.


Sold Customers

There is an old saying; the easiest customer to sell to is one that you have already sold to.


The sold customer follow-up is the single most important aspect for long term success of a sales representative and the dealership they work for. When times are good, almost all the sales representatives will produce consistently.

The sales reps that do follow-up will have a base of customers that refer people and purchase new vehicles themselves. The advantage is that the customer follow-up sales representative has a number of customers per month that are exclusively theirs (above their allocation of the walk-in traffic everyone else receives). This added base of customers per month makes the difference between good sales representatives and exceptional ones; with the higher incomes to match.  When the economy slows down, sold customer follow-up contact gives the sales person a base of “pre-sold” customers that are theirs. The other sales people have to rely on walk-in potential customers that have no allegiances to anyone. When calling the customer, all that is discussed is whether they are enjoying their vehicle and if they have heard of a family member or co-worker that may be interested in a new or used vehicle.


The call is meant to be short and sincere in manner.  If the customer has just been sold, they should be contacted the next day, then the next month and then every three to six months thereafter.


Have your own System of Tracking Existing Customer’s birth dates, holidays, etc… and
“Do It Religiously.”


Set up an email or mailing list. If you feel you cannot organize your follow-up program, get your husband or wife to organize a system for you at home and make sure it is being done. You could even use your significant other as a tax right-off; nice.


Your Repeat Customers are the Key to Your
Long Term Success.


Not Sold Customers

These Customers are your best and hottest prospects to buy a new vehicle; now.

That’s right, the people you haven’t sold to yet. You have to work these leads daily. The key to any follow-up program is to keep on top of it; it must be a daily exercise. Always call the customer you saw today, the same day, even just to say thanks for visiting ABC Motors.


If the customer is an active prospect, they will be put in the next calling day calendar.


Following up on your “not sold” customers is like prospecting. These potential customers are your best leads. When you call these customers, make sure you have something new to discuss with them.


This call is meant to build more customer rapport and it also shows them you are working hard for them.


Example call:

“Hello Customer, this is Jane calling from ASC Motors. I was wondering if another color on the vehicle would be OK with you?”

“Great !  I’d also like to know when we can get together again to discuss the new car further. Is tonight good for you?”

This call also determines if the customer is still in the market and where they are in the buying cycle.

For some salespeople, repeatedly calling a customer begins to have no value and is ineffective.  The following three outlines can be used to increase your not sold customer sales.

Team Sales Follow Up Programs



PROGRAM 1 - Spouse, Friend or Partner

Make a list of 10 of the most recent customers you have seen at your dealership; obviously not sold customers. Put their name, phone number, date they visited your dealership, vehicle they are interested in and any additional comments.

Give this list to your spouse, friend or partner and get them to make the follow-up calls. They can tell the customer that they are your assistant or customer follow-up person. This call can be made from your home.


Example Call:

“Hello Mr. Customer this is Sue calling from ASC Motors on behalf of Derrick Clarke. I’m calling to see if everything was OK with your visit to the dealership and if Derrick was helpful?”

Get them to get as much information from the customer as possible and then you would make the next call



PROGRAM 2 - Co-Worker

Same as Program 1 but get a co-worker to make the calls for you and you can make calls for them.  Pay each other a sales follow spiff i.e. $20.00, dinner, a round of golf etc. Have fun at work with your not sold follow up customers. 


Example Call:

“Hello Mr. Customer  this is  calling from ASC Motors on behalf of Tim Biliski . I’m calling to see if everything was OK with your visit to the dealership and if Tim was helpful?”

Then you make the next call and set an appointment.



PROGRAM 3 - Sales Manager

Same as program 1 and 2 but ask your manger to make the follow up calls for you.

The benefit to your sales manager will be increased sales for the entire dealership.

Remember its part of your manager’s job to help you sell more vehicles. Your managers want you to get them to help, so ask them.


Example Call:

“Hello Mr. Customer this is Bill calling from ASC Motors on behalf of Andy Holmes. I’m calling to see if everything was OK with your visit to the dealership and if Andy was helpful?

“Great! I would like to know if there is anything I could do to further assist you?”

Get an appointment or even close the sale over the phone.


Your goal to any of the three programs is to get the customer back to the dealership.


If you cannot get them back, try and close the sale over the phone.



Following up On Your Not Sold Customers is  a Gold Mine. Get Good at It.



70% of the People You Talk to will Buy a Vehicle within 3 Days of Visiting Your Dealership.



Meeting Wrap Up

If you want to stay in the car business and see the six figure incomes happen, you will need repeat business. Sales follow-up is the only way it will happen. If you have been in the business for 10 or more years and are not earning around 100k per year, you can always start today. Your Past does not equal your Future.


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