Sales people tend to think that they are at the mercy of day to day traffic and the luck of the draw in the line up. However, many of us forget one simple rule that can be the key to success as a sales person in the dealership. Follow up! The fact is you can earn significantly more money if you focus on this key element of your sales process. Let’s look at some reasons why. The average closing ratio for a first time customer is between 8% and 16%. Your be back closing ratio can be as high as 50%. In most stores you have to have 4 or 5 contacts with a customer before they can effect a decision. That is, you need to speak to them 4 to 5 times before they either buy an RV or tell you no thanks.
What constitutes follow up? The contact can be a card, letter or even an email but the most effective follow up is going to be a phone call. However it can't be just any phone call. Just a phone call asking the customer, “have you bought an RV yet” is not enough. Your follow up needs a few key elements to be effective. One, continue building report based on some of the information that you received from the customer in earlier interactions. Two, your call needs to include a value proposition. Your customer needs a compelling reason to do business why and now, whether it's a sale you're having, new finance terms, incentives, or just something special that sets your dealer apart from the rest of the crowd.
So maximize your time, get on the phone and work those customers that close 50% of the time.
