ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
How’s your attitude towards shoppers who walk without buying?
The right first response should be, with curiosity: Why didn’t the customer buy? A range of reasons might answer the question – from wrong inventory and price to poor presentation or dislike of the sales associate.
For whatever reason a shopper leaves the showroom without buying, the productive attitude is one that focuses on opportunity. Most every consumer who walks without buying from you today should receive a follow-up contact by the sales associate or preferably a manager.
Prompt re-contact often within hours can bring these shoppers back in. They will come back because the dealership has taken the time to learn their real reason for walking – or they come back for reasons of their own.
Here’s what we know: Regardless of what brings these shoppers back, it becomes imperative they be greeted as if they were very important people, which they are!
Greet these be-backs with indifference or anything less than a hearty welcome and they’ll likely walk out and not ever return.
To morph be-backs into buyers, set in place a plan of action to ramp up the level of enthusiasm and service-mindedness focused on them. This starts by indoctrinating greeters, receptionists, associates and managers on how to deliver a be-back VIP treatment (Hint: Works great on any customer, new or returning!).
Here are a few steps to get one going in this new opportunistic mindset:
A final thought. Many dealers miss sales opportunities because they fail to analyze their customer database to identify potential repeat buyers and then make the effort to invite them back into the store. Typically, previous customers visit more often, for service, parts, special dealership events, and invitations to new vehicle announcements.
According to NADA, repeat customers typically spend about 40 percent more than a new customer. They also give great feedback and usually offer better CSI scores. Finally, they tend to refer more customers and can become a virtual sales force.
Treat existing customers like the VIP they are when they arrive and watch them morph into buyers once again!