If you’re tired of your J.O.B. (just over broke) or you’re new in the business and you want to build a career, I am here to tell you, if you build it, they will come.
In order to really succeed in this business as a sales person your goal is not to just sell cars. Your goal isn’t even to just follow-up with your customers. To really succeed in this business, you must create raving fans.
Have you read the book, “Raving Fans: Satisfied Customers Are Not Enough,” by Sheldon Bowles and Ken Blanchard? In Canada in the 1970s when gas stations went to self-service, he went with full-service, right over the top. When you pulled into his gas station, someone started pumping gas, someone looked under your hood, another person served you coffee and handed you a newspaper to read while they vacuumed out your car. He blew away the competition because he created raving fans, customers that told everyone else about his gas station. You see, once they experienced his service, everything else was second-rate.
You can create raving fans and blow away your competition. If you build a followup process like no other, really wow your customers, everyone else will be second-rate.
In eight years of selling cars, I created raving fans. Do you know how I broke all the sales records at the dealership I worked at and became noticed by DaimlerChrysler? I created raving fans. I had specific things I did throughout my whole follow-up process. Customers that would never think of going anywhere else. If they did, the competition would make me look even better. Once they had dealt with me, whether they purchased a vehicle or not, everyone else was second-rate. Most sales people do not do a good job, so when you take things to the next level — over the top — you create raving fans.
My wife always gave me a hard time about it. She would say, “What is it that you do for your customers?" I think she said that when a customer who had bought 15 vehicles in 5 years from me gave me a deer rifle. Or maybe she said it because every year when one of my customers comes back from Lake Michigan, he brings me a bunch of vacuumed-packed salmon fillets. I know she said it one winter when it was 30 below and my customer took delivery of his new car and then drove to my place to help me unthaw my pipes after he had heard that they froze. I can give you story after story about my raving fans.
I created a customer base that not only showed their loyalty by purchasing all their vehicles from me but sent their friends and relatives in to purchase from me as well; and, more important, they respected me as a sales person, considered me a friend and truly cared about me, my family and our well-being.
When you make a new contact, make sure that everything you do is over the top. When you gain a customer, you need to do the same. They are yours to lose.
Don’t sell yourself short. Your customers do not want to shop around for vehicles. Throw yourself out there and lay it on the line. I’m not talking about giving lots of free stuff away. I’m talking about a process, specific things you do all through your sold and unsold process.
If you have been selling cars for a while and you want to create a customer base so strong that no one can take it away from you, if you want to create raving fans but you don’t know where to start, please e-mail me and let’s get you started. I have a system that you can put into place to get you on the right track. Don’t just sell cars and follow-up, create raving fans.