Proof that Following up with customers is a waste of time…

Chris Pyle
That's right, I finally said it. Doing follow up can be a terrible waste of time. If you’ve been in the business for any length of time, at some point you probably felt or heard someone say that following up with people doesn’t really work that well and some would even go as far as to say “they don’t believe in be-backs” . We now have proof that following up 2, 3 ,or even 4 times with a new prospect is in fact, a total waste of time. That is unless you continue to follow up 5, 6, 7, up to 12 TIMES, only then does following up become truly effective. Thanks to years of research and tracking, they've finally proven that it’s somewhere between the 5th and12th attempt that we actually start to impact a customer's final decision. For years, I thought getting back to someone a few times looked “ok” on paper, but the reality shows something very different. Call it critical mass, or the "tipping point" for follow up, anything less than 5 positive interactions doesn’t add enough value to register with customers. The same study goes on to show that Internet leads are no different (big surprise, they’re still people…) than phone ups or walk-ins when it comes to follow up and that it takes just as many interactions to make an impact. Oh, and just to be clear, “L/M or L/V” in your CRM doesn’t count as an interaction. The Main Point: In short, the best personalized response imaginable (phone, email, or video ) is still just good enough to get your foot in the door and perhaps grab their attention. You still need to keep it and there's a minimum of 4 more quality interactions/conversations left before you personally start to add value in that persons mind. We all know that adding value is extremely critical in today’s hyper competitive digital marketplace... So here’s the million dollar question! What are some of your favorite things to send prospects that really set you apart, scream value and help forge connections? Remember, there needs to be at least 5 attempts before you can hope to punch through the white noise and for this discussion, lets say simply confirming availability and price doesn’t count as one of them either. The following is my personal favorite list of things to send new e-leads over the 1st few days of making contact. I also use some of them for unsold walks ins/phone-ups. 1.Video/email introduction sales consultant 2. Video/email walk around actual vehicle of interest 3. Video/email introduction sales manager 4. Awards and accolades for the specific model 5. Clear why buy message 6. Virtual tour of the dealership and service department 7. Competitive advantages, comparisons 8. Video/email Customer testimonials 9. Pre-owned or less expensive alternative vehicle options 10. Positive Third party review video of specific model So that's my top 10 list, what works best for you? What are you doing to get your leads to respond/engage ? Looking forward to seeing some new ideas and as always, I appreciate the help!
Tony Wood
I'll admit it, you got me. I was coming in here prepared to call you out, hahaha. I whole-heartedly agree! A lot of Sales Professionals get discouraged because they felt like they had good interaction and the customer might buy somewhere else, or do something else that makes them think, "What the heck?". Do you have a link to the research information you're referencing, or is it more or less just something you've tracked personally? I'd love to have a source to cite. Anyway, good post and I couldn't agree more!
Chris Pyle
@Tony, Glad I could get your blood boiling this morning! ; ) Here's the link: (meant to include this before...sorry about that)'ll copy and paste my favorite part here: "1.48% of sales people never follow up with a prospect 2.25% of sales people make a second contact and stop 3.12% of sales people only make three contacts and stop 4.only 10% of sales people make more than three contacts 5.2% of sales are made on the first contact 6.3% of sales are made on the second contact 7.5% of sales are made on the third contact 8.10% of sales are made on the fourth contact 9.80% of sales are made on the fifth to twelfth contact According to the National Sales Executive Association, 80% of sales are made from the 5th to the 12th contact (an average of eight contacts). The problem is that according to the statistics, only 52% of sales people follow up at least twice. What's worse is that less than 25% of sales people will make a second contact. Worse still is that 12% of the sales population will make three contacts before they stop. The scary statistic for most sales managers is that less than 10% of all sales people will make more than 3 calls." I understand this is a very generic sales statistic, but I would dare say the auto industry as a whole isn't any better...
Tony Wood
Thanks for the link Chris! I'd like your post if there was an option to do so!
Chris Pyle
My pleasure and thank you!
Randy Smith
Depends on who you are following up with... Owners or Non-Owners. Have not read the link but are we talking ONLY auto sales ?

Suggested Discussions

forum  Start a Discussion

Featured Masters

No members found

Outsourced BDC Services Products

100%  Recommended Recom'd 523 Ratings
Company: ELEAD1ONE
100%  Recommended Recom'd 6 Ratings
100%  Recommended Recom'd 1 Ratings
Company: Strolid, Inc
0%  Recommended Recom'd 0 Ratings

 Rate a Vendor Give feedback in three quick steps

Select a Vendor & Product
Can’t find what you're looking for?
Add a Vendor  or  Add a Product