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Jared Hamilton
From: Jared Hamilton
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Grant Gooley

Grant Gooley Marketing Director

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Service Customers = New Car Sales

As it gets colder and the snow starts to build up here in Toronto, the showroom becomes ghost town. As a sales professional I have no problem with that because ive realised early on in my sales career that i'm not going to wait for floor traffic to come to me. 80% of cars are sold by 20% of sales people for a reason.

I have decided to take action and make calls while times are slow. I've found a process that is working for me and I would like to share it with you.

Here at Boyer Chevrolet Cadillac Buick GMC our service department is VERY busy. People every day come in with vehicles that are in the 200km range. To a sales professional you should be salivating over a customer like this! The trick here is to get your service manager to pass on these customers and use your CRM tool to follow up with them. I take the "courtesy call" approach and ask them how things went in service and make sure they were taken care of. Then add "by the way, i've noticed your car has 200km's on it, when do you think you might be buying a new car?" In one week i've loaded my prospect list with leads that are buying within the next 3-6 months. Just make sure you are not taking customers away from sales reps that have already sold these customers. Once you have the service customer in your prospect list make sure you follow up with a mail out, email newsletter or something that will attract them and show the customer you care.

Happy Holidays :)

Bart Wilson
Grant, could you explain this turn from the service manager in a little bit more detail? Do they turn every service customer to you? Are you hanging out in service and introducing yourself that way?
Arnold Tijerina
Working the service drive and introducing yourself to all the customers as they arrive is a great way to build prospects!
Paul Potratz
Grant, Be sure to also search for these individuals on Facebook since you have their email? Build the relationship early so 3-6 months down the road you will be on top of the shopping list.
Grant Gooley
The service manager is actually giving me the work orders of cars with high millage. He sorts them and I follow up with the courtesy call. Paul, great idea!
Grant Gooley
The service manager is actually giving me the work orders of cars with high millage. He sorts them and I follow up with the courtesy call. Paul, great idea!

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