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What makes you stand out from the rest in the automotive business? About every dealership has a CRM that they are using that generates all of the letters for you. Yes, it is nice to have all of those form letters and emails generated for you, but how personable is it?
I was watching CBS news last night and they had a segment on hand written thank you notes. Yes, I said hand written. With the internet age and emails, people are getting away from hand written notes. They did an ‘experiment’ and sent out some thank you notes. The people on the receiving end were very appreciative. There was one gal that worked at a Starbucks and received a simple note of her just remembering John’s name. There was another gentleman that received the note, and made notice that he had written it on someone else’s stationary. He said ‘well, thanks anyway and hope you have a great day.’
How does this relate to car sales? Well, with CRM’s, for the most part, we all have gotten away from a simple hand written note. If you do write a note, make it personable and make yourself stand out from the other 3-5 salespeople that they will be talking to in making their purchasing decision. It will make you stand out as chances are, the others won’t be doing it. Do it right after they leave the dealership on their first information gathering visit. Hopefully they will receive it the next day or two and will appreciate it and you taking the time to hand write a note to them. Yes, they may get a standard email from you that is automatically generated along with the others, but your note will make you a step above all of the others and increase your chance in the sale of their next vehicle. If you don’t get the sale, congratulate them on the purchase of their vehicle and keep on following up on them like you sold them the vehicle. They will definitely remember you in that and may send business your way and may purchase their next vehicle from you.