Most dealers are working really hard to attract customers to their dealership. They spend a ton of money on marketing, presenting potential customers with creative ways of making them spend their money at their dealer. If I listen to all the car advertising out there, every single dealer is the best and every single make is the best.

Ok, let's assume you are the best. The customer comes in, you make the deal, you make money, and then… Nothing… Done… How many times did I see a Sales Representative sign a customer and then run like hell the other way to try and grab a new one.

In my humble opinion, signing that customer was the easy part. Why? Because that's what they are trained for: Sell! Now what if I told you that what comes next will be critical for the future of your dealership.

This is a series of events and activities EVERY Sales Representative should perform after a deal is signed. I could go on and on with the list, but this is the bare minimum:

Delivery: Delivering a vehicle without the Sales Representative showing himself is a total lack of respect from the Rep to the customer. He just put in your pocket a nice commission. The least you could do his attend or even perform the delivery yourself, showing the customer your full appreciation of his business. Also take that opportunity to share Facebook pictures, reviews, etc. Not only Facebook, but DealerRater, Google+. Whatever you or your dealership feel more inclined to.

Post Sales Call (CSI Call): Two to three days after the delivery, you should call the customer to see how he is doing with his new ride. Is he still happy? This is your one chance to catch any mishap before the OEM survey. You are setting the pace for things to come. During that CSI call, you should cover the following three points:

1. Make sure he is happy with his ride. If not, do WHATEVER IT TAKES to fix it.
2. Inform about the OEM survey he will receive and how IMPORTANT it is for YOU.
3. Ask for referrals. Why is it so hard to ask for referrals??? Mr. Customer, it was a pleasure dealing with you these last few days. If you have any relatives or friends interested in a new vehicle, it would be an honor to serve them as well. You see, I just said it. Wasn't that bad. With time, you can refine your blurb and ask for names and phone numbers, even throw in a little bone for referrals.

Birthday Calls (Christmas, etc.): Please, CALL your customers on their birthdays. Send them a Christmas card, write them an email (a personal email, not a template). Why? Because they are your bread and butter. And I like it when someone calls me to wish me Happy Birthday. (Mine is April 10 btw). And please, do not try to sell your customer anything on their Birthday. This is just a courtesy call, to show them you really care.

Anniversary Call: The difference between a birthday call and an Anniversary call is that the last one is for the vehicle and not the customer. Mr. Customer, it's been a year since you purchased your… Still happy with your ride? Talk about the car, feed the excitement again. If you notice an issue, do whatever is in your power to fix it and make the customer happy. Ask for referrals. Reiterate the referral program you have for him. Do this every year for the term of his purchase.

I am going to let you in a little secret: What happens at year 3, for a 48 to 72 month financed vehicle? It is most likely going to be in the best equity position. If that is the case, do your homework first, call the customer on his third anniversary: Mr. Customer, it has been three years since you purchase your vehicle. Listen, your vehicle is in an equity position. That means we can give you top dollars for your trade on a new vehicle. Not only that, but I can sit you down a brand new vehicle for similar payments. Would you be interested? Now you are making 2 persons really happy: The customer and yourself.

My point in all of this is: Following up on your customer is an ongoing endeavour. You need to start from the very first time they get in contact with you, until death do you apart. If you stay connected with your customer, by phone or by Facebook, or whatever mean, you are setting up yourself for long term success. There is no better feeling than selling your customers a second, a third, a fourth vehicle. This means you have done your job. You have served your customers in his best interests as well as yours. The minute you get what I am trying to say here, that is when you can really make a nice career in the Automotive industry.