Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Trace Ordiway

Trace Ordiway Internet Sales Best Practices Consultant

Exclusive Blog Posts

10 Things in Sales that will Never Change

10 Things in Sales that will Never Change

Here is my take on 10 things that will never change in Sales.  When you have a clear understanding of how these 10 things work, you'll undoubtedly…

Are You Selling Service Contracts in the Lane?

Are You Selling Service Contracts in the Lane?

Several dealers reported record months in the service drive. With a record number of RO’s hitting the lanes each day, it is a gold mine for selling s…

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

CONFESSIONS OF A MYSTERY SHOPPER - PT 2

 

Last week, while at a dealer client, and while reviewing the mystery shop I had just done for them, I flashed on a story told to me last year by one of my teammates.  First know that this was a pretty typical mystery shop – the shopper received 2 emails and 1 phone call before the store stopped contact attempts.  Now the story:

Bob was 13 years old, in middle school for the first time, and faced with having to ask a girl to an upcoming school dance.  Like a lot of 13 year old boys he had no experience in this area and had no idea what was expected of him.  So, summoning up his courage, he walked up to the girl he wanted and asked if she would go to the dance with him. 

She said no. 

Dumbfounded by this unexpected setback, he retreated, concluding that he would either have to find another girl to ask, or forgo the dance altogether.

The next day her best friend pulled him aside and said “Bob, you putz, you don’t give up after the first ‘No.’ You’re supposed to ask again.  And again if necessary. She wants to know that you really want her to go with you.  She wants to be courted.”

The best friend was right!  And to my surprise, I've discovered that’s also exactly how an e-shopper feels. 

The dealership that sends my shopper a killer 1st response email and/or phone message earns the shopper’s undying respect – until the next day, when I hear nothing from them.  Then it’s, like, out-of-sight, out-of-mind.  A few days later, when clearing out the bottom of my Inbox, I come upon that dealer’s responses and think, “Huh – oh yeah, I remember that shop.  Whatever happened to those guys?” 

Remember the prospect you accidentally forgot about?  (We’ve all done it, right)?  The one you apologetically called or wrote days later in a panic hoping to save the relationship, and the one who responded with those cruelest of words, “I guess you guys aren’t very interested in selling a car.”  Yep, that’s how it feels out here on this side. Ouch.

Another true story: on two and only two occasions this year, I have had to call a dealership’s sales manager and ask them to please remove my shopper’s info from the CRM.  The salesperson had been calling & writing and calling & writing so much that, not only did I feel courted, I felt guilty knowing that my prospect was really a shopper who can’t buy anything to reward this salesperson for his/her efforts.  Now, that’s follow-up.

Last year at Digital Dealer Conference I attended a session on e-shopper behavior and one of the presenter’s concluding bullet lines was, “They want to be courted.”  Wow!  There’s that word again

So…it turns out that the store that displays tenacity, the one that is willing to ask for the prospect’s business, again and again if necessary, is the one that gets a “Yes” to the dance invitation. 

Ask Bob.

www.ordiway.com/BestPracticesBlog.html

Jared Hamilton
Persistence pays of for sure. Besides the fact that we are reaching buyers earlier in the funnel, people are slammed with emails and often pass them over thinking "ill get to that later". Like many things, they get distracted and "later" becomes "forgotten." Im totally guilty of this. Email and call until you get a response. I totally agree, a buyer wants to feel important and you may them feel important by courting them.

 Unlock all of the community & features  Join Now