In my travels, I’ve had the opportunity to train thousands of salespeople and BDC agents. When meeting them, especially in groups, I’m known for asking a handful of “get to know you” questions. They veer from professional to personal and it helps me understand more about the person I’m there to improve. One question I ask salespeople, new or seasoned, is “why should I buy from you?” I cannot count on all of the fingers and toes of everyone who will ever read this blog how many have answered “It’s the customer service I provide before and after the sale.”
It’s as if this bland word track was waffle stomped into the shower drain that is their brain on day one of retail automotive.
“How long have you been selling?”, I occasionally follow, to which I have heard everything from 40 years to someone recently who said 2 weeks. You heard that right. A person who has sold cars for just two weeks said the reason to buy from them was “the way I take care of customers before and after the sale”. The audacity. So, I press. I explain with only 2 weeks of service, they really have never experienced overseeing a multiweek heat case, never generated countless referrals from their efforts, or have sold anyone their second vehicle. So, I inquire, “how is it exactly that you provide customer service after the sale?”
It’s at this point most salespeople who sharted out this formulaic response to their value to a customer realizes they’ve been had. Nonetheless, that 2-week fresh green-pea gulped, took a deep breath, and, after a pregnant pause, meekly uttered … “I called ‘em”.
Well at least that is… something. I chalk that up to the bare minimum of what any salesperson is expected to do. (I hate minimum expectations). And YET I still will tell you that something as simple as a post-sale phone call does NOT happen near as often as you think. That’s why it’s magical. Do you believe in magic? Do you think post-sale phone calls miraculously happen every time? Is it a mythical event that naturally occurs without expectation, training, or guidance?
So, you say “a post-sale phone call is required because it is on the CSI survey sent to customers so I’m sure they call.” Sure, that may be enough to prompt them, yes. They may indeed call the customer they just sold. But what if they’re scared to call them? What if there is something on the We-Owe that they don’t have an update on? What if they feel the customer may be upset for some other reason (took too long in finance, didn’t do a proper delivery, found a scratch after the fact they hope the customer doesn’t notice? Do they ALWAYS call then? Now, what if they don’t have a CSI survey breathing down their neck because it is a used vehicle they sold? Do they still call them every time, no matter what? What if they couldn’t find a second key for that newly acquired vehicle? What if it was rushed through inspection, or detail, because it had just arrived and they’re worried they’ll not be happy with the condition since they didn’t get out of the box until the sun went down? Do you believe your salespeople (who, let’s face it, all know they SHOULD call) always do?
I will tell you, sadly, they don’t.
On a recent virtual training call with a dealer group we work with, one of the salespeople asked why they need to call customers every time they’re scheduled to. She didn’t like my first answer… “Because it’s your job.” She sheepishly nodded in agreement. But as much as I want to deliver an “I’m the parent and you do what I say” level of reasoning, I was not her father, nor do I feel that tactic always works. There are many reasons to call, especially why it is necessary to make a post-sale phone call, whether they bought new or used, uncomfortable circumstances be damned.
Joe’s reasons as why to make a post-sale phone call (which is still a minimum expectation not getting met consistently).
- It’s your job.
Sorry, it is. This is answer #1. Do your job. Make the call. - CSI Survey
If it is a new vehicle, every single automaker will send a survey to your “happy customer” asking about their experience and if anyone called them post-sale. Quite possibly at your dealership, these post-sale calls are made by a BDC or Customer Service rep, which is good, but still shameful that the salesperson who actually sold them the vehicle may not be making the call. What if that is who the customer thinks the OEM is referring to when they’re asking? So, make the call. That way, you can remind them of the sheer significance of the survey, it’s peccadillos of “all 10’s” or “excellent across the board”, and steer them as how best to fill it out to your benefit. - Reviews
It feels good when people say nice things about you. Look at every positive review you receive with your name in it as a feather in your cap and a page in the evidence manual of your future book of business. Moreover, it helps the dealership. You get more reviews when you ask for them. So, make the call. - Heat Cases
It is never your intention to sell a vehicle in hopes of having an angry customer after the sale. (If it is, please get out of the industry. You ruin it for all of us.) No less, it is bound to happen, even if you try to avoid it at all costs. Some people will get mad and point the finger at you (or someone else at the store). It is far better to get ahead of this, find out about their problems, why they’re upset, answer their uncomfortable questions, and see what you can do to assuage their concerns. It is better you find out now than being dragged into the mud in a negative review later so make the call. - Referrals
This shouldn’t be #5 on the list, but it’s where I’m placing it because even when salespeople make their post-sale phone call, most don’t know how to ask for referrals. They feel it is pushy, shameful, salesy, or risky. Yet, most people who purchased from you do shockingly like the service you provided so asking for referrals can only help you find more potentially loyal customers to add to your personal list of happy clients. - We-Owes
What is the customer still expecting from you? Sometimes that post-sale phone call both reminds you of that, as well as sets expectations for the customer as to when you’ll deliver it. They likely haven’t forgotten what is owed to them, but you may have. (Life in car sales moves fast, after all.) Using that call to keep them abreast of the timeline for what they are owed may very well keep them at bay before they get impatient. Cover this when you make the call. - Retention
Yes, staying at the forefront of a (satisfied) customer’s mind is a great way to be memorable. Follow-up after their purchase, right away, and ongoing, is what it takes to make yourself synonymous with car buying. Selling anyone one vehicle is easy. Selling them all of their vehicles takes skill. It starts with making the call.
By all means, those reading this must be thinking “Joe, we know to make a call after a customer buys from us. Everyone on my team does.” To which I say, “Excellent. I’m glad they know to do it. Now… do they do it? Every time? Do you have a process to hold them accountable? Who is watching? What are the repercussions if they don’t? In the end, recognize the multitude of magical opportunities that making a post-sale phone call brings. Don’t make the call because you’re told to. Make it because it’s the right thing to do, for you, for the dealership, and for your new customer.
