A Hint From a Great Salesperson

Several years ago I came across a paperback book by a car salesman. I don't recall the name of the book or author, but I remember thinking that the book almost made me want to be a car salesperson. However the limitations of needing to work nights and weekends would not work for me as a mother with kids at home, and I never pursued that career.

I remember one important thing that this salesman always did - and it resulted in a lot of repeat business as well as new business for him. When potential customers came to look at cars, he would ask a lot about their lives, such as how many kids they had, what kind of car would suit their lifestyle best, what kind of job they had, etc. He showed a real interest in them as people, and that led to making sales.

But he didn't leave it at that. When he sold a car, he'd fill out a card with the name and address and phone number of his customer. He'd get the names of the family members and birthdays and anniversaries. He'd note any personal info that he had obtained. He sent a thank-you note soon after the sale and would include something in the note that let the customer know that he remembered something about him. He then sent them and their family members cards for birthdays, anniversaries and holidays. Other times he'd drop them a note and let them know when there would be a sale that might interest them. He'd ask them to send their friends in.

What he did was to build personal relationships with his customers. He knew when one of their kids was old enough to get a car or when they might be due to trade in a car for a newer model. So he'd send them a note or give them a call. By showing continued interest in them, they felt that he was "their" car salesperson. They would automatically think of him when they or anyone they knew needed a car.

Yes, it was a lot of work to keep up with his customers like that, but it paid off! He sold a lot of cars to former customers, their family members, and their friends.

This is something for us to think about. How can we show our customers that we look at them as real people and value them? Perhaps collecting their email addresses and sending them occasional messages that are not purely advertisements would help. But there is certainly even more value in sending your customer a birthday card or hand written note! Once you get a customer, you want to keep her for life!