The Easiest Way to Lose a Sale

So I’ve been car shopping lately.

And let me tell you, it’s been really disappointing to see how careless car salesmen are.

Here’s why:

• Went to Subaru dealer #1. Test-drove a 2009 Impreza WRX. After I left the dealership, I received no follow-up whatsoever.

• Went to Subaru dealer #2. Test-drove a 2010 Outback. After I left the dealership, I received no follow-up whatsoever, even though we discussed price and spent time looking at inventory.

• Went to Subaru dealer #3. Test-drove a 2009 Impreza WRX again, this time with my wife. After I left the dealership, I received no follow-up whatsoever, even though I said I planned to buy within the week.

You would never guess car dealers were hurting if you went by their shocking lack of follow-up.

I was reminded again that I could probably become a car salesman and quickly — even easily — become the #1 salesman in the region just by doing the simple little things that count.

Contrast this with Lance Wischkowski at the Ralph Schomp Mini dealership. After we test-drove a Mini Cooper S, he followed up by calling us, emailing us, and sending a snail-mail letter.

I was totally impressed.

And I would have bought from Lance, no question, had we been seriously considering a Mini.

If you run a business, how tight are your follow-up procedures? Are you letting hot leads slip through the cracks?

Take some time to review how you do follow-up. You can’t afford to be throwing business away, especially in an economic environment such as this.

And if for some reason you can’t follow-up with all the leads you’re getting, then at least refer those leads out to somebody who’s willing to pay you for them.

There’s no easier way to create a bad first impression — and lose a sale — than by failing to follow-up.

-Ryan M. Healy