The Juice is Worth the Squeeze
©iStock.com/spxChrome
I recently sold to a customer who hadn’t purchased from us before.
I’m sure this happens daily at your business or shop, and, believe me, it does here, too, but this sale was different.
Way Back in March…
A shop owner hopped on our website and started an Olark chat (read as: one of those pop up chat platforms, but with a non-sucky interface and real people on the other end). He needed a price on a reman unit.
After covering the fun year/make/model basics, I learned he wasn’t in our system yet. Oo score. He asked for more information on the warranty, and I emailed it right over. Our entire interaction wasn’t more than 15 minutes, but I felt good about it leading to a sale.
Later That Day…
He replied with another question. I answered back. He told me he knew where to find me if he made the sale on his end.
5 Days Later…
I had an email from him to price check another vehicle entirely. I replied. Question. Answer. Follow up. New Quote. You get the idea.
And On and On…
He emailed me bright and early (well before I’d had a cup of coffee). He texted pictures of a core to my phone while I was at a trade show. He asked about a transfer case while I was on vacation (which the Dapper Dan handled beautifully).
To say this went on for a while is an understatement.
“But wait,” you ask. “Haven’t you only been talking to this potential customer since March?” Yep – March of 2013.
Now I know what you’re thinking, “It’s been over a year and you couldn’t close this guy? Geez, you must be lousy.”
Trust me, I thought all of those things and worse. What was I doing wrong? Why wouldn’t he buy from me? And where the heck was he getting a better deal?
I dusted off my sales girl hat and tried a different approach. The next time we talked, I asked about his customer. Was it a regular or someone new? Call in or brought their car to the shop immediately? Warranty or price sensitive? High miles? Older car? Only car?
At times, I felt like I was coming off too interested. But he always answered my questions – and I made sure to mimic his chosen communication method and cut the convo short if he seemed busy.
Sounds like a lot of work? You bet. But who said easy sales were fun – or profitable?
Yes, this particular customer went through an atypical sales cycle. But when he was finally ready to give us his business, it wasn’t just one order followed by a bunch of headaches. He quoted 3 units at once, bought another unit, and was quick to make decisions. He even gave us a review and shared constructive feedback about our process.
Now, no one can guarantee how many more transmissions he’ll buy from me. But I do know that hard work in the face of a sales opportunity never hurts – no matter how long or hard you have to squeeze.
As Director of Customer Experience, Jennifer Porter is all over the place. From trade show coordination to sales, there’s no aspect of our customer experience that she’s not on top of. That’s why she’s the perfect person to share how extra effort is worth it in the end. Think it’s worth it? Comment below or share with Jennifer directly.
Related Articles
Need For Speed
The rush to get to 5 o’clock, the relief that Friday brings, the countdown to the next vacation. Getting all the jobs out the door, all the phone calls made, all the to-do’s considered done enough. In our race to get “there” we lose the opportunity to learn, to teach, to experience or bestow joy. […]
April 23, 2024 BY The Siren Of Support
Don’t Worry, Be Happier
Every day people are faced with situations that are completely out of their control, things they can not change, and obstacles that promise defeat. A traffic jam when you’re already late, rain on your wedding day, a parts delivery that’s not showing up on the delivery date, and a customer that refuses to pay. It […]
March 20, 2024 BY The Siren Of Support
The Soft Touch of Service Recovery
The only purchasing activity worse than car buying, is appliance shopping. The competing features are endless, the delivery takes eons, and the satisfaction doesn’t even come close to that of hopping in a new ride and taking off. Our dishwasher broke five months ago. I despised the idea of hunting for a replacement so deeply […]
February 28, 2024 BY The Siren Of Support
Speak Your Mind