Car Sales Leads
You Won't Be Found
If Your Name's Not Around
In days gone by, finding car sales leads was all about calls to recent walk-in prospects, orphan customers, and service customers. Some of that still exists. A few brave souls would even pick up the phone and call people who had their car listed for sale in the classifieds. Today the car sales professionals still do this as well as monitor the "Vehicles For Sale" sites on the internet. Working these will result in sales. But they do require work.What holds true is that if a car salesperson is not known to the buyer, it is much more difficult to secure an appointment to discuss buying a vehicle. It makes no difference if you are selling million dollar widgets, high end pots-and-pans, recreational vehicles, automobiles, insurance, financial services, or whatever. All things being equal, people prefer to do business with automotive sales people, recreational vehicle salespeople, RV stores,and car stores they know, like, trust. And, if a buyer has had no previous interaction with you, she will look to do business with someone a trusted associate, friend, or colleague recommends. Automobile salespeople and RV sales professionals understand that "Closing the Sale" is not the end of the relationship, it is the beginning. When the prospect signs the bill-of-sale, leaves a deposit, or whatever it is that signifies the deal is solid, high income car salespeople and RV salespeople start coaching their new customer on how to become a sales prospecting agent for them. Imagine a consistent source of car sales leads or RV sales leads from a delighted customer. Some automobile sales consultants feel asking for referrals is something you do after the vehicle is delivered. Not so for the most successful car sales professionals. After is too late! The excitement wanes. Appreciation for the great sales service fades. Top drawer RV salespeople plant the referral seed in sync with the close. One author put it this way, "Consider the sale as the launch of a relationship that will deliver repeat business and valuable word-of-mouth."
The purpose of farming that relationship is to cultivate car sales leads or RV sales leads. Sales prospecting is all about referrals. The same holds true for networking. Whether it be a cross section of business people who meet specifically to exchange leads, the Saturday night bowling team, or a BBQ with friends, everyone is a potential car sales lead generator for you. And let's clear this up right away. It is not unethical to let your friends, neighbors, church group, girl guide troop, grandmother, or anyone know what it is you do and what a good prospect would look like. Your role, as a car sales associate or RV sales consultant, is to help people who have a need find a suitable solution. What better way to be a friend than to help one of your friends. Bill Cates in his book
Get More Referrals Now
writes, "To achieve sustained success in sales, you must become a master prospector. A well-executed marketing plan will bring clients to your door (or phone). But that's not always enough. Sometimes the clients that come to you aren't always the clients you want. Sometimes the volume isn't enough to build the level of sales you desire. You must always be proactive toward making referrals happen."
A phrase I often use is "Don't keep me a secret." Unfortunately, for many car salespeople that is exactly what happens. They fail to plant the referral seed and their new customer refers a prospect to the car store but forgets to mention the salesperson's name. That prospective customer buys from someone else. Real commission dollars out-of-your pocket. Ouch!
Why is it important to have an effective process of requesting car sales leads? Barry Faber explains it in his book The 12 Cliches of Selling, "People who are satisfied with your product and service can be the best kind of advertising you'll ever encounter. But unless you ask them to, they won't necessarily think of spreading the word about you around." That, unfortunately, is the headline and message. For car sales prospecting You Won't Be Found If Your Name Is Not Around.
Remember: Nothing happens until someone sells something.
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