|80% of Sales.... (continued)
|Well here is what got my attention, after being in the automotive industry since
1964 I always wondered why people didn’t respond to other people after they provided
a genuine service and customers receiving this genuine service didn’t respond in kind,
but rather had zero loyalty to the person giving the service in the first place.
Copyright© 2008-2009 Automotive Dealers Network. All rights reserved.
|Bill has held positions such as Marketing Consultant, VP of
Marketing Development and National Director of Business
Relations. He specializes in customer communication at every
opportunity to improve customer satisfaction, customer
retention and profitability in the service and sales departments.
Here are some startling results that are true and point to why we have the difficulty in our
|SUPERIOR DEALER SOLUTIONSsm
A huge majority of business people don’t follow-up with their most recent customer. In fact over 48% of
sales people never follow-up with any recent customers what-so-ever. If a business owner is lucky that same
customer may get a second attempt, and that percentage is less than 25% will ever attempt to contact a
customer a second time. From here it really goes down-hill; it’s less than 12% for a third follow-up attempt.
If we follow the documented results a pattern for future action takes place; 2% of sales are made on the first
visit. 3% percent of sales are made on the second visit. 5% of sales are made on the third visit. 10% of the
sales are made on the fourth contact. And if we carry this all the way out, 80% of sales are made on the fifth
to twelfth contact.
For those managers who say follow-up until they . . . “Buy or Die” . . . they had it correct.
Why don’t people purchase on the first visit?
Simply put it is called indifference.
Surveys tell us that customers over 68% of the time do not purchase on the first trip into the business
because they felt indifference from the people who were involved with the sales experience.
The question now becomes how do you remove the feeling of indifference? “VAK” is one clue if used properly
can turn a sour experience into a real satisfying result. “VAK” stands for three of the most important processes
when dealing with customers.
Visual = A visual type person is a customer who will see colors, how things look and the appearance of things.
They must be impressed with looks or the appearance.
Auditory = A auditory type person is a customer who likes the sound of things. The sound of doors closing;
how the stereo system sounds; or how quiet the motor is when it is running.
Kinesthetic = A kinesthetic type person likes the feel of things. How the seats feel; how smooth the finish feels;
how strong your handshake is and so on.
V.A.K., and “Fact-Finding” can be two dynamic tools you can count on during the “Sales Process”. A “Sit Down”
Fact-Finding process using V.A.K. will enable you to determine your customer’s motives and feelings.
The Fact-Finding process will enable you to manage your control during product selection. Controlling the sale
is not an overnight process. You will have to practice the procedures diligently. After many hours of practice,
you will find that control will become part of your subconscious and thus will become second nature. We call this
By making the commitment to develop control, you are making a commitment to increasing
your production there by enjoying higher income and a greater satisfaction of doing a good
job. That is the kind of commitment we all enjoy making, right?
The objectives that we will set out to achieve are simple, and require that you implement
these strategies in order to best control your customer and yourself, while at the same time
giving your customer a pleasant and satisfying purchasing experience.
We are in the people business. Meaning that we really are selling ourselves and not the product as
much as what it will do for the customer but rather how it will benefit them. Understanding the VAK
approach can give you the confidence that the customer will feel that you are helping them make a
selection for them, not you.