Follow up quickly

Last Sunday it became painfully clear to me again that following up quickly is a must. Not a plus, and not even a question: you must follow up quickly in the automotive industry, otherwise you’re out of the game. Especially if you sell the same product for the same price as a hundred other car companies!

At the Experience Store Doesburg, we sell Lynk & Co’s. Blue and black. All the same; the only difference is the model years, which range between 2021 and 2024. There are minor differences here and there, but everyone has them from those model years.

Prices are comparable

The prices are comparable, only one seller makes better photos, better descriptions, or prices slightly smarter. So not €24,995 but simply €25,000. Yet they all get leads, some sellers just a little more than others.

Last Saturday evening, I was watching TV with my wife, laptop on my lap. Nothing special, I had some things to finish. Two inquiries came in: one for a Ligier, which I had just put online that Saturday for a very sharp price, with some damage I didn’t want to repair due to lack of time, and an inquiry for a Lynk & Co.

Ligier on Marktplaats

The Ligier received a bid via Marktplaats, and after the customer indicated he was a fellow dealer looking for such a car, I made a nice deal (sale minus purchase, seven-day stat). The Lynk lead wanted to trade in a Renault, and that was possible! I asked for photos; I don’t call on Saturday evening…

I requested information about the car, some photos via WhatsApp, and then I checked whether I could do something with the customer’s car. It was a somewhat older Renault Mégane. That doesn’t need to be complicated.

Walcu

Indication

As an indication, we always offer two prices: a minimum and a maximum price. If you offer only one price, you bid quite accurately and cannot really speak of a price indication. Said and done, and then I simply asked for the appointment. So it’s Saturday evening and there are about 1,200 Lynks for sale, where do I gain the advantage? Johan Tuinstra does ‘Test drive at home’; I do ‘Always open by appointment’! And since my wife has the store open on Sunday, I made an appointment for Sunday.

Walcu

The customers arrive on time, from nearby (that’s an advantage) and go for a test drive. I determined the final price of the Renault, and that price is slightly lower than the maximum price. The deal is done within twelve hours of the inquiry submitted via our own website. Two sales, one of which to a trader. A fine Saturday evening, relatively easy transactions, but you have to be willing to be there.

Follow up quickly

I followed up on one of the inquiries within five minutes via WhatsApp. The customer responded, I continued the conversation, kept the dialogue open on Saturday evening, and closed the deal on Sunday.

A cautious conclusion: the customer made three other inquiries in the area on Saturday evening, but no one responded that evening. Delaying a response until Monday meant the opportunity was gone in this case.

This may be an ‘extreme’ example, but in sales it’s winning or losing. This time I win, but with an online and phone lead conversion of 22%, I still lose 78%! There’s a lot of work to be done, but if you want to win, you at least have to be present.