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FEATURE STORY By Bob McCann inventory, service specials, and other promotions. When unsold prospects leave your I Follow-up Road Map (Part I): WHEN OPPORTUNITY KNOCKS 'm loyal to my bike guy, Brian. For the past seven years, every time I roll into his shop, he's ready for me and greets me by name with a big smile. He always does a great job on my bike, and occasionally, he throws in a few free tweaks. Brian has a customer for life. This is a perfect example of relationship marketing, which begins with a genuine desire to understand and meet the customer's needs. This personal bond is then fostered over time — fueled by excellent customer service — to generate repeat business. As a dealer, you too can create this ideal scenario, which starts with your first interaction with prospects, no matter which channel they use to communicate with you — walk in, phone or email. When opportunity knocks, you must have an organized, well-executed, follow-up strategy in place, combined with a real desire to serve — not just sell. Setting the stage for a sale When prospects first raise a hand for more information, you must answer immediately. Whether they sent an email inquiry or called your dealership, your goal is to meet their initial needs, make a positive first impression, and secure an in- store visit if need be. First, you should focus on establishing the comfort level that any potential buyer would expect, especially when it comes to a big-ticket item. Though most customers are focused on price, be sure to promote your long-standing reputation, your extensive sales experience, and your service track record. You're not selling a 18 product as much as you're selling a positive buying and ownership experience. What differentiates you from the big-box stores is top-notch service. Unlike them, you will be there for your customers when they have a problem. Be sure to weave that key point into your conversation with potential buyers. With online inquiries, your first response must be designed to set the stage for a phone call — not to press for a sale. Given the opportunity, you must pick up the phone to create a connection with online leads rather than rely on the convenience of emails (see sidebar on page 19). First, a timely phone call demonstrates a strong desire to reach out to prospects proactively. Second, the phone is a direct two-way communication whereas email just doesn't allow you to pick up the context clues, such as tone of voice and shades of meaning, that a person-to-person conversation can relate. Once you've engaged potential buyers via phone, you're much more likely to keep them interested in your dealership. "No" doesn't mean "never" Despite your best efforts, you weren't able to convert a prospect — regardless of the source — into a customer. That's when keeping in touch will help you turn a visitor into a potential future buyer. First, always get the contact information, including email, and make a note of the product of interest, ideally in your lead management tool if you have one. That way, you can keep prospects up-to-date on what may be of interest to them in the future, including new showroom, take a moment to send an email to thank them for their interest and time — preferably by the end of the day. Include a link to the product you discussed and remind them of the reasons why they should consider you as their dealer of choice for future purchases. This email alone will demonstrate the kind of personalized attention that they would never get from a big-box store. These steps are neither difficult nor time-consuming, but the challenge is to make sure that your lead-nurturing strategy is followed to the "T" with every prospect. Consider publishing a process that becomes policy at your dealership. Whatever process you choose to implement should not only produce the desired results, but also fit with your dealership culture. Getting everyone onboard is essential to your success on this front. A good lead management strategy starts with a solid plan and a proven tool designed to facilitate the commitment and compliance of your team. With the right platform in place, you can generate reports and make sure that every lead is accounted for and properly taken care of. You can also adjust your efforts for continuous improvement and convert more leads into sales over time. In part two of this series, we will discuss a follow-up strategy designed to turn first-time buyers into loyal, long-time customers. Bob McCann, a 20- year sales education veteran, is the author of the nationally recognized e-business sales method known as TIPS (Traffic, Interactive Website, Process, Sales). As Director of Education at ARI, McCann has developed proven e-business sales processes to support the company's growing list of dealer and manufacturer clients in the outdoor power equipment, powersports, marine and RV industries. McCann can be reached at (757) 217-3534 or mccann@arinet.com. OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com OPE Illustration ©istockphoto.com/juanljones.