April Showers

by Chip Thomas

We've all heard the old saying: "April showers bring May flowers." Guess what? April prospecting brings May sales, too. Springtime is here and there's no better time to plant seeds for future business than now.

Lot traffic typically increases this time of year. You should be working hard to ensure that those prospective buyers don't just travel to any lot, but to your lot. How do you accomplish this? You begin by letting everyone you've sold in the past be aware that you are still alive and well at your respective store. Unfortunately, most people that purchase a new or used vehicle cannot remember their salesperson's name one year later. This is because most salespeople do little if any follow-up.

Let's devise a plan to contact our entire customer base over the course of the month. Let's say you have 300 customers and you plan on working 22 days- that's 13 or 14 calls per day. Think you can't do it? Think again! The average salesperson has 3 or 4 hours a day of down time. You can complete those calls in half that time. Obviously, if you have a larger clientele, you'll have to spread the calls over an extended period, but you get the idea. You'll be amazed when one or more sales result from the calls.

In addition to prospecting for business from previous customers, try other approaches as well: run your own ad in the newspaper, take brochures and business cards to places with which you do business (dry cleaners, hair salon, restaurants), or join a local civic club or organization. The list goes on and on. If you sit at the dealership and wait for things to happen, you know from past experience, they probably won't.

Remember, it's Springtime:

  • Clean out Your Desk
  • Clean out Your Files
  • Clean up Your Approach to the Business
  • Just try it - you'll have lots of May flower$.