'Good News' equals Great experience
In my recent past career in Education and Training, I tried hard to introduce a concept of "Dare to be Different"!! A big part of this was to spend more time up front with the customer so that the sale almost became the result of a job/process well done. I am a great believer in "selling the way the customer wants to buy" rather than the way we like to sell.
I still believe it is an education process and NOT a sales process i.e. until we can show (educate) the customer value driven alternatives, there is absolutely no reason for the customer to want to talk to us. It then becomes a waiting game. Why not be PRO-ACTIVE and make things happen!
I was then extremely fortunate to "see" Andy in action. He had the Land Rover guys send out 170 "good news" letters to existing owners via speed post. 48 hours later and the phones were going crazy - probably more activity that we have experienced in the past weeks or even months.
The key to the way in which these calls are handled is great. It starts with the switchboard, which in itself is an important opening part to the process. The sales guys are instructed to follow a simple process i.e. one knows exactly where you are in the process so that, in the event of the customer deviating, it is very easy to get back on track. The object of the exercise is to confirm loyalty, generate sincere interest and, ultimately, get the appointment. Under NO circumstances is there an attempt to sell "over the phone". There are NO gimmicks or "pressure tactics".c
I hasten to add that the sales guys are normally very reluctant to try anything different i.e. it really is "business as usual". Andy had these guys into the process quickly and, of course, the cherry on the top was that we were all witnessing the results. We even had customers walking on to the floor with their letters in their hands - "tell me more!!" Amazing.
Great stuff Andy, lots of initial valid input from yourself regarding training and introduction to the process and then 48 hours later, reality - knowledge became action and the sales folk confidence went skywards!! Who said one cannot teach an old dog new tricks??
Keep in touch and hope we meet again!!
__________________________________________________________
DAVE MARSHBANK
Group Development Manager
EASTERN CAPE MOTOR GROUP
Phone 04...
Cell 08...
fax 041 487 1048
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