How do you improve your follow-up and service performance?

1 Set a follow-up schedule

The first step to improving your follow-up and service performance is to set a follow-up schedule that works for you and your customers. You should contact your customers at least four times during the first year after the sale: after delivery, after 30 days, after six months, and before the first anniversary. You can use phone calls, emails, texts, or cards to communicate with them, depending on their preferences and the purpose of the follow-up. For example, you can use phone calls to check on their satisfaction, emails to send them useful information, texts to remind them of service appointments, and cards to thank them for their business or wish them happy holidays.

2 Personalize your follow-up messages

The second step to improving your follow-up and service performance is to personalize your follow-up messages and make them relevant and valuable to your customers. You should avoid generic or scripted messages that sound like spam or sales pitches. Instead, you should use your customers' names, refer to their specific vehicles and needs, and offer them helpful tips, advice, or incentives. For example, you can send them a video showing how to use a feature of their vehicle, a link to a blog post about car maintenance, or a coupon for a free car wash or oil change.

3 Ask for feedback and referrals

The third step to improving your follow-up and service performance is to ask for feedback and referrals from your customers. You should always thank your customers for their business and ask them how they feel about their purchase and their experience with you. You can use surveys, reviews, or testimonials to collect their feedback and measure their satisfaction. You should also ask them if they know anyone who might be interested in buying a vehicle from you and if they would be willing to refer them to you. You can offer them incentives or rewards for their referrals, such as gift cards, discounts, or free services.

4 Stay in touch and add value

The fourth step to improving your follow-up and service performance is to stay in touch with your customers and add value to their relationship with you. You should not disappear after the sale or only contact them when you want to sell them something else. You should keep them updated on the latest news, trends, and offers in the automotive industry and your dealership. You should also provide them with value-added services, such as free inspections, car care clinics, or loyalty programs. You should also invite them to events, such as open houses, test drives, or customer appreciation days.

5 Be responsive and proactive

The fifth step to improving your follow-up and service performance is to be responsive and proactive when dealing with your customers' questions, concerns, or issues. You should always answer their calls, emails, or texts promptly and professionally. You should also anticipate their needs and offer them solutions before they ask for them. For example, you can notify them of recalls, warranty expirations, or trade-in opportunities. You should also follow up with them after they have received service or resolved a problem and make sure they are happy and satisfied.

6 Build trust and rapport

The sixth and final step to improving your follow-up and service performance is to build trust and rapport with your customers and make them feel valued and appreciated. You should always be honest, respectful, and friendly with them. You should also show them that you care about them as individuals, not just as sales numbers. You can do this by remembering their names, birthdays, hobbies, or interests. You can also send them personalized notes, gifts, or greetings on special occasions. You should also express your gratitude and appreciation for their business and loyalty.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?