You may remember that, a couple of weeks ago, I wrote complaining about the sloppy service of a car manufacturer of whom I had inquired about buying a new a car.
Incidentally my inquiry was as a result of a huge advertising campaign by the manufacturer in all the metro newspapers around Australia which would’ve cost them a motza.
As I reported, a couple of weeks had gone past and I haven’t heard from them. Just before writing that article I heard from someone in the head office of the manufacturer who told me, with no apologies for the delay, that they would be letting my nearest dealer know of my interest in test driving a model.
So let me continue the story.
Winston Marsh's Business Marketing
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A further two weeks went past and then, almost out of the blue, I had a phone call from the sales rep of the nearest dealer.
He apologised for not getting back to me claiming that “my expression of interest must have gotten lost in the system”.
So, in summary it took 4 weeks from me expressing interest in a purchase for something to happen.
That’s just far too long.There’s an old and well proven adage… strike while the iron is hot!
There is no better advice than that when you are dealing with a prospect who is interested in buying.
Allowing 4 weeks to go past from my original enquiry is just criminal. I could’ve easily bought a new car from someone else.
Obviously, it must mean the manufacturer of the vehicle and its dealers are doing well, real well! Or, quite simply, they’re stupid.
Remember, my golden rule of following up a prospect… strike when the iron is hot and stay with them until they buy or die!
You’d go elsewhere on principle alone! Proves you need more than just a big marketing campaign.
Yeah Stu… nothing happens until someone sells somebody. Most bushiness could double their turnover juts by following up enquiries… but they don’t.