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Permalink Reply by David Simpson on October 20, 2011 at 1:53am

Steve,

I always believed that if I did a great job, I'd earned the right to ask for a referral.  My letter was short and had 3 ingredients: 

1. A recounting of something they told me, no matter how insignificant.  "I know you loved having that sunroof, I bet you are enjoying this great weather." or, "You'll be glad to know that I found your (make and model of trade) a good home."  "I am sure that your weekend trips to Jake's out-of-town baseball tournaments are more enjoyable in your new...."

2.  A personal re-invitation to our service department.  "Call me when it's time for your first/next service visit.  I want to schedule it for you personally, and perhaps we could do lunch while your ______ is here."

3.  A request for help.  "You know that I am trying to build my business, and I would really appreciate your help.  Whoever you know that needs a new car the most (not If you know anyone who needs a new car...), I'd love to talk to them to see if there was something here on our lot that might make sense for them."

Handwritten on a nice card is a must.

Good selling!

David Simpson

 

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Permalink Reply by Chris Justice on November 10, 2011 at 7:29pm

Customers won't care what you give them, if the dealer might miss treat their friends. However if they like you and trust you to take care of their referral, when you sell them they will want the $100.

 

I usually won't send a referral letter to a customer. (I do however have a monthly stay-in-touch campaign however) I work for referrals while the customer is at their peak of excitement. What has worked better for me is to get a reference sheet early in the deal and work from that. These will be their closet friends and family anyway. The names on this list will get a greeting card from me with a picture of the customer next to their new car. Then a call informing and verifying it's o.k. to use them as a reference. They always say yes. Then as an afterthought I say oh yeah by the way when will you be purchasing your next car.

 

Number two, sending the customer a thank you gift to their job is also a good idea. All their co-workers will see it. Then follow up with a call after they receive it. Make it a surprise. Then ask who in their off may be the next one to purchase a car and would it be o.k. to drop off a fee cards. Most customer will feel obligated to give you a good lead.

 

Lastly I have found that an introduction from your customer to the referral increases my closing ratio tremendously.

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