Remember those old movies about the dark dank rooms that unwanted children were forced to live in.  They were left to fend for themselves, poorly fed, and ignored until they were old enough to go somewhere else on their own.  While some of these movies became musicals, an orpahn's life was not a pretty one.  How about those who have been left by the wayside when their salesperson moves on?  Are they just being ignored until they move on?

Orphan owners may be the most ignored portion of the auto buying public.  That has always baffled me.  These people made the decision to do business with a dealership because of three factors.  The salesperson, the dealership, and the product.  Yet, when the salesperson leaves, they are placed "in the system."  Two outof three of their reasons still exist but they are left to fend for themselves.  Sometimes until they take themselves out and go elsewhere.  How serious is the problem? 

Check your turnover rate.  How often are you replacing your sales staff?  50% a year?  75% a year?  More?  It doesn't matter.  At a rate of just 20% a year, you could lose a whole year's worth of customers every five years that your doors are open.  Imagine doing six years of work and only be paid for five.  Now, if you are losing sales peple at a higher rate than that, the time frame gets shorter.  At 25% you lose a year's business every 4 years.  At 50% nearly every other year is on the house!

Orphans that are adopted can lead profitable lives.  And the sooner they are adopted, the more profiable they'll become.  But the real benefit is that by giving these people to responsible sales people, they become better at servicing all of their customers.  Who loses there?

There shouldn't be much time between becoming an orphan and an adoption when a salesperson moves on.  With today's technology, it should be almost instant.  While the method of distribution is totally optional, the rules for "adoptive parents" should be hard and fast.  These rules should be followed or no further adoptions will be allowed.

Rule #1 - Speak well of the dead.  Each customer should be called and informed that their sales person has moved on to better opportunities and you will be handling all of their automotive needs.

Rule # 2 - Immediately offer to make an appointment with service for any routine maintenance.  Be there to greet them and introduce yourself when they arrive.  If not busy, offer to give them a ride to a destination.

Rule #3 - Get permission to add them to your data base to keep them informed of delaership, factory, adn service events.

Rule #4 - Put them in your contact rotation and begin staying in touch to earn their next purchase.

Rule #5 - Ask for referrals - OFTEN!  Share any bird dog programs that you have and help them earn the money.

Simple stuff.  Makes perfect sense doesn't it.  Why wouldn't any dealer put something like this in effect?  I've never been able to answer that question.  But, even something that makes sense 100% of the time is resisted by 90% of dealers, managers, and sales people if it involves doing something different.  It's doing things differently that create new successes.

Take a chance and take care of the customers that took care of you in the past. 

John Fuhrman is the Senior National Trainer for Carolina Automotive Resource Services, a unit of The Dealer Resource Group.  His ten books have reached 1.5 million readers and he has trained sales professionals around the world.  For more information on the new "eDirector" service and how it can work for you visit us at http://www.thedealerresourcegroup.webs.com.   If you need to hire the right people for your sales department, email us for special incentives until July 31st.  You can also see the previous "Choosing" series and other articles.  (c)2011 by John Fuhrman - Permission to reprint this post in its entirety, including contact information, is hereby granted.