A "twenty something" couple came into the dealership on Tuesday. Great kids...I follwed the steps of the sale and landed her on the perfect car. We negociated and came to an agreement. My finance manager was off that day, so the desk manager ran the credit and decided that my customer needed a cosigner and sent them packing! I thought about it all night long. On Wednesday, I went to the desk manager and asked him if I could have a look at the deal jacket. He said, "Did you get the cosigner?" I said, "no but I want some contact info."
I took the deal to the finance manager and asked him to take a look at the deal. Meanwhile, I tried to call the customer...No answer. Called the boyfriend...No answer. SO I start thinging about my own 23 and 25 year old. They never return my calls. But if I text them, they almost always respond. So I text the customer...she responds right away. She tells me they are on the way to Eugene to look at more cars. I begin to build value in the car they already chose. I explain I'm working with the finance manager to get her financed. We text for an hour or so before the finance manager returns and says he got her bought!
I text WHEN DO YOU WANT TO COME IN AND GET YOUR NEW CAR?
She responds...KIDDING, right?
I text NO I'M SERIOUS.
She begins to ask about finance rates and payment. I have by then built enough trust..in person and by text...to ask her to just trust me and come back in. We text for another hour...WHILE THEY ARE AT ANOTHER DEALERSHIP! In the end they came back and bought the car. I was so happy because I learned something very valuable. I learned that without getting inside the head of my customer and communicating in a way that THEY could relate to...I'd have lost that deal. I learned to never give up and to persue the sale without hounding them...ohhhh what a delicate dance it is.
SALE BY TEXT....hmmmm. Interesting.