Have you ever purchased something from a company like eBay or Amazon? After you make your purchase they begin sending you an email every week? That is nurturing. They know if they send emails to you with products you like, you’ll buy from them again.

You have to offer value first. Everyone is trying to convert their prospects into customers. Sometimes it works but most of the times it doesn’t work. Why not? You haven’t built enough value in the product, your dealership or yourself. They showed up not knowing you. Not liking you. Not trusting you.

That’s why I create these videos, my newsletters, my follow-up emails and my blog. It’s also why we create newsletters for our dealer clients. It’s a service that we offer so they are always top of mind with their prospective customers.

Something else to think about is acquiring new customers is not easy but if you take care of the ones that didn’t buy from you along with the ones that did buy from you you’ll find that they’re much easier to sell something to during the second visit.

You can’t expect people to automatically convert into a sold customer. We know that the average powersports buyer begins researching their next purchase at least 30 days before they make the purchase. So in order to follow up with everyone, you need their name, number, email address and a physical address at times.

If I were a salesperson (I am) and I had a prospect that wouldn’t buy from me right now I would begin with adding them to my CRM. If they said it’s ok to text them, send them a thank you text. Add them to my email newsletter list. Send them a personalized email with a video of the unit they’re considering. Depending on how our conversation ended, I would call them within an hour just to say thanks and to ask them if they thought of any other questions they might have. 

If you follow these tips you’ll be better off and convert more of your prospects into buyers and instead of having 80% disappearing and never showing up again to having 50% of them converting into customers.