How To Turn Shoppers Into Buyers

Friday, May 30, 2014 - by Monica Parker
Monica Parker
Monica Parker

Now that I’m back in the swing of things at the car business after spending the last few months helping small businesses grow with Connect Marketing, it strikes me that if small businesses work to engage and follow up with their customers the same way a great car salesperson does, they would be rich. 

Rich? Okay maybe not rich, but certainly more effective. Here’s a recent example for you. This week, I inquired with a small business about their services. The owner answered the phone and described to me her services and processes, which by the way sounded very convenient to her and very inconvenient to me. Concluding the conversation, she did not invite me to come in or ask my name. For her, I was just asking for information, but for me, she turned a buyer into a shopper. 

In the automotive business, a great salesperson will follow up with you till you’ve passed onto the next life. We perceive that you’re busy and will put off making a big decision like a vehicle purchase as long as possible. We’re in the business of selling cars, so we call, email, send carrier pigeons - all in hope of spurring you along to make a decision. Are we annoying? Yes, probably. Does it work? Yes, mostly. 

So, what to do as a small business owner with limited resources trying to grow your business? Plan for and cherish customer inquiries. Have a phone script or at least a few points to be sure and cover in each conversation. Create and implement a system for follow up -whether it’s your calendar or a customer relationship manager. 

In every conversation to be sure to capture or cover:
• Customer’s name, email and number
• Short verbiage on how to describe your business
• How you are different from your competition
• Why your customer should choose you
• Answers to a few basic questions – remember to ask questions so you know what your customer needs
• Next step – always ask the customer to do something whether it is come in for an appointment, learn more online, a specific time you can follow up by phone or email
• Then, follow up.

Lead the conversation – treat it like an agenda in a meeting that may run three hours if you don’t jump in and stay on task. Remember this is your customer – or she will be your customer if you give her a reason to stop shopping and start buying.

Monica Parker MonicaDParker@gmail.com 451-6372 
Monica Parker is the e-commerce manager for the Mountain View Nissan and Mountain View Chrysler dealerships. Originally from northwest Alabama, she moved to the area and graduated from UTC. After years working in the restaurant industry, she launched and managed the special events department at the Hunter Museum of American Art. Then, she managed e-commerce for BMW of Chattanooga where she focused on marketing/advertising, CRM management, and reputation management. Then, she joined the Connect Marketing team, where she continues to contribute as a guest editor in her new role at two of the Mountain View dealerships.


Local Vapor Store Expands; Creates Premium Chattanooga-Inspired EJuices

After opening on June 12, the locally-owned Chattanooga Vapor Company has continued to thrive at its North Shore locations off of Frazier Avenue and in Soddy Daisy, at the corner of Dayton and Thrasher Pike. No matter where one falls within the company’s three-step process, they ensure each individual’s needs are met. Its focus on helping people quit smoking and using tobaccos is ... (click for more)

HTI Employment Solutions Job Fair Draws Over 500 Applicants And Counting

HTI Employment Solutions is holding its first job fair in Chattanooga on Thursday, from 10 a.m.-7 p.m.   at Embassy Suites Hotel at 2321 Lifestyle Way near Hamilton Place Mall. The company was awarded the bid to staff 300 positions created by Tier 1 Automotive Supplier and will staff ... (click for more)

Bradley County Police Investigating Shooting

The Bradley County Sheriff’s Office is investigating a shooting that occurred in the area of Georgetown Road.  A BCSO officer was waved down at the intersection of 25 th Street and Peerless Road by the driver of a vehicle who told the officer a gunshot victim was inside. The officer followed the car to SkyRidge Medical Center. Several people soon arrived at the ... (click for more)

Police Investigating An Armed Robbery On Friday Night At UTC

UTC Police are investigating with the Chattanooga City Police an armed robbery in Lot 4 near Boling Apartments on Friday night. The suspects are described as two black men.  One was six feet tall, wearing a navy jacket, with medium skin tone and short hair.  The other suspect was reported to be 5’ 7”, wearing blue jeans and a long white T-shirt. The second suspect ... (click for more)

Don't Allow Us To Be Overrun By People Who Do Not Belong Here - And Response (6)

Thank you, Senator Corker, for your clear, concise evaluation of the president's attempt to bypass Congress and personally and independently establish national policy that violates our current immigration laws.   Our long-standing failure to enforce our laws to control illegal immigration across our southern border has made this country less safe and ... (click for more)

Roy Exum: Our Tubman Goat-Roping

Every spring there comes a bright day on the ranch when the straw-boss decrees a goat-roping should take place. What really happens is the veteran cowboys arm the greenhorns with some lariats late in the afternoon and take them to the pen that holds some Billy goats. This is before they get into bigger beasts -- horses and cattle – yet what appears to be easy most certainly is not. ... (click for more)