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.


Larrimore Elected President Of Paty, Rymer, Ulin & Larramore, P.C.

Paty, Rymer & Ulin, P.C., announced the election of Randall D. Larramore to serve as the President of the corporation. The firm also announced that its name has been changed to Paty, Rymer, Ulin & Larramore, P.C.  Mr. Larramore received his Bachelor’s degree from the University of Chattanooga in 1989, and received a Masters in Public Administration ... (click for more)

CPR Cell Phone Repair Holds Grand Opening At Hixson Location

CPR Cell Phone Repair Hixson will hold a Grand Opening Ribbon Cutting on Tuesday, Aug. 5 at 5425 Hwy 153 Suite A-1. The Chattanooga Are Chamber of Commerce will coordinate this event  at 11 a.m. CPR Cell Phone Repair has been specialized in repairing, buying, selling, and trading cell phones, smart phones, computers, laptops, game consoles, cameras, mp3 players, ... (click for more)

City Council Presents Potential Ordinance To Address Noise Level Downtown

Members of the Chattanooga City Council presented a potential ordinance to address concerns about the noise level downtown. If passed, the ordinance will put limits on both dB(A) and dB(C) levels of sound. It was noted, "When we compare our dB level, it is clear that Chattanooga is lower than Nashville and Knoxville." However, this comparison only takes dB(A) levels into consideration. ... (click for more)

Man Shot On Ohls Avenue While Working In His Yard

A Chattanooga man was shot Tuesday evening, while working in his yard. At approximately 8:55 p.m., Chattanooga Police responded to 4217 Ohls Ave. for a shooting. Officers located 34-year-old Daniel Marlowe suffering from a single gunshot wound to his hip.  Mr. Marlowe stated to investigators that while he was working in his yard, three black males approached him and ... (click for more)

Senator Bob Corker: An Open Letter To Tennesseans

We are incredibly fortunate to live in a state in which companies worldwide are clamoring to establish a presence. Many attribute it to our pro-business culture, well-prepared workforce, low tax environment, right-to-work policies, and engaged citizenry.  That is why the announcement by Volkswagen to build its midsize sports utility vehicle and establish the South’s ... (click for more)

Roy Exum: Scottsboro’s Pat Trammell

I got a warm feeling Tuesday when it was announced Pat Trammell will be among those in the inaugural class of the Jackson County (Ala.) Sports Hall of Fame. When the august group is enshrined at Scottsboro’s Goose Pond Civic Center on Nov. 1, most folks won’t even know who Pat Trammell was but I knew all about him in my very first year as a fledgling sports writer back in 1967 and, ... (click for more)