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.



Chattanooga Chamber Calendar Of Events Nov. 20-24

TUESDAY, NOVEMBER 21 Red Bank Council Meeting 12:00-1:00 p.m. Red Bank Community Center: Tom Weathers Drive, behind Erlanger North Speaker: Senator Bo Watson Meetings cost $10. .............................. .............................. .............................. .... (click for more)

Tennessee Supreme Court Clarifies Law On Proof Of Medical Expenses In Personal Injury Cases

In a case closely watched by Tennessee lawyers, the Tennessee Supreme Court has declined to change the law on what evidence can be used to prove medical expenses in cases involving personal injury.  The Court held that Tennessee law continues to allow plaintiffs to use full, undiscounted medical bills to prove their medical expenses instead of the discounted amounts paid by ... (click for more)

School Board Says It Would Not Sell School Buildings To Signal Mountain

The County School Board on Thursday night passed a resolution saying it would not sell three schools at Signal Mountain if it chooses to break away and form its own school district. Attorney Scott Bennett said the schools would still be needed and be operated for students on Waldens Ridge outside of the town of Signal Mountain. The schools are Signal Mountain Middle/High, Nolan ... (click for more)

Lookout Mountain, Ga. Residents Debate Chicken Issue; Town Calling In Highway Patrol On Speeders

Debate about whether to allow residents of Lookout Mountain, Ga., to keep chickens, took place at a public meeting Thursday afternoon prior to the November city council meeting. Most of the residents who spoke in favor of allowing the animals already keep them despite the town’s ordinance from 1988 prohibiting the practice unless the property is at least five acres.   ... (click for more)

Signal Mountain Should Be Problem Solvers Around The City

Re: Roy Exum’s “Stay, Signal Mountain, Stay”  Well this article is something to think about. I think the split could go either way, and Signal Mountain schools would still flourish, as they have done for the past several years. What I'm worried about is why Signal Mountain has not yet had the guts to go be problem solvers at Howard, or Tyner, or Central. Why do ... (click for more)

Roy Exum: How Would I Vote?

I don’t know what to think or who to believe in the debacle surrounding Alabama’s Roy Moore and his quest for a Senate seat. I have no earthly idea what he did or how he acted 40 years ago. Heck, I can’t remember what I did or how I acted 40 years ago but I do recall I kissed some minors back then. To be real honest, they were the only ones that would let me, this because I was ... (click for more)