Here’s the video for the “Auto Manufacturer Follow-Ups” video:
Just as you can expect dealer follow-ups with the purchase of a new car, you can expect some auto manufacturer follow-ups to come next.
These are simpler though and you generally shouldn’t expect any phone calls from the auto manufacturer, but you will get some emails. Just as you’re now a customer in the dealer’s database, you’re now one with the manufacturer as well.
The big follow-up though is the survey. I’ve touched on it a bit in other sections when we discussed what motivates your Sales Associate so just want to expand on it a bit here. You can expect it to come in an email format typically within a week or so of buying your car.
These surveys are such a critical factor to franchise dealers that they will go way above and beyond for a perfect score. They remember who gave perfect scores, just like they remember who gave bad scores. I can’t tell you how many meetings I’ve been in where we discussed our customer satisfaction rating with the auto manufacturer.
They’re so important that one time we were so concerned about a buyer giving us a one star rating that we discussed actually not selling him a car! That’s how big of a deal they were to us.
How the survey works is simple…if it’s not a perfect score then it’s a failure. Obviously be honest with your responses, but just know for a fact that if you give 4 out of 5 stars, or 9 out of 10, depending on how the survey’s laid out, that you are harming the dealership and the sales rep. A one-star rating can take dozens of perfect sales to make up and could keep an associate from collecting bonuses for months in a worst case scenario.
All I’m asking is that if it’s your intention to scorch the dealer and sales rep on a survey, at least let them know you’re that upset for real, and give them a chance to make it right. Please don’t use this knowledge to stick it to a dealer either or hold them hostage to a negative survey, that’s not why I’m teaching these lessons.
This is about giving you the confidence to create win-win situations and a fair deal for each side. If you’re thinking of doing anything other than a perfect survey, just be aware of the true repercussions that it will have on people’s livelihoods.
Finally, unless you change your email and/or mailing address you can expect semi-consistent marketing follow-ups as well for a variety of reasons or promotions. If you think about it, most people will only ever buy somewhere from 7 to maybe 16 cars in their whole lifetime, so auto manufacturers don’t really get that many chances at your buying dollars.
Brand loyalty is critical to them and they’ll continue to use every possible medium so that you always think of them when it’s time to buy your next car.