Congrats on Your Promotion… Now Gimme, Gimme, Gimme!
Indulge me for a minute… Imagine that you own a company and were recently in the newspaper for an award that you received… and you get a handwritten letter in the mail from me (a commercial real estate broker that you’ve never met) that says:
Congrats on your award — well deserved! What an honor!
If you’re ever in the market for new office space, give me a call! I’d love to represent you on the transaction.
Would you call me when that time came? Hell no! I would be the last person that you call, and you’d probably tell all of your friends about this as well.
I bring this up because my colleague was recently in the newspaper for a promotion he received, and an out-of-market car salesperson sent him a note that read in short (I’m paraphrasing):
Congrats on your promotion! Next time you’re in the market for a new car, buy it from me!
This blew me away. Who thinks this stuff works? I promise that my colleague won’t be calling you… he told me so.
Gimme, gimme, gimme doesn’t work. Ever.
I went to this particular dealerships website and they list all of their sales associates — the letter sender wasn’t listed, so I’m guessing they are brand new. Their boss probably told them to do this — #1 sales tactic. Works every time, zero percent of the time.
Here’s what does impress me — you took the time to cut out an article from the newspaper, laminate it, laminate your business card, write a handwritten note, look up a mailing address, and send this to my colleague… that takes dedication. Any you probably do it to everyone listed in this particular business section of the newspaper. every. single. week.
But maybe try something different?
Here’s a quick thought for you… car salesperson: Buy personal letterhead (not your from your dealership), and only write the top portion of the note, i.e. the congrats on the promotion part.
Get rid of the crap about buying a car. Indicate at the bottom of your letterhead where I can learn more about you, i.e. linkedin.com/AliceCarGirl or @AliceCarGirl on Twitter or Instagram or medium.com/@AliceCarGirl, etc.
Most people would lookup Alice out of pure curiosity, and would see all of the valuable content that she puts out about the automotive industry, the brands that she sells, pictures of happy customers, video reviews of each model, etc. and see that you’re a salesperson at XYZ Dealership.
And maybe I’d give you a call next time I was in the market for a new car. If your call-back rate with the original letter was 0%, and now it’s 2%, that’s a hell of a lot better than zero. And it’s all because you hustled and provided valuable content, but didn’t try to sell me.
Give, give, give will always be better than gimme, gimme, gimme.
Have suggestions or agree/disagree with what I’ve said? Engage with me on Twitter at @MKZjosh and keep the conversation going.
One more thing…
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OK, two more things…
Alice and Rick are made up names, and not anyone from the dealership in question (at least not that I know of).