Inside Secrets:: The Follow-Up Process Top-Performing Dealerships Rely On

April, 2023                                                                                                    

If you’re looking to boost your closing ratio instantly and noticeably, there’s one process you need to know about: the U-Turn Call. As of this writing, very few dealerships are using this process, but the ones that do are among the top performers in the industry. Many of these dealerships are also experiencing exponential growth, and it’s no coincidence that they have implemented this strategy.

The U-Turn Call isn’t just another follow-up technique—it’s a highly effective survey call that can recover deals that seemed lost. With this simple yet powerful process, you can close deals with customers who looked at numbers but walked out without making a purchase.

In this article, I’ll break down exactly how the U-Turn Call works and why it’s crucial to implement it in your dealership today. Trust me—once you see the results, you’ll wonder why you didn’t start making U-Turn Calls sooner.

What Is a U-Turn Call?

The U-Turn Call is a follow-up strategy designed to target customers who have already left the dealership without making a purchase, but who are still within a timeframe that allows them to make a U-turn and come back. The purpose of the call is simple: it’s not a sales call—it’s a survey call. It allows you to gather key information about the customer’s experience, and more importantly, uncover any objections or reasons why they didn’t make a purchase during their visit.

Key Characteristics of a U-Turn Call:

    •    Timing: The U-Turn Call must be made quickly—within 10-20 minutes of the customer leaving the dealership. This ensures that the customer is still nearby and hasn’t committed to visiting another dealership.

    •    Uninvolved Caller: The call should be made by someone who was not involved in the original deal. This could be a team member who didn’t meet the customer or a third party. The trick is that the customer feels comfortable giving honest feedback because they aren’t speaking to the salesperson or manager they interacted with at the dealership.

    •    Focus on Feedback: The U-Turn Call is positioned as a survey rather than a sales call. The primary goal is to understand the customer’s experience and find out why they left without buying.

Why Timing Is Everything

The U-Turn Call is effective because it targets customers before they have had time to make new plans or commit to visiting another dealership. Unlike traditional follow-up calls, which might be made days later, the U-Turn Call is made within minutes of the customer walking out of the dealership. This is critical because it allows you to re-engage the customer while the deal is still fresh in their mind and before they’ve mentally moved on.

Your CRM system, however, won’t allow you to make these calls fast enough to be effective. That’s why you need an active desk log that updates in real time, like the Daily Desk from Central Desking, which can track when customers leave and ensure the U-Turn Call happens immediately. This level of speed and precision is what sets top-performing dealerships apart from the rest.

How to Execute the U-Turn Call

The U-Turn Call script is straightforward but powerful. Here’s the script that I’ve found works best:

    1.) Introduction:
“Hello, this is Philip Cheatham from [Dealership Name]. I saw that you visited our dealership today, and I just wanted to check in and make sure my team was kind and courteous. How was your visit?”

    2.) Let the Customer Talk:
At this point, simply listen. Some customers will share a lot, while others may keep their feedback brief. Either way, let them express their thoughts fully before you proceed.

    3.) Ask the Key Question:
“Were you able to get into a car/on a bike today?”
You ask this question knowing that they did not, as the only customers receiving U-Turn Calls are those who looked at numbers but didn’t make a purchase.

    4.) Let the Customer Talk Again:
Once again, let the customer speak freely. This is where you’ll uncover their real reason for not buying. Listen carefully, as this is the moment when you’ll gain the insights you need to close the deal.

What You’ll Discover

The beauty of the U-Turn Call is that it allows you to gather information that the customer might not have shared in the showroom. There are three possible outcomes:

    1.) You Knew Exactly Where You Stood:
The customer confirms what you already knew—the same reason they gave your sales team for not buying. This happens about 50-85% of the time, depending on how hard your team pushed to close the deal.

    2.) You Get Additional Information:
The customer reveals new information that they didn’t mention in the showroom. This happens about 10-45% of the time and often provides critical details that can help you adjust your approach and make the sale.

    3.) You Had No Idea Where You Stood:
The customer gives a completely different reason for not buying. This happens with 10-15% of customers, often those with passive personalities who avoid confrontation. These customers might have made up a reason to leave the dealership without fully explaining their hesitation. The U-Turn Call gives them a chance to be honest and provides you with a second chance to close the deal.

How to Use the U-Turn Call Effectively

To make the most of the U-Turn Call, it’s crucial that you act quickly and decisively. As soon as the call reveals new information, the Sales Manager should immediately follow up with the customer. This follow-up should sound something like:

“I apologize for any confusion or inconvenience. Please come back, and I’ll make sure you receive VIP treatment. We’ll have the car you wanted ready for you immediately.”

For passive customers who just want to avoid confrontation, this reassurance can be enough to bring them back to the dealership. The key is to emphasize that their next experience will be hassle-free and tailored to their preferences.

Why CRM Systems Alone Aren’t Enough

Most CRMs are too slow to support the U-Turn Call process effectively. They often have long update times (sometimes over 3 minutes), which delays critical follow-up actions. To implement the U-Turn Call successfully, you need an active desk log that provides real-time updates.

This is where the Daily Desk from Central Desking comes in. It allows you to track when customers leave the dealership and ensures that the U-Turn Call is made within the optimal time frame. The Daily Desk also integrates notes from the Sales Manager and U-Turn caller, so you can discuss these cases in your Make-A-Deal Meetings and refine your approach.

The Impact of U-Turn Calls

The U-Turn Call process will immediately increase your closing ratio of your sit-downs. It’s a simple yet highly effective method that gives you a second chance to close deals you might otherwise lose. When you implement this process consistently, you’ll notice:

    •    More customers returning to the dealership
    •    Increased confidence in your team’s ability to recover deals
    •    More sales from previously passive or hesitant customers

Top-performing dealerships use this process because it works. And now you have the tools to implement it in your own dealership.

Take Action Now

To start using the U-Turn Call process and watch your closing ratios soar, visit www.centraldesking.com and get started with the Daily Desk. With tutorials to guide you through the setup and execution, you’ll be able to seamlessly integrate this powerful tool into your dealership’s follow-up strategy.

Now you know the secret. The question is: Will you take action?

Philip Cheatham

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Philip Cheatham

Philip Cheatham – With over 20 years of experience in the automotive industry, Philip Cheatham has become a leading force in dealership success and profitability. His career began with 12 years in Finance & Insurance (F&I) within dealerships, followed by 5 years in upper management roles from Sales Manager to General Manager.

For the past 5 years, Philip has dedicated himself to training F&I professionals and sales desks across dozens of dealerships, implementing proven sales processes that increase monthly income by six figures per 100 units on average. His hands-on approach includes working directly with customers—from deal structuring at the desk to closing on the floor and in F&I—and collaborating closely with General Managers and management teams to ensure effective, sustainable process implementation.

Philip is the author of Dealership Process Secrets and Slow Them Down: The F&I Master Notes and is the visionary behind Central Desking’s cutting-edge follow-up software and desk log system. As the creator of Finance Servant, the most comprehensive online F&I training program, Philip continues to elevate industry standards with his intense, practical training methods.

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