In a recent post, I wrote about the importance of engaging customers in interesting ways — in other words, how to reach out without sounding like a jerk.

You’re in the relationships business, and many salespeople don’t interact with their customers as they should. I’ve presented ideas for initiating conversations with the concept of sending information out — such as when your dealership has news to share (a new product, a new promotion or a new hire).

But what about information in? Consider calling your customers get their opinions on:

• New models
• New paint schemes
• New accessories or riding gear
• Your latest promotion
• You most recent dealership event
• A relevant news item
• A riding destination
• A local restaurant or tavern
• A proposed dealership event

• A new dealership policy or procedure change

Using these as starting points, you now have a reason to reach out. For example, asking their thoughts about a recent dealership event will provide meaningful feedback for your store. If you call a customer, ask that question and receive the response, “Oh, I didn’t make it,” you can politely respond: “May I ask why not?” You might discover ways you can consider tweaking the next event.

Why am I making calls for the marketing people?

You’re not.

Rather, you’re trying to find as many ways as possible to put yourself in front of as many buyers — and prospective buyers — as possible.

Remember: Every day. In every way.

Plus, some of your calls may result in meaningful feedback for the entire operation, and that just makes you a more valuable contributor. Your employment stock will rise. And who doesn’t want that in this market?

These ideas cost nothing, but because there’s no free lunch, they require effort. They require using your CRM. And they require tenacity.

There are two ways to make it in this current environment: Spend a ton on marketing or have your salespeople roll up their sleeves and get to work.

What will it be?

Photo by Jon Tyson on Unsplash.