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Practice Management > Building Your Business

Actions speak louder than words

By Kelley Robertson

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My wife and I are in the beginning stages of buying another car. Being the planner that she is, my wife invested some time looking online at the inventories and pricing of the car we were thinking of buying.

We visited one dealership, looked at a few cars and spoke to a salesman there. Boy, did this guy stand out! Not only did he ask us a few questions to determine our needs, but he was relaxed and comfortable and engaged us in conversation. He knew we were familiar with the car (we already own the same model), so he didn’t waste time talking about its features.

Although he knew he wasn’t going to make a sale that day, he nevertheless treated us well. But it was his actions after we left the dealership that truly caught our attention.

Thirty minutes after speaking with the salesman, my wife received this email:

Dear Louise & Kelley,

I just wanted to say thank you for your time earlier today. It was a pleasure to have met the both of you, and I truly appreciated the opportunity.

A vehicle purchase is a very important decision and I hope to earn your confidence and gain your business when the time comes.

Plus, I wanted to assure you that as soon as a vehicle matching your requirements arrives, you will be contacted directly.

Thanks again, and I hope to meet up again soon.

At the bottom of the email, he included a picture of the car we had seen at the dealership.

Did this take a lot of effort? Of course not. But it did take initiative. I can honestly say that I have never encountered another salesperson willing to make this kind of effort.

If he follows through and contacts us when a vehicle matching our requirements arrives, my wife and I will be more than pleased to give him our business, even though this dealership is a one-hour drive from our house. We will drive past another dealership located 15 minutes away because of the personalized attention paid to us by this salesperson.

His actions showed his dedication to us and were worth more than any words he could have said.

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