30-90-180 Follow-Up Map

Why this matters

The two numbers behind it.

91%of customers would give a referral if asked

11%of consultants follow up in a way that earns it

That gap is your cheapest source of deals. Most customers already believe they chose right. They are waiting for a reason to come back to their car person and your store.

Three rules for every touch

If a call or text fails one of these, don't make it.

Purposeful

Every contact brings one nugget of value: a tip, a heads-up, something real. "Just checking in" is not value.

Personalized

Use what you learned in the needs assessment: the dog's name, the soccer team, the road trip. Notes go in the CRM on delivery day.

Planned

Not daily, not weekly. A fixed schedule per customer so nobody gets annoyed and nobody gets forgotten.

The map

Five touches. Notice none of them ask for business.

24 hours

Goal: thank them

SayThank them for the purchase. Short and human. If your manufacturer survey needs a contact before it goes out, make it now.

30 days

Goal: find their struggles

Say"Hey Mike, just checking in on the new SUV. Any questions come up behind the wheel? Anything frustrating?" You are asking for information, not business.

90 days

Goal: give them something

Say"Hey Sarah, the manufacturer rolled out a software update with some great features. Have you seen it yet?" A software update, a feature you found, a news item. It also opens the door to booking service.

180 days

Goal: stay part of the ownership experience

Say"Thought I'd send a couple of road trip prep tips for your SUV. Hope it's been a fun ride." Even as a voicemail, it says you help and have more to share.

Birthdays and anniversaries

Goal: show you remember

SayA personal hello with no pitch. These are the easiest calls anyone will pick up.

When to ask for the referral

After they thank you for following up. Not before.

Skip this

"Can you send me some people who want to buy a car?"

Selfish, awkward, and puts the work on the customer.

Say this

"If you have any friends, family or coworkers looking for a vehicle, I'd be honored to help them the same way I helped you."

Service-driven. It centers them and offers help instead of asking a favor.

Manager rollout: 15 minutes

Run it in this week's sales meeting.

Minutes 0 to 3. Read the 91% and 11% numbers. Ask the room: how many of last month's buyers have heard from us since delivery?
Minutes 3 to 6. Walk the map. Each consultant picks one customer sold in the last 30 days.
Minutes 6 to 11. Pairs role-play the 30-day call using real notes from that customer. Swap roles. The partner scores it against the three rules.
Minutes 11 to 15. Every consultant makes that call today. Set the date you will check the CRM for logged touches.

Weekly inspection

Inspect the behavior, not the result. Referrals are the lagging number.

Consultant	Buyers due for a touch	Touches made	Notes in CRM	Referral asks

Want this to run itself?

AutoKnerd gives each rep a 5-minute daily practice rep on their weakest customer habit, and managers see it all in one dashboard. I'm opening a few one-store, 90-day pilots.

See how the pilot works and book 20 minutes with me.

See the pilot

Andrew Sardone, host of the AutoKnerd Podcast · andrew@autoknerd.com

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