We get a lot of questions from dealerships who are starting to experience declining effectiveness with their direct marketing for invitation sales, behind the wall sales, or private sale events. When you dig into it a bit you soon find the answer. These events rely on their "specialness" or exclusivity. We see many dealerships market to the same list of customers 5 or 6 times a year.
Sales Tips for the Automotive Industry
We occasionally run training programs to bring receptionists into the sales process. We usually have a class that has 80-90% of attendees with no idea of how sales works or how the receptionist role can positively impact sales results.
It's no wonder. New receptionists get technical training on how the phone system works but not so much on how their role fits with the sales department. Then management, administration, accounting, and the service department stack more and more little clerical jobs on the receptionist - well because they're just sitting there anyway.
No matter how much customer buying behavior changes we still at some point have conversations with most people who buy from us. Many will seem resistant or distant when we first engage them. You might call these initial responses a stall. Something like "we're just looking" or "not much time - not buying today". They give a stall that makes it seem that they want to stop before we even get started.As a sales professional, it is helpful to think about the layers of communication beyond the "words" of what they say.
As a performance development company we have very specific methods and philosophies crafted and evolved from over 30 years in the automotive training and consulting business. These methodologies are designed to achieve the optimum levels in volume, profitability, and customer experience.
You can give yourself a raise any day by increasing your effort or building your sales skills. Work harder and/or get better at what you do. It’s just math. If you plan to be in the business the next 3-5-12+ years, you can also give yourself a raise in pay by causing your client base to shorten their trade cycle.
Ever notice how the sales manager job can seem like a day full of lurching from one crisis to another with our hair on fire? Some describe the job as hopping in the washing machine and running the spin cycle all day long. It's no wonder we can feel burnt out. The pressures come from all angles; upper management, sales forecasting and reporting, constant interruptions by salespeople, advertising reps, vendors, used car reconditioning, appraisals, upset customers, dealer trades, the list goes on...
What makes a good sales presentation? Many salespeople still have the idea that if they are able to dump everything they know about the product onto the customer, they have made a good presentation. If we have good product knowledge, are able to keep control of the conversation, and give them every possible bit of information we'll get the sale... right? Wrong.
The ability to explain the concept of cost of ownership is a skill that every successful sales consultant needs. It has been often said that people buy with emotion but pay with logic. Helping a client make a positive buying decision means that we sometimes need to walk them through a logical cost of ownership discussion to:
I found myself pondering this question this month as I waited for a gas fireplace repair part to arrive. The technician that diagnosed the problem ordered the required part and advised it would take 2 weeks to arrive. Two weeks passed and then 3 weeks with no follow-up call to advise of a delay or new eta for the part.
Is one of your best customers sitting in your service department lounge right now? Many vehicle salespeople will answer: "uh I dunno - why?"
The fact is that many sales consultants don't make use of the CRM tools they have at their disposal to nurture their previous customers, increase loyalty, increase retention, shorten trade cycles, and increase sales today.