Ask most salespeople: "what makes a good delivery for the customer?" and most will churn out the types of things that are on your delivery or collection checklist:
Are you still treating walk-in traffic as "shoppers"? You know, nice people looking to get some information at your dealership and a bunch of others.
They'll spend some time then go home and think it over trying to decide which car, salesperson, and dealership they like the best.
You'll do a good job so you have a 20-25% chance of getting their business.
Right? Wrong. Give your watch a tap - its stuck in 1999.
Who turned off the tap? We are hearing from many markets about a dramatic reduction in walk-in traffic.
In some cases this is just a continuation of the pattern of highly researched shoppers who are shortening the list of brands or dealerships they will visit to 1-2.
Other dealerships are in markets heavily impacted by economic shifts in the resource sector.
Whatever the cause, salespeople suffer when traffic declines unless they have an effective and proactive strategy to create opportunities.
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 6 times a year.
In the face of a mountain of research on the modern automotive shopper, no one is going to deny that shopping patterns have changed:
One of the most frustrating things for people like us working in automotive training and dealer staff development is the resistance to change we encounter.
When you study the most successful sales organizations they share common characteristics. What do they do?
They have a structured sales process that is coached and reinforced consistently. They understand that there is a process involved in helping a customer from “Hello” to “Thank you for your business” - that few sales will happen
by chance or clever marketing, but most rely on a helping them work through the decisions they need to make in order to feel comfortable saying “yes”.
Last month we talked about 3 ways a sales consultants could influence the average trade cycle of their client base and give themselves a pay raise.
If you missed that one you can read it in our blog archive here: http://www.automotivaters.com/blog/shortening-trade-cycles-pt-2
Last month we talked about how sales consultants could influence the average trade cycle of their client base and give themselves a pay raise.
Let's dig into how 3 steps can put the concept into practice...
How about now?
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. We have all heard the disappointing statistics about the age of the typical vehicle on the road.
“The average length of ownership in Canada is somewhere in the nine-year range” -Dennis DesRosiers (Canadian Auto World - April 2014)