There are a few ways you can make more sales today. We will review the best way, the costliest way, and the hard way.
I can tell you this, after doing so many in-house training sessions last year it always seems to come down tot he same excuses at almost ever dealership. There ins’t enough traffic, weather is horrible, the Up bus is broke down on the local highway., customers aren’t loyal anymore, too many salespeople, can’t find enough good inventory, and life is horrible and so are my sales or my dealerships. Nice.
Okay if you want to move your sales needle, make your salespeople work all hours of the day they are supposed to. Wouldn’t you sell more cars just because of that? I often wonder why we can’t get people to work. In any other profession, people that don’t work get fired, but in the car business we seem to develop safe houses for under achievers. Call me and let me know why.
Actually, I already know why. We don’t have clear expectations, goals, or accountability systems in place. Recently, I was doing an in-house and the managers said we can’t get our people to work.. Why not? They might quit – see you later, adios amigo, letr gator, in a while crocodile!
Why can’t we get them to work? Why can’t we get them to follow our systems? Why won’t they follow the basics to the sale with all the customers?
The competition in automotive sales has gotten fierce. Everybody wasnts to borrow or rent your customers. When saes are down isn’t that when most dealerships go into panic mode and we call the ad guy to come in and bail us out??
Now ad guys are nice people. They work long and hard house and can help you with your business, but when sales are down the ad guy comes in and as he has most dealerships and hooks you on a morphone-like, which is called advertising. Advertising is similar to a band-aid. It protects you for a while, but eventually it falls off. If you spent the same money on training, developing processes, and advertising, business would get better and there would be long-term success, instead of a 24 hour high.
My question is this: If you advertise to bring them in , shouldn’t you train your people on what to do when they arrive? I know what you head: Of, if we train them they will leave anyway. Not necessarily., the whole idea is to build a sales team of champions. If you don’t have systems in place today sell to the unbankable customer, then you will have a bunch of chumps. Withth the explosion of subprime and unbankable selling, selling processes are in more demand today than ever.
If you want to sell more cars right now, then put a subprime selling system in place. These systems are available from a number of experts, agencies, and consultants. I’ve prepared one of the bst-selling processes in the auto industry. This system is easy to use, easy to follow, and easy to understand. It helps the sales team write up more deals, get larger down payments, overcome objections, and achieve your goals.
You can go two ways here: Call the ad guy or place a selling system in your dealership that is rigid in principle, but flexible in its approach. The hardest part here is getting dealerships to buy into systems. I was just at another dealreship and they had 10 systems in place. They had a different system for each salesperson! Why would you do this, I asked? Of course I heard the same excuses, blah blah blah, yadda yadda yadda. Why not try one proven selling system and one way to sell cars, one way to make money? Find out what that is for your store and then create your culture around it.
Unbankable Selling System
- An Impressive First Impression
- A Positive Greeting
- Building Genuine Rapport
- A Specific Investigation
- A Smooth Transition
- An Interactive Flip Chart Presentation
- Application Process
- The Pre-Approval Budget Analysis
- Selecting the Right Vehicle
- Taking the Service Walk
- The Dynamic Demonstration
- The Final Approval
- The Final Close
- Asking for Referrals
- Follow Up – Beginning of Next Sale
I can tell you this, if you followed these steps in proper sequence you would sell more cars right now. My questions is, how can you get lost on a track that leads you to more sales and profits? To sustain the drive to more profits though, you also need to do these “As Seen On TV” Strategies:
- Have Processes Written Out
- Make Them Part of Your Standard Operating Procedures
- Train Your Staff to Get the Most Out of Each Selling Step
- Develop Rewards, Rules, and Consequences
- Don’t Let Up When the Whiners Complain About the New Updated System
Quick story here, in any other business there seem to be systems to maximize profits and efficicency – McDonald’s, Wal-Mart, Nordstrom’s, Police Departments, Fire Departments, the U.S. Armed Forces. In the car business however, the answer seems to be no.
Why wouldn’t we just copy other successful businesses to maximize our business? If you did would you sell more than you are selling right now? Yes. Then why don’t you do it? I know it takes commitment, but before that you have to decide to do it, and then commit to it.
Here’s a great analogy. My kids made Christmas cookies until July. They follow a proven recipe. If they follow it then the cookies are good. If they don’t, the cookies taste terrible and it’s a huge waste of time and resources. to end up with good cookies (increased sales), you have to follow the recipe I’ve provided above – every time. Then again, you can call the local ad guy and spend $15K a month and see a small return. The general rule with good training and consulting is for every dollar you spend your net returns is about $25-$30 – the choice is yours!