Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Here's the story...
I had sent a follow-up note to a new friend of mine who started as a Salesperson about 2 months ago.
Right out of the box he'd sold 7 cars in his first 15 days. At that time, he sent a text to show how the selling methodology was "KILLING IT!" (in a good way!) ...and that he was on his way.
Fast forward 7 weeks later, he writes this...
I don't get it, Tom...I sold 16 cars in December (number 2 salesman and I'd never sold cars before) in my first FULL MONTH! At the beginning of January (I'd sold 3 more cars in first 8 days which was good), the Sales Managers start making me feel like a piece of sh*t for selling a different way than they do (My average commission was $615, too, so my gross was already great!).
Since they are all know-it-alls, they keep telling me all the "high pressure (low integrity)" things I should be saying to my customers, especially our General Manager. Just yesterday, a lady left after he (the GM) popped his head in the deal to make a joke that she thought was a bit inappropriate ...and she left to "think about it".
He says I have the potential to be a superstar, but there's no way in hell I'm gonna follow his style and pressure tactics. He's the traditional type of salesman, started about 30 years ago, and he can talk super smooth and fast...it's actually pretty funny...for him.
I finished January with only 9 cars sold after a good start and my commissions dropped to $360. They don't want me to sell the way you and I talked about, but that nearly tripled my results (and I spoke to 55 people I January vs 62 in December...pretty close).
Closing rate went from 26% to 16%.
I won't be a liar. And I won't be a kiss-*ss. What should I do?
The industry runs rampant with "veterans" who grew up in the business manipulating clients, bullying and overpowering the "new" employees, being inappropriate around female employees, and degrading clients just outside of earshot.
I ask, Why do people distrust car salespeople? ...Because we gave them
millions of examples of why they were RIGHT to distrust us.
Liars? Yes (with "firm" justification)
Cons? Yes (hence the world of smooth talkers)
**FULL DISCLOSURE** - I'm not wearing a HALO on my head! Early on (20+ years ago), I remember using plenty of hard-liner tactics to get people to say "Yes" to car deals. After a few bouts with my own conscience, though, I knew I couldn't stand to go against what I knew to be "right".
But NOW there are MILLIONS of examples on how we do it RIGHT!
RIGHT on behalf of each client!
RIGHT on behalf of the business!
RIGHT on behalf of the Staff members!
RIGHT on behalf of the community!
A "selling method", as was used by my friend in December, doesn't light the torch to success and achievement. I know that to be a fact. It's what's in the character, heart, and mind of the Salesperson that TRULY triggers the spark that lights fire of Integrity in our profession.
However, just using a "Nice Guy" routine and handing out an endless supply of information will not work as a "sales method" in building a triumphant career full of friends, referrals, riches, and gratitude.
And I know, there are a VERY FEW selling methodologies that guide your ability to Professionally Manage a Transactional Conversation ...and do so in a way that builds a TRUCKLOAD of TRUST, guides the client into making the RIGHT decision for their OWN LIVES, yet allows for very good profits, exceptional penetration levels (closing ratios), and a river of referrals!
The old "Road to the Sale" and its "look-a-likes" have now aged past their usefulness for building a future in our profession.
Good Lord! This is quite a long-winded RANT I'm on!
But you know? It's not Cool or Right when Managers, Trainers, and GURU's who "Blow a Lot of wind up your skirt" on how the crap that worked for them YEARS AGO will still work for all of us today.
It's either ignorant or gutless.
And it won't work when our profession is in a frenzied need for growth.
The consumers attachment to technology and split-second communications won't allow for "Backwards-looking" sales methods.
Look: The Managers mentioned in that email are good people who have fallen into miserable patterns of behavior. But, YES, they have MANY clues around them proving their methods are wrong for our profession.
These Managers just have little understanding, willingness, and/or acceptance of
what they must do to work this profession with brilliance and honor.
My good friend ...find a home that allows you to USE what you know to be RIGHT!