Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
First, I must thank you for reading. I must admit I haven't written anything since school but when I recently wrote a piece for my company's newsletter, now I feel inspired so here it goes.
I have visited many many dealerships in the past year and have noticed the lack of something: The Evidence Manual (EM). We all know what that is / was. So I started to ask the consultants on the floor of these dealers and asked the question. Do you have an EM? Some of the "veterans" said yes. Where is it? It's in my drawer. I ask why? Cause I haven't added anything to it but my copy of the pink sheet and commission slip so I just keep it as my personal record keeper. I asked, did you used to show it to your customers? They generally replied, 'yes'. Did it help you sell cars? I thought so. Why did you stop? "I Don't Know" was the most common answer.
The "younger" gen-y have never heard of such an thing. I'd explain what it is (was) and "some" would reply, "that's cool or that's so old". This really bothered me so I decided to have conversations with the GM's or Dealers when possible to communicate my observation and offer a solution, something I used to do and modified for today. Let me tell you, not all were open to even listening; also very sad since most of them probably had an EM at one time.??
This is what I suggested, it may be in place at many dealers throughout the country, or may NOT be, it may not be my idea, I don't think but may be it is but who cares.
Lets create an "electronic EM using nothing but pictures"!! ( 1000 words right ? )
Supplies needed for each consultant: access to a point and shoot camera, memory card, and an electronic picture frame.
Each consultant "takes a picture" with their customers at delivery and plugs in "his / her card in the camera and then re-loads into their frame allowing a slide show to their customers. add awards, accolades etc.. so their customer sitting at the desk and see the "Evidence of his / her passion".
This can also be used to fill the time gap waiting for the Business Office (we all know how that kills surveys).
Dealers; this is a simple solution, think about it. Also you may want to create a Dealership Picture Wall or Screen as well. I will guarantee customers new and current will flock to it. It always did for me.
One more thing: Must keep up with it like everything else, without maintenance it will eventually break.
Great Selling to all and special thanks to Rob Hagen and David Johnson of "Social Dealership Magazine" for a new found inspiration to express things into words.
To this day, I hold the strongest evidence manual in the dealer. Why? Because selling cars is our goal. If I can't sell cars, neither can my sales associates. I steal customers from other manufacturers with it. Even as a Used Car Manager and Desk Manager, I still have the evidence manual. Its my secret weapon. When I break it out, the deal is going down. Why have we forgotten The Basics lately? They still work. Pictures of customers with their new vehicles speaks volumes. I have seen customers blow past the brochures to stare at a monitor with happy customers flashing acrosss it.
I COMPLETELY, agree with you. I just have been miffed lately of what I've witnessed.
I feel Social Media can also be a Passive Engagement!! It can speak Fathoms!
Great Selling my friend!
Great point, Jae. There's little process in many stores any more; whether this evidence manual is printed or electronic or some mix, so few think to have it much less use it. Everybody is a born salesperson, either in their beliefs they don't need training or--much worse!--their management doesn't train them.
The Internet didn't change many of the basics. If anything, perhaps most of all it has exposed the lack of the basics that we got so lazy about far before the Internet changed a thing.
Precisely Keith, the Internet, Social Media, Phone Skills, Meet and Greets, a Real Walk-around, Needs Analysis, etc.... are all tools. You can't turn a screw with a mallet. You CAN teach how to use a tool.
Thank you Tom G. and Thomas K.
I appreciate the kind words, this is the essence of ADM.
Pride is missing these days. We love to show off our kids but forget self-promoting.
That's Awesome!! This is what promotes the positive experience.
Thanks Jae, I think it does that and because it's linked to his over 100 walkaround videos on YouTube along with Google Places, DealerRater, etc, I believe it will promote SEO. If anyone +1s him or posts to Facebook or Twitter, it will add to his exposure.
Thanks for the idea. I knew I came here for a reason! ;-)