ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
Heck...we may as well throw in most sales trainers into that bunch, too! They're still training how to overcome objections caused by their own methods!
Interestingly, Salespeople (the 10,000+ I talk to) already recognize a need to offer clients something a heckuva lot better than the status quo ...they just don't know WHO to ask without getting the same 'ol - same 'ol! (Is that how you spell that?).
Let's take a closer look at the problem...
Most sales methods start with an introduction and then immediately downshift into "Qualifying", or "Fact Finding", or whatever the term of the day is. This "Qualifying" is defined as finding out the wants and needs of the customer by asking, "What do you want? What do you need?"
Sounds clever enough. But there is a foul smelling chunk of brown stuff in the tread of this tire ...the client is wrong over 80% of the time (My stats have it at 82%) about what they think they want and need (and can afford). So they choose something else.
So why do we force our salespeople to NOT ONLY ask the ridiculous "What do you want? What do you need?" questions, but then allow them to continue riding down this "client-leading" road for the next 1-2 hours. Especially when the client is wrong nearly every time!
The unfortunate ending? Low grosses, low penetration levels, extended finance terms, and/or the client hauling-ass out of the showroom with one finger in the air. There go the referrals and your on-line reputation is cooked.
Is there a better way? Heck yes! I've used it and trained it for many years. But you see, the problem isn't "How" to do it better, the problem is that Dealers, GM's, GSM's, and Sales Managers don't ask "Why" they should alter the stale and wrinkled methods that were around in the "good 'ol days".
If you refuse to open your thinking, then you can continue to tell your salespeople they've got it wrong and get them to commit MORE TIME to re-learning the old methods (if you think it's their fault) until they can no longer pay their bills making $32K per year ...or You can commit to altering the old school methods to MODERN METHODS of selling that have been proven to work in today's market by PEOPLE WHO HAVE SOLD IN TODAY'S MARKET and made a GREAT CAREER DOING SO!
Final hint: If your sales trainer hasn't sold cars for a living over the past 5 years, you need a new trainer! Unfortunately, most "Guru" trainers haven't sold cars in 10, 20, or 30+ years. Go figure.
??? I can't tell if you're suggesting providing those 4 things comprises a "selling method", or what? If so, that devalues the importance (and talents...and skills) of car salespeople throughout the entirety of a transaction (from the 1st point of contact/relationship building).
Your previous comment is ABSOLUTELY TRUE that some people are "killing it" with 4-square. You further provided a footnote that some people are quite "artful" about it. I agree with that, too.
By "artful", I suppose you're referring to those who create their own un-written methodologies from their singular talents of charm, wisdom, experience, creativity, language, education, and character.
Guys like this are miraculous and awesome "standout" power players like Manny (60 cars per month ...HOLY COW!!!!)
Unfortunately, you can't put the "artful" ways of Manny in a Jar and pass it out to a line-up of car selling newcomers where they ALSO produce 60 vehicle per month. Just like you can't put Eddie Van Halen on video and expect the novice or intermediate guitar player to perform micro-second finger-tapping ...or want-to-be artists becoming Picasso, or Baryshnikov, or Carlos Kleiber, or Scorcese, etc...
Modern methods of selling go beyond the final moments of the transaction, David. They involve the education regarding today's client and how/he she thinks about, feels about, and uses regional and national influences through the use of multi-faceted communication platforms, educational movements, headline opinions, and multi-generational "character" and "loyalty" belief systems....WHILE in the midst of making their decisions.
Modern Sales Training involves taking this educational model and offering it in "methods" simple enough for the newcomer to understand AND execute in order to generate RELATIONSHIPS in our fast-changing markets, and then transition those relationships into high penetrating and high grossing transactions.
We dealers would love to have a line-up of guys like Manny...but in whole, we don't.
Are you a car dealer? or are you a car salesman? (I'm both) If not, making a living as a car salesperson over the past 6 years has brought with it a large number of unfamiliar challenges that did not exist in the previous 15 years.
This is yet another discussion to help dealers and car salespeople ignite ideas, systems, and methods that will secure our future. If you're like me and in car sales and/or are a dealer, you know the importance of this...and we need to improve our selling methods for now AND for the next 20 years.