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Men and women who consistently put big numbers on the sales board are farmers.
No, they don’t grow organic vegetables, but they do know the value of the law of the harvest.
This law says that what you sow you reap.
With 100% certainty, if you plant tomato seeds the end result will be tomatoes.
In other words, if you sow or plant future sales opportunities by working your customer database you’re certain to convert many of those opportunities into sales.
These sales will happen, not always in the same season, of course, but because you plant seeds – plant future sales opportunities -- every day. Because you do, you reap a harvest every day as well.
Unfortunately, most sales associates are not farmers
They’re waiters… waiting on a fresh showroom up, a phone up or an internet lead. Statistically, their sales tend to carry low grosses, their customer CSI is lower, and their deals earn them only mini commissions.
Break up your fallow ground
In agriculture terms, acreage not used for crop production for a season or two is called fallow ground. In car sales terms, this acreage is the customer database. The farmers in the dealership know that it’s by breaking up their fallow ground – working the database – that bountiful harvests are secured for the months and years ahead.
Farmers make great car sales professionals
They take control of their future. They don’t complain, don’t waste time in huddles, and they show up on time to work, not read the newspaper and get themselves “settled.”
Farmers work their ground regularly by calling customers and asking them for referrals, to obtain names of other members in the household who own or drive vehicles and they routinely promote themselves through community networking and personal public relations efforts.
Farmers in the dealership, compared to hunters:
Farmers fall into a sales category I like to call unconsciously competent: They innately possess the kind of sales attitude that drives them to create their own opportunities. Farmers instinctively do what is right, consistently.
Farmers know that selling cars is like raising crops – a process, not an event.
They embrace the truth that their success is theirs to achieve, no one else’s.
They manage their time, they work hard, they understand the statistics are on their side, and they make great money.
CAR-Research XRM
713-275-3500
Views: 523
Tags: CAR, CRM, Car-Research, Customer, Kelly, Patrick, Patrick Kelly, Relationship, XRM, management, More…motivation, motivational, speaker
Comment
The reality of this wisdom is a clear picture of the 80 / 20 rule - though in the car biz, it's more like 90 / 10. In this context, I think the hunter / farmer analogy could be used for either side of the same coin. Semantics aside, the reality is most salespeople will never even hear this, much less have the courage and work ethic to implement it. Most sales managers I have experienced talked this game, but never ACTUALLY DID IT themselves.
Tom LaPointe
CarChat24
Interactive Media Manager / Industry Analyst
http://www.carchat24.com/
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