Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
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.