Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
The 3 Most Common Mistakes Salespeople Make That Cost The Dealership Money!
The good news: They are all Preventable! Read below for the latest in how you can prevent Lost Sales!
An interview is the most important part of any sales process. There are several objectives for the interview.
The interview must be conducted in a controlled area such as the sales office. Too often the salesperson will simply escort the customer to the inventory and start their sales process (if they have one).
When this occurs, the sales person has NO idea of what the customer's needs might be, budget, credit worthiness, who is the buyer, who is the decision maker, who will make the payments, how many seat belts will they need and a variety of other information.
Additionally, many customers will gravitate towards units that DO NOT fit their needs, budget or other factors. Usually they will put themselves on something that is substantially outside their financial capabilities.
The salesperson must bring the customer to their desk/office, sit them down and start gathering information. A decent interview should last at least 15 minutes.
Skip this process and it will result in LOST SALES.
Every time there is a face to face encounter a sale is made. Either the customer buys into the salespersons presentation or the salesperson buys into the customer's presentation.
The sale is made by the person in control. NO CONTROL, NO SALE.
Control is determined by the person ASKING the questions. To maintain control you, the Salesperson, must ask the questions.
You will need to anticipate the direction of the conversation, mentally think ahead to possible answers and be ready for different responses.
This is called "Thinking on your feet". Explore every angle. Never stop asking questions.
#3-TURN TO A MANAGER
Never be the person to let your customer leave the dealership. ALWAYS turn your customer to a manager.
Get a second opinion. Two heads are better than one. We've all heard all the reasons, so why doesn't this get done?
Studies show that turning customers to a manager will result in an additional 5% sold units.
Now this may not sound like much. Let's do the math. If your store has 500 UPS a month, this one deal saving technique will result in an additional 25 sales.
At $2500 per unit that amounts to $62500 in ADDITIONAL GROSS, just for getting a second OPINION!
Here then are the 3 ways you can turn a lost sale into a SOLD CUSTOMER!
Conduct a real interview, maintain customer control and always turn to a manager! Do this consistently and your organization WILL Sell More Units!
by Dugan Anderson
Sales Training Manager DealerPro Training Solutions