Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
I know of only one consistent way for auto sales associates to start earning real money. This way is available to any associate who has the insight to hear and recognize a career-defining moment when it comes.
Here is how this defining moment usually happens. You get up one day, like all others, and go do what you’ve always done or what seems popular with the herd or huddle. Then something comes along and slams into your status quo like a defensive end into a quarterback.
The funny thing about defining moments is you can’t plan for them so you usually can’t see them coming. We don’t see them coming because our habits, often unproductive and unprofitable for us, tend to blind and deafen us to change.
This next statement could be your career-defining moment. Ears open and eyes alert? The definitive way to achieve success in this business is to:
That’s right. If you want to make successful living selling cars, leave the up traffic to those who’ll settle for less. Nationally, just 5 percent of auto sales associates make a living taking ups. Instead, plan now to go after the business residing in your existing customer base.
A dealership’s customer database is the most under-capitalized source of business in very dealership in America. Ninety percent of the customers a dealership engages will never hear from that dealership or that sales associate again, creating a rich opportunity for any associate who wants to chart their future for a profitable life selling cars.
See if the numbers don’t speak for themselves. When I recently spoke to a group of 100 Midwest auto sales associates, of the 40 of them having been in the business for five years or more, only seven of them were making really good income – and they were doing that without taking ups! These guys had learned the secret to successful careers in auto sales I’m sharing today.
Here’s why leaving showroom ups to the huddle-hangers and instead going after repeat customer business directly is smart:
Finally, if you haven’t recognized your defining moment in this yet, consider these final points about why selling to your database is more profitable selling for you:
• Predictable sales numbers
• Predictable income numbers
• Predictable CSI
• Better grosses