Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
One of the best things about traveling is experiencing how other people run their businesses.
It also allows you to have many different Sales presentations from many different people. This story is about how one motivated, knowledgeable and especially friendly Salesperson made a banana into a bbq pork sandwich.
I was training at a dealership in Ohio and one of my favorite things to do is to ask the people who live there “Where is the best place to eat?” I have had many memorable meals in great places from asking this simple question.
On this particular day I asked an even simpler question “Where is the closest place I can buy a little fresh fruit like a banana for lunch?”
The service manager and parts manager said nearly instantaneously that there was a little shop just across the freeway in town (the dealership is located in a very rural area of Ohio). They also mentioned that there was a little deli/sandwich shop inside and that many locals went there for lunch.
I thanked them for their referral and headed for the rental car. Less than 5 minutes later I opened the door to a fantastic and friendly Sales experience. May I remind you that I started this quest in search of a banana?
First, the store smelled great. For me, smells are important; as it is for many of you I’m sure. Ever walked into one of the major hotel bands and smelled the cookies? Or walked into the showroom and smelled “the new car” smell? How a place smells can set the expectations of every person who walks in.
There is dealership that I trained in located in central California that I hated to walk into the showroom because the smell was not inviting, but sterile and astringent (even irritating). I mentioned this to the Dealer Principal who was not willing to discuss it or change it. I’ll never know if it had something to do with him selling the point later due to lack of sales. But if I had to guess…
So, this placed smelled great. Have you smelled your store lately? Better yet, have someone like a relative stop by and smell your work area. You might be surprised at what they say about your Service Department or the Showroom. (By the way, this is one of the easiest fixes ever!)
To continue…I walked in and was instantly greeted. I mentioned Friendliness a few short paragraphs ago but I don’t think I can overstate this enough. Hire Friendly People. You can train skill sets, you can train processes, you can train policies and procedures…but you cannot train friendliness.
You can tell people you hire to “fake it until you make it” in regards to friendliness. Sometimes it works…but in most cases it does not. And everyone who walks into your dealership knows it. It’s impossible to hide.
Now this might sound crazy…but do you know how many dealerships I have been in and personally observed this style of communication?
Back to the lunch…smells great, friendly greeting. I said hello and just casually walked past the deli counter and on a little shelf I spied that banana I was seeking.
As I was reaching for that banana I was asked a closing question by the woman behind the counter:
“Can I make you a bbq pork sandwich? They are really good. It comes in a Kaiser roll.”
And… she said it with enthusiasm and a smile. I am in Sales. Most of you reading this are in Sales. If you work in a Car Dealership YOU ARE IN SALES! And there is nothing like getting closed by a professional closer.
Can you guess what I did? I dropped the banana and said “Sure!” Instantly she upsold me with
“The lunch special comes with chips and a drink. You can find something you like to drink in the display case and pick out a bag of chips from the rack over there.”
Now I am getting a lunch special.
If you are an Advisor, and have difficulty making menu sales, remember this. Enthusiasm, friendliness and confidence will overcome any lack of knowledge or skills because your customer will believe in what you are saying because you believe in what you are saying.
This woman not only understood that, she also had the advantage of knowledge. She knew her product, knew it was good, knew what she could sell it for and delivered it with an assumptive close. I wanted to hire her for the dealership I was working with that week.
As I approached the register, banana-less, I noticed there was a brand of chips hanging on the rack I was not familiar with. The other woman who was ringing me up (who was just as friendly and knowledgeable) asked me about my chip choice.
“I noticed that bag there. I have never seen that brand before.”
Her instant response…
”Oh…you are gonna love them. They are made locally and are absolutely delicious. Hey, you are not from around here, are you?”
I said that I was working in town with a local dealership for the week.
Again…another friendly response.
“Great! Well you come back here anytime. We run daily specials and all of our sandwiches are made tight here with local ingredients. Listen, I know you are going to like these chips…A LOT…so I am going to put one extra bag in here so you don’t have to make another trip back here to get another bag.”
Folks, that is a real lesson right here. Always look out for the customer’s best interest. She knew I would like those chips. And she also knew that I might not have time to get back over to her store…so she upsold me using the best technique on the planet. Exert friendliness, apply your knowledge and assume the Sale!
It was a damn good bbq pork sandwich and yes…I would go back there again.
What about your customers? Are they coming back?
By Leonard Buchholz