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The $1 Million Up: Bad math Costs Sales Associates Dearly

It’s tough to make a good living selling cars these days.

 

Really?

 

Is that what the math says…is that reality or just a lazy way to shift responsibility for poor sales performance to someone or something else?

 

The math says the opportunities to sell more cars every month exist, right in front of sales associates who are alert and wise enough to capitalize on them. I can tell you with utmost confidence that every “up” is worth a $1 million in a lifetime to you—and yet too many sales associates simply can’t add up the numbers right!

 

Legends like Carl Sewell showed us that every up buys 12 vehicles in a lifetime, and the average buyer lives in a family owning two additional cars. Quick now, the math says – 36 cars!

 

Yet how many associates chase that repeat and referral business? The statistics tell us just one in 10 associates will pursue their customers after the initial sale. Car sales associates too often forget these basics of car-sales prosperity:

 

  • Did the associate contact the customer after the sale to thank them, to remind them of their first service appointment, to ask for referrals?
  • Did the associate ask the customer about other vehicles in their family – those vehicles represent current service opportunities to the dealership and future conquest opportunities for the associate!
  • Did the associate consider that the new trade at the curb might be a great car for a customer who said their child was going to college soon?

 

Ninety-percent of customers – nearly all of them – never hear from their sales associate after the sale! Is it any wonder then that 80 percent of car buyers when asked who their last car salesperson was – even when they have positive memories of those experiences – couldn’t remember their names!

 

I hate to see grown men and women work away in the best business in the world and never tap its rich vein of personal success. Whether they make real money or not in this business is truly up to them. They can chase ups or work to build a solid book of business. The numbers don’t lie. With every sold customer worth a potential $1 million in future sales, the choice seems clear.

 

Views: 161

Tags: AutoCon2012, CAR, CRM, Customer, Kelly, Patrick, Research, XRM, car, management, More…motivational, rally, relationship, sales, speaker

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Comment by sara callahan on August 9, 2012 at 5:24am

Great point Pat.  It is amazing how we can neglect these simple actions and yet when we do them, they make such a huge difference!

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