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Stop what you’re thinking – I am not casting a slur at the new green pea.

Rather, I’m talking about a selling strategy that leverages the left hemisphere or analytical side of the brain to improve the monthly sales tally.

The right side of the brain just doesn’t get it. Right-brained selling goes into panic at month end. It furiously telephones every potential be-back and lost sale from the prior 29 days. By this time, the sales desk has penciled so sharply there’s little left in the deal.

This is not the way to sell cars in 2013!

Instead of selling harder every month, use left-brain or analytical selling. Left-brain selling pursues those consumers most likely to buy, which are your existing customers. Their profiles in the customer database are clues to how to sell them again. Done well, left-brain selling can boost volume by additional 3 to 10 units a month per sales representative.

This technique can discover which customers:

  • Are ready to buy: A database analysis will show an existing customer’s equity position, lease termination or other situational clue, the starting point for creating a proposal.
  • Have popular trades: Analysis will show who is driving the late models you want for your preowned inventory. Use this knowledge as you prepare a trade-in and new vehicle sale proposal.
  • Require a penalty rescue: Analysis will reveal lease vehicle customers at risk of incurring mileage penalties. Use this intelligence to prepare an offer to take them out of the lease early, help them avoid these potential costly penalties.
  • Drive high-repair-cost models and want to drive new: Here again, analysis will reveal high mileage and/or high repair cost vehicle owners. Prepare a proposal based on this information and save on future repair costs or an unfortunate break down.

These are just four opportunities that half-brain selling -- using the right (I mean left) side of the brain -- can create for your dealership.

For a downloadable eBook about intelligent selling, click here or contact me.

Jeff Cotton is Vice President and Co-Founder of AutoAlert, Inc., a leading customer database analysis and sales strategies company. He is a former sales professional with Fletcher Jones Motor Cars. Contact him at jeff@autoalert.com and visit www.autoalert.com

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Tags: CRM, data, mining, retention, selling

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Comment by Steve Richards on September 2, 2013 at 5:49pm

Great stuff, thank you.

Comment by Mark Dubis on August 28, 2013 at 6:31am

Good information and insights to help sales professionals.  With competition today we need to use all of our brain to succeed.

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