Automotive Digital Marketing ProCom

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I just watched the video posted on this site of a "Sales Manager" pro giving a tough sales talk to the underperforming sales staff (which I assume is the one at your dealership.)

It was remarkably reminiscent of the scene from "Glengarry Glen Ross" with Alec Baldwin as the hotshot sales manager. The guy spent the entire video telling salespeople their sales suck because of all the things they are not doing, and all the excuses they are making. The video was touted as something that will fire up the sales staff.

Nothing could be further from the truth. All of the "excuses" have a large measure of validity to them. Sales people will not overcome those merely by being threatened or told how much they suck.

OWNERSHIP and MANAGEMENT need to lead the way. Either come up with some new strategy and adjust to the marketplace, or go down blaming your sales staff. Set some new standards for the entire dealership, not just the sales staff. Present the product better. Take a truly different and better approach.

It will take a lot more than twittering and a Facebook page, no matter how many updates you do, to get more sales. That requires a complete look at your selling method and process, and everyone involved.

How about a more compelling Signage or Display strategy? How about doing more to ATTRACT people to your store?

Yes, salespeople need to stop making excuses, and do better follow up, and more effective prospecting. But what about your dealership itself? Is the facility different or better in any way? Are you doing all you can to promote to and incentivize the customer?

Would YOU want to buy at YOUR dealership? What would make YOU want to buy a car there? What are YOU as a manager/owner doing to be different/better or the BEST place to buy your brand? If YOU'RE too lazy to change anything, or invest in anything better, then beating up the sales staff won't accomplish much. Set a higher standard for your whole dealership, and then you'll have better results requiring more from your sales staff.

Views: 2

Tags: Display, Facebook, Sales, Signage, Twitter, sales, staff, strategy

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Comment by Keith Shetterly on February 23, 2010 at 5:21pm
Thanks Ed, I found it already. Been over there commenting on it.
Comment by Ed Personius on February 23, 2010 at 5:02pm
Keith, the "You can't handle the truth" video.
Comment by Keith Shetterly on February 23, 2010 at 11:48am

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