Thursday, November 8, 2018
Attract the Right Job or Clientele:
Year-end is when car dealerships provide sales offers that may see us coming to a halting stop. The excitement of the holidays, the need for a newer car, and gift-giving all come into play. Emotions are on the rise with the need to be kept in check for a sensible purchase.
Over many years, I’ve encountered horrific ‘sales accidents’ at car dealerships. Some representatives were on a collision course with their job while others couldn’t escape the wreck. Below you will find a few a-ha examples that reveal the worst and best way to drive sales.
1. The Truth or Dare Sales Game
My first experience was that of a ‘Friday Afternoon Car.’ One day I opened the car door to see the entire dashboard on the floor. As I spoke to the Sales Manager of the dealership, I requested a loaner car, at no charge, while they put the pieces back together. He laughed in my face as he said, “you can pay for a loaner.."
Posing a dare to his lack of integrity, I reminded him of his statement before the sale saying a free loaner would be available anytime the car is in need of servicing. I shot back, “did you tell the truth or lie to me?." His face grew beet red as he handed me the keys to his personal car.
2. Driving Clients Crazy
If my then teenage son weren’t with me to witness the experience, no one would ever believe this worst sales story of all!
My mission was to buy a well-built automobile with an excellent safety record. The Director of Sales at one dealership was selling his car. We took it for a test drive. We soon realized that car repairs were ignored over the long term. It was anything but safe. The car jerked, the engine died at red lights, and it was a relief to return it to the parking lot. Back in the Sales Director’s office, one could see dollar signs floating out of his eyes. He was hungry for the sale. Assuming I knew nothing about sales or negotiation, he asked for a top dollar and advised he would accept nothing less.
My counter offer was that he take a test drive with us in the car because it was apparent he hadn’t been in it for a long while. Stunned, he said okay. The same jerking and stalling occurred.
Back in the office, I offered cash at a reduced rate of about 50% take it or leave it. Next thing we knew, the man was banging his head up and down on his desk shouting, “Why Me?."
We took the car and just made it to a reputable mechanic before it completely died. A week later, I was offered a sales job at the dealership, but I declined.
How NOT to Drive Sales:
- Make assumptions
- Disrespect clients
- Not live up to your word
For More Insight Read:
- Are You Needlessly Losing Business?
- Do You Deliver On Promises?
- Do You Qualify for Success?
3. Sell Like Your Reputation and Career Depend On It
Given the two above experiences plus many others, I was in disbelief receiving the latest call from a dealership. The salesman spoke of a rosy picture that sounded too good to be true. His offer was for turning in a current leased car for a newer model.
To my astonishment, John offered the following (mind-boggling):
- Forgive mileage overage
- Forgive the five months remaining on the first lease
- Sight unseen – damage to the car
- And – drum roll – lower the monthly fee.
Do you agree the above is too good to be true? We comparison shopped makes and models. Other dealerships were nowhere near what was on the table. I agreed to drive the distance (in heavy rain) to determine if the offer was real.
Given many previous damaging car sales experiences, we cautiously walked into the showroom. To my astonishment, the salesman was polite to both of us. Before sitting down, I cautiously asked if his offer made over the phone was still valid. Assurances were mine. And best of all, the gentleman proved the point as the paperwork began.
The only question on my mind was the award on his desk. John said he is #2 in the country and is aiming now to become #1. I have every confidence that he will succeed.
More surprising was taking a sneak peek in the sales room with the help of the glass walls. By November 6, John had already sold seven cars for the month. He receives a generous bonus for each sale, and he earns a good income. Best of all, he is driving client loyalty every step of the way with loyalty and referrals.
Sales Tips for Driving Sales
- Create a sales roadmap
- Check for hazards as you journey forward
- Estimate the time it will take to reach your destination
- Create an efficient plan of action for the arrival
- Depending upon the client personality, be flexible in adjusting your route
- Check for warning signs the sale may be losing direction
- Ask your client if they would like to take a test drive
- Double check the air didn’t deflate and that your prospective client is still happy
- Drive home both the value and the benefit from the purchase
- Celebrate Success!
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