Dealership Sales Managers Tips | Close of the Month

Emotional Close
October 2007

This is a very emotional close that is used when your customer still wants to leave the dealership to lok at a competitive model from another manufacturer that you often come up against. Camry vs Accord, Sierra vs the F150, and so on.

"Dan I can certainly understand that you might want to look at the F150. It’s a good truck. But Dan, just before you leave do you mind if I ask you a couple of questions?"

Your customer normally responds with a “yes” because you’ve given them a ‘mental release’. Now, print this column and these words on the back of your worksheet...

Dan, if both trucks had all of the FEATURES and equipment that you really wanted in a new truck … and just to clarify the Sierra that we drove today did in fact have all of the features you wanted, correct?"

And if both trucks had the drive and HANDLING you demanded in a new truck — now I realize that you haven’t driving the other truck, but just imagine that you did, and you were as impressed with it as our truck,

And if both trucks had a PRICE or MONTHLY BUDGET that you and your family were comfortable with, my question would simply be this, in your HEART, which truck would you rather own?”

When customers have whittled down their choice of vehicles to just two vehicles they often have a slight preference of one over the other and may just need a gentle nudge to stir up the emotions that are attached to your vehicles. If the objection is truly genuine and your customer really feels that they need to look at the other vehicle, continue with this question.

"Dan, if we were able to come up with a price or payment that was maybe better than expected on this truck, would you consider that enough reason to go ahead with this one?"

Remember, the job of a professional salesperson is to remove the customer from a “logical state of mind” to an “emotional state of mind”

Recruit on an ongoing basis
October 2007

At a time of year when many sales managers are hiring salespeople, here are a few tips:

Recruit on an on-going basis:
Great dealerships are constantly improving. There is always room for one more person on your showroom floor that displays the attributes or a successful salesperson. Most dealerships will have 1 or 2 poor performers that should be replaced and 1 or 2 sales people that are constatly looking for positions elsewhere, that are about to leave your organization.

Recruit sales people when other dealerships aren’t:
Hundreds of dealerships search for people in February, March and April. The newspapers are filled with salesperson ads. When advertising in the newspaper for a salesperson during these months, you are competing with every other dealership in the region for the same few people. By recruiting during slower periods of the year, you are not competing with every other dealership and you are not hiring out of necessity or panic. You will have the time and energy to properly screen, interview and complete background checks.

Vary your methods of Recruiting:

Advertise on your local radio station.
Advertise on job search we sites on-line.
Deliver seminar on “Career Opportunities in the Automotive Industry” at a local university or college.
Develop a Sales person referral program within your dealerhsip. If a staff member refers a candidate and you hire them, reward them with a $500 gift certificate after the new hire has completed their first 3 months with you.
Join the Chamber of Commerce, The Board of Trade, The Rotary Club, etc. to develop a network of potential candidate referrals. Solicit sales clerks at retial stores in shopping malls such as Athletes World, Jack Fraser, The Source, et...
Solicit sales clerks at “big box” stores such as Home Depot, Canadian Tire, Future Shop and Staples.
And try soliciting people that work in the service and hospitality industry in restaurants and hotels.

Close of the Month
May 2007
This is a simple, fun and effective close that can be utilized either during your demonstration drive or back at your desk with your customer.

"Mr. Smith, on a scale of 1-10, with 10 being a perfect score, how would you rate this vehicle?"

Your customer will most often respond with 7 or 8.

"7? Very good. Mr. Smith what would I have to do to have you rate this vehicle a perfect "10" and earn your business?"

This question will uncover the objection and allow you to proceed with another closing question.

"Mr. Smith, if I could satisfy your concern of the monthly budget, could we go ahead?"

Sales Manager Tips
This is a great sales meetng and team-builder. Distribute a piece of flip chart paper and a marker to each of your salespeople. Give them about 15 -20 minutes to create a list of: TEN REASONS WHY A CUSTOMER SHOULD BUY OR LEASE A VEHICLE FROM OUR DEALERSHIP.

When they are finished, have each salesperson present their list to the rest of the group at the front of the meeting room. Offer a prize or some form of incentive for the best overall list and another for the best display of enthusiasm in presenting the list.

The exercise is thought-provoking, promotes friendship, builds team spirit, creates good rivalry and it’s fun. The process is designed to arm salespeople with excellent ‘closing’ information about your dealership. You may want to take the best ideas from the lists and have it displayed in plastic stands at each of your salespeople’s work stations and on your web site.