Let's face it, if the simple fact was that opposites attract, every dealership would sell out of cars…every month. Actually, that's not quite true. Opposites do attract, but we're talking about much more serious issues than simply attraction. Why in the world would someone want to buy from you?
First, there's the typical stuff: Are you prepared? Do you have the same opening and closing process that you use every day? Do you know/walk your inventory daily? Do you know your ad cars? Are you qualifying your customer correctly?
Now, and possibly more important, there's the newer stuff: Do you know your website? Do you know your competition's? How many leads can you handle correctly (and not just call or email once)? How often do you network (and not just online)? How is your follow up, really? Does management have your back or are you just off the back?
When you look at things realistically, you've never sold a car in your life. Not trying for semantics here, just a honest look under the hood. Ever had a green pea outsell you? Of course! Today it's much more about everything but the sale. Don't pull the wool over your own eyes.
When recommending new technology, companies or services to dealer clients, I continue to hear the same excuse as to why they won't use/buy/check out something that will be a complete benefit: "my people are just here to sell!" And there's the problem folks (or at least the biggest after credit and flooring/financing issues).
The more you act like you did when the gravy poured, the more you'll struggle. The more you treat customers like suckers, the more your showroom will chirp with the sound of crickets. However, the more you do things the you've ignored, the more you understand how to use technology, the more you keep up-to-date and trained, the more you listen to your prospects and clients, the more success you will experience.
The world's most expensive, luxurious, technological, streamlined, incredibly fast vehicle can't do crap if it's out of gas. The most beautiful facility with gleaming service bays, hi-tech lounge, ready-to-go espresso machine and great looking receptionist can't generate a dime without the right resources.
By the same token, quit expecting better results without doing the things that have to be done: having the right associates, educating them, using technology correctly, having the best vendors and support and 'filling up the tank to full'.
Start attracting business and maintaining it instead of…the opposite.
Best Practices: Professional Insight, Power Results
Gary, once again you are right on the money. Now is the perfect time for dealers to be making a commitment to training and hiring the best sales staff. While dealers still focus on price, they need to migrate to promoting the buying experience too.