Our Dealer Panel gives voice to dealers, GMs and sales professionals to share their experiences — sales techniques, new technology and ways to motivate staff — giving our readers the benefit of learning from their peers.
Question of the Month
WHAT’S ONE HABIT THAT ONE OF YOUR SALESPEOPLE HAS THAT INSPIRES OR PRODUCES GREAT RESULTS?
Chris Lee, COO, McCarthy Auto Group
The most specific habit that seems to be prominent amongst our most successful salespeople is the ability to rebound from rejection and maintain a positive attitude. Salespeople who relentlessly pursue customers with a positive attitude will experience great results in our business. This is something we constantly promote throughout all departments in our auto group.
Smile, be kind and try to make the customer’s experience different from other “car dealers.” As customers visit our showrooms or inquire online they are extremely prepared. It is paramount that their experience is enjoyable, as they are often only deciding on whether or not to do business with us. Customers who experience a staff with a positive attitude will close at a higher rate, pay more for an exceptional experience, refer friends and keep coming back.
Cathy Nesbit, Social Media Director, Harry Robinson Automotive
Having a full staff of people who are always willing to make a video produces great results. They are all on the bandwagon, and it makes the customer’s experience more personal and more impressive. This means we get more referrals and more vehicles sold. It’s a win-win all the way around.
Another successful habit is taking outstanding notes in CM. These notes are an invaluable tool in making the customer experience personal and, in turn, the customer extremely satisfied. The folks not doing this are really missing out on the opportunity to raise their positive surveys, which means bonuses, and they’re also missing out on referrals from exceptionally happy customers, another source of money.
Ken Shreve, President, Hamilton Hyundai
This story will sound kind of crazy, but we have a younger salesperson who is a “personality plus” type of guy and he asks all his new prospects as he is getting to know them if they have “brought him a pizza.” They look at him funny and he goes on to explain that he loves selling cars, but he really loves pizza and that he is known around the dealership as “Pizza Man Dan.” He assures them that they have his permission to drop a pizza off for him anytime they want, even if they don’t buy a car from him. Everybody laughs and gets comfortable with each other and they move on through the sales process and cars get sold. His customers really love him, and the crazy thing is, at least three or four times a month his customers stop by the dealership around lunch time and drop off a pizza or some other kind of food for him! It’s the craziest thing — but it seems to work for him. Many times, they even hang out at the dealership and help him eat it. I keep telling the guys and gals on the sales floor, sell yourself first. Then sell the dealership and the car. He seems to have found a unique way of doing that.