I am re-reading one of the books by Joe Girard – the self proclaimed and Guinness Book of World Records “Greatest Car Salesman Ever.” It got me thinking about a couple of interesting principles that I wonder if dealers / managers are taking the time to teach to new sales staff. I have never met a manager, dealer or anyone who doesn’t believe, “if you get me the traffic / we will sell the vehicles.”
But are your salespeople capable to handle the following scenarios???
1. What if you never let them catch a floor up? Could they survive off outbound calling and promoting of themselves?
2. How many salespeople keep written or personal files of every customer they sell? I know there are CRM systems capable, but a true salesperson knows they may not always stay in the same place… Do they keep their own records?
3. How many sales people actively work existing customers for referrals?
4. Do your top sales people instruct service managers and lane writers to bring their customers back to them if they are in service and complaining about something not being right with their vehicle? When is the last time you had 3 or more sales people actively working the service lane for prospects?
5. Do any of your sales people write their own thank you cards or letters to all their new owners?
Here’s an interesting fact I read the other day:
John F. Kennedy insisted on typing all of his own letters that he was sending out pertaining to political matters. Now I don’t know who answered his fan mail – or if he got any – but if the President of the United States had time to type his own letters, surely a salesperson could find the time to write to their customers. After all, they are the ones who stand to make more money if they are repeat customers in the future.
These are interesting concepts, and as the market has shrunk since the “clunker days,” now is the time to get back to your best habits.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.