|Losing Them At 'Hello' (continued)
|Most of the time, when dealing with internet customers, you get only
one shot at earning their business. Sales Managers tell me that floor
traffic is down. The people who do come on your lot want to spend less and
get more. The question has to be asked what can we do different to drive up
keep doing what you are doing then you will keep getting what you already have!” Are you happy with what you
already have? Most dealerships use an “up” log. This is where I would start. Are all the people who come on to
your lot getting on the log? How many customers have you lost on the lot as soon as your sales people say hello?
Are you counting only those customers logged as your “floor” traffic? The people who never make it through your
doors should be counted. After all, they are customers too even though they did not make it through your doors.
How do you get them to come in? You need to come up with a compelling reason that will create enough curiosity
that will make that person want to run into the dealership and make a deal. Do your sales people stand by the
after survey has said customers hate the feeling that they are being ganged up on. Make that
doorway as welcoming to the customer as if they were visiting a friend’s home. Salespeople
should be available but not waiting in a group looking like buzzards waiting for some fresh meat
to fall. Salespeople should never smoke around a customer, even if the customer is smoking. It
is unprofessional. Train your sales people on a Greeting that will make the customer feel
welcome and spark their curiosity. The greeting should sound like this.
|SUPERIOR DEALER SOLUTIONSsm
|Michael is one of the nation's leading Compliance Experts.
He is an agent for Curran EasyCare, serving New England
Automotive Dealerships. They offer insurance service
coverage, RV coverage, driver care, GAP coverage and
on a hand out that is given to the customer. No cost items can be a seventy- two
hour return policy, $500 extra for their vehicle the next time they trade it in or free
car wash when they service their vehicle with you. Some low cost thing would be a
Key care program, tire rewards just to name a few.
one who designed this very effective program to increase sales. It is a small part of the EasyCare Top Gun
program. If you want more information on this program, please email me and I or someone from EasyCare will
get in touch with you.
The point is that if things are not going well just do not sit there. Do something about it. If you have
salespeople sitting around talking about how bad things are make them do something productive. If it is slow, do
some spontaneous sales training. Anything! Activity breeds activity. People see others being busy they want to
know what they are doing and why. Busy employees are happy employees. Make some changes.
Make the first change with how your sales people say hello
You should have at least five things that the salesperson can read off to the customer. After reading
the hand out, the salesperson asks, “Mr. Smith, how does that compare to what you have seen
so far?” The answer the customer gives will tell you everything you need to know about him. If he
says something like “I have not seen anything like this.” You know he has been out shopping. The only
other thing he could say is “I just started looking.”