My sales as a showroom rookie were pretty good, but as I became more confident with my selling abilities, my sales actually went down. This didn’t make any sense. Everything was on track for a good first year. So what happened?
I analyzed everything and found one very important missing element: my sales manager. He hadn’t actually gone anywhere, I just started thinking that I knew everything. I felt that I didn’t need his help anymore…
From that day forward I involved my sales managers with every customer I had and my sales climbed accordingly. This is commonly called “touching desk” and “no one leaves the dealership without the salesperson talking to the sales manager.”
Remember, the sales manager is there to quarterback and manager the sales floor. They are supposed of offer advice, ideas and work with you in about three key points in the selling process. Here are a few very easy ways to excuse yourself from the customer and work with your sales manager. Remember, never tell your customer you are going to get your sales managers, just go, they don’t like it.
Point #1: Before and During the Vehicle Selection Process
If you cannot find a vehicle for your customer and they want to leave, excuse yourself.
Tell the customer: “Mr. Customer, can you just give me one minute, I’ll be right back.”
At this point almost every customer will wait. You will have to immediately go and get some advice from your sales manager. You and your manager will be able to work as a team to determine how to proceed. The end result might be a possible change in vehicle, a demo drive for the customer, etc. The next step you take with the customer will be a planned team effort, even if it’s just for you and your manager to say thanks for visiting our dealership.
Point #2: During and after the Demonstration Drive
The potential new customer wants to leave the dealership and come back another time. A lot of customers get nervous after the test drive, because they know what is going to take place next…they might buy a new car. Don’t make assumptions, however, it can also be that they do not like the vehicle they drove.
Use the same process of excusing yourself from the first scenario and get some advice from your manager. Your manager might know of a trade in coming in soon or a different new car you can show them.
Tell the customer: “Mr. Customer, can you please give me one minute, I’ll be right back.”
Point #3: Before and During the Negotiations
If you have reached the point in the negotiations where you can go no further with the customer, excuse yourself, go to your manager and explain how the negotiation is progressing (keep it brief). Your manager will go and try and close the sale at this point.
When introducing your manager, tell the customer: “Mr. Customer, this is our sales manager (name). He/she will be able to explain the final figures with you.”
Leave the manager with the customer. At this point the sales manager will continue closing and finalizing the sale.
Early Sales Managers Interaction
There are many customers that want the car buying experience to happen quicker. Early sales manager interaction is one of the best ways to accomplish this. It is a great way to speed up the sales process for your customer. This does not mean taking any short cuts though. The sales manager can interact with your customer with quick qualifying conversation, while the salesperson is selecting and finding a vehicle the customer wants. Having your sales managers meet your customer during your greeting or qualifying question is an excellent way for them to set up some early rapport with your customer.
Professional athletes have coaches and trainers on their team to help them excel and succeed, so do you. So make sure you use them every time without question. It all boils down to teamwork.
Darin George is the president of ASC Dealer Sales Training and Staffing. www.visitasc.com . He is also the author of two sales process training books. You can contact him at [email protected] for sales process training and sales staff recruiting services.