In some parts of the country sales are going gangbusters; in others not so much. But everyone can be doing better. If that’s you, read on.
“Our dealership should really do more advertising,” one sales person complained. “Yeah,” griped another, “They should come up with some kind of program to get people in here.”
Maybe they should, I can’t be certain without out examining your advertising ROI. But here’s one thing I do know. If you entrust your career success to someone else, I can almost guarantee you won’t achieve success.
An auto industry term for customers (or more specifically prospects), “Ups” refer to when a sales person is “up” on the salesperson rotation for working with the customer looking at vehicles on the show room floor. Although some car industry practices are best left for the car industry I couldn’t resist this play on words.
When ups are down bike sales are typically off and typically sales of everything else is down as well.
Ok so your dealership floor traffic is down. What can you do?
First of all it starts with having the right mindset. OK, Ok I’m not going to get all new-age, hippie on you, but running the risk of sounding like I’m still in search of the never ending Grateful Dead tour here are some things to think about.
- You have to make your own opportunities.
There are opportunities happening all around us. Some just see them differently than others. In one of my favorite, now classic books, The Millionaire Next Door, Tom Stanley talks about why some people achieve the financial level of a millionaire while others don’t.
One reason Stanley points out is that often millionaires see opportunities where others don’t. For example, many people who are millionaires are owners of their own, not so glamorous, businesses. What are we talking about? Dry cleaners, garbage collection, dealing in junk are a few of his examples.
Most people hear these descriptors and go “Who would want to do that?”
Many people have said, “Me” and taken that opportunity to the bank. So whether it’s an incoming phone call, a chance meeting, or an undesirable task, look for opportunities and you’ll find them.
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| 2. Like it or not your job isn't 9-5 (ok smart Alec, 12 - 9 or whatever shift you're working). |
Years ago when selling motorcycles I used to give customers my home phone number (no cell phones back then!). I suggested this to a group of dealers during a workshop. The response was akin to me disparaging their mothers!
“When I’m done, I’m done.” Growled one participant. “I don’t want to have to talk to customers during my down time.”
Well go ahead get as vehement as you want about this point. It doesn’t matter. What matters is the value customers perceive you bring to the equation. I can buy a Sportster Motorcycle from any of the five dealerships in my town. Why should I buy from you?
Did I ever have to talk to customers in my “off” hours? Sure. But far fewer than you might imagine. During my dealership years I think I talked to five customers about some question or another from home. See most customers really respect your time. And for the few and far between that don’t, let’s handle them when they occur and not ‘awful-ize” what might happen.
Yes on one occasion a customer on a Sunday evening needed my assistance because of a mechanical breakdown.
What did I do? I went and got the dealership truck, picked up the guy, took him home and dropped the bike off at the dealership. It took about 90 minutes and created a great customer service story.
After that customers wanted to buy “from the guy who gives you his home phone number.” Well they didn’t always remember my name, but at least they remembered the value.
And I know many of you have done the same thing. We’ve read about it in your Dealership Superstar contest submissions.
This is a practice Amy and I still do engage in to this day with our consulting practice. We often talk to a client on the weekend or answer a dealer question on a Sunday night. We feel it comes with the territory.
Some of you might say sure, but you’re building your own business.
Yes and so are you … it’s called You, Inc. |
| 3. You must "sail into harm's way." |
This is a classic naval doctrine which is reportedly how Admiral Nelson defeated the French and Spanish Navy in the Battle of Trafalgar and set Britain on a 100 year reign of naval superiority.
Nelson’s instructions were that “No captain can do wrong if he puts his ship alongside the nearest enemy.” He did that by sailing straight into a fleet of 23 French and 15 Spanish ships (stick with me I’m going somewhere with this) cutting them off and winning a monumental victory.
Admiral Nelson died in the effort (perhaps because he wore his full dress uniform on deck during the battle, making for an irresistible target) but there is a lot to learn from this idea of sailing into harm’s way.
So if you’re going to be effective when ups are down you’re going to have to try new things. You’re going to have to engage people as you haven’t before. You’ll have to try new methods and ideas. Basically you’re going to have to put yourself “out there” if you want to sail your way through this battle. |
You have got to brace yourself for setbacks during challenging times. And let’s face it when ups are down, if you are sailing into harm’s way you will get knocked down. People will say “no” to you. People may be rude to you but somehow if you expect it to happen, you’re more prepared for it.
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| 5. Case Study: How One Person Did It |
A dealership business manager was at a local Walgreens doing some digital picture work at the self serve Kiosks. The pictures were of him and his friends on motorcycles. While he was pulling up and manipulating the images a person standing behind him said, “Nice bike.”
To which our friend replied, “Hey thanks. Do you like motorcycles?”
(Notice rather than blather on and on about his own motorcycle, our friend turned the conversation immediately to the other person. Not out of ‘trickery’ rather, he was (and is) genuinely interested in others; a key trait for sales success.)
A warm and friendly conversation developed and our friend revealed that although he didn’t sell motorcycles, he did work at the dealership and would like to invite this person down to look around.
Our friend introduced the interested party around, showed him some stuff and you guessed it … the person bought a motorcycle!
Why was this dealership person successful?
- He realized the opportunity
- Made a personal connection.
- Extended a personal non-threatening VIP invitation
- Kept his commitment by giving a no pressure “behind the scenes” look at the dealership.
- Didn’t rush the guy.
When I asked this person initially if he sold motorcycles, he said, “No.”
I disagree. |
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| Feel free to share this info at your staff meetings, use it for training sessions, or in conversations. Co-workers not signed up? Forward this to them. Our goal is to help you be, have and do more for you and your customers. |
When Ups are Down:
What to do when floor traffic isn’t what you want it to be |
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One of the funniest things I’ve heard in some time. A new dealership employee inquired, “How do I disclose the negative equity on a stolen motorcycle?”
My guess is to call the police!
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