Everyone has heard the phrase "Desking the Deal," but many seem confused as to what it really means. As the saying goes, there is a time and a place for everything. So it goes with desking a deal. Every customer and every sale is different. There may be some similarities from one deal to the next, but they are very unique. For that reason, it should be the quest for every manager and sales associate alike to constantly be perfecting their skills and be on watch for moments of opportunities. "Desking" is the art of the deal. It's the moment where all your experience and skill has to come into play. Miss that moment or play it wrong and you just might have made it easier for your customer to buy down the street. Let me explain exactly what I mean by providing some dynamic tips for desking a deal.
1. Shortcut Equals A Short Circuit.
Shortcut your sales process and the whole thing will blow up in your face. You have a sales process for a reason. Resist the dark side and stick to your process despite all temptation. In these trying times, sales associates are going to be tempted to cut to the chase at the first hint of a quick sale. It's just in the human nature. We have all experienced some type of instant gratification. It's just like putting a dollar in the slot machine and hitting the jackpot on the first pull. We want that experience to happen to us every time despite the overwhelming odds against us. As a manager, you have to preach to your congregation against this temptation at every opportunity.
Here's an example of what I mean:
A customer comes in and wants a black Fat Boy. "I've got one right over here your associate replies." "Great replies the customer, I want to be at $18,000.00 out the door." At this moment, the slot machine in the associate's head is spinning like mad. There is nothing on the associate's face that even resembles a poker face. The commission is already spent and before the dials have stopped the associate has said something like: "If I can will you?" or "Sure!"
"Don't you want to hear about my trade?" replies the customer. Now at this point, the self inflicted gunshot wound in the foot is certainly not a million-dollar wound, but the equivalency will be spent trying to save the deal. Now you run the risk that the customer may become weary of the backpedaling and scrambling to get back to square one to work this deal correctly. Not to mention, the customer may just decide to start over someplace else.
2. You Can't Make A Deal On The Fender Of A Bike.
Your associate has followed the process and presented and demonstrated the product well. Your customer is excited and seems interested in making a purchase. The trial close has been offered, but the customer doesn't want to sit down and make a deal. This is when the "Warning! Warning! Danger Will Robinson!" signal should be going off. At this point, you don't have a buyer. Now that doesn't mean you don't have a potential buyer. It just means you don't have a buyer right now.
This is the point where the dark side has claimed many a sales associate and manager alike. The temptation is to start throwing anything at the customer like rate, payment, service, tires etc, etc, in the hopes that something will magically make the customer say: "Yes, I'll Take it!!" The same is true for trade values. You can't discuss them while leaning against the new bike. If you are allowing your sales staff to get a guide book and quote values you should stop that practice immediately. All that is happing is shortcuts and the sales process is being compromised. You have also just given the customer more information and ammunition to take to your competitor.
There has to be some private or semi-private area that the customer and sales associate can sit and discuss business. After all, this is business. In fact, its big business and the customer as well as the dealership deserve to have their privacy respected. If you can't get your customer to sit down, you must loop back through the process to determine if something has been left out that is preventing the customer from totally bonding with the bike or if there is some other objection. It could be as simple as the customer wants the approval of "the significant other" and now by throwing everything at a customer you could have very well pressured the customer into starting over someplace else.
Another suggestion would be that this is also an appropriate time for your dealership's value added proposition. If the customer isn't ready to sit down and talk turkey, then stress the value and commitment of the dealership. Make the customer know that not only do you want their business, but you want them to belong to the dealership's extended family.
3. Phone A Friend.
There is no shame on the part of the sales associate in asking for help from the sales manager or a more experienced associate. As a matter of practice, the sales associate should take opportunities to introduce customers to managers and owners alike. It should also be a practice for managers to interject themselves into the sales process if for nothing else than to welcome and thank the customer for visiting the dealership.
Additionally, should the need arise for assistance from the manager the customer will not feel that they are being ganged up on or that a complete stranger is now in the mix. The sales associate cannot be expected to remember or recall every possible option.
A well spoken thought or suggestion from the manager could just be the thing that reassures the customer and closes the deal. Now, most will say that is nothing more than "touching Desks." Yes, that all empowering moment when the fledgling sales associate consults with their manager for wisdom in answering questions like; "They said this" or "They said that." "What magical "word track" do I reply with All-knowing One?"
Word tracks, take-aways, etc. work in specific situations, but I'm talking about the most important thing you can use to get the customer to buy from you and your dealership and that is experience. The customer is craving your experience with the product, with riding and your riding adventures. Use it all to your advantage and convey to your customer that you not only talk it, but live it as well.
4. No Pinball Machines.
Your sales associates are an asset. They also need to be dedicated professionals and carry on intelligent conversations with their customers. They do not need to be saying to a customer, "Let me ask" and then be going back and forth to a manager like a pinball in a machine. There has to be freedom with fences. The sales associates must have parameters to operate within. There must be value items that they can add to a deal in lieu of discounting price. They also must be able to function as a team. This requires dedicated attention from the manager and is as challenging as coaching any kind of team.
Now every team has its stars and standouts, but nobody ever won the Heisman trophy all by themselves. It takes everyone working together to create a positive buying experience. Don't hesitate to get involved if something isn't going well. Your sales associates are not going to learn by osmosis. Think of them as apprentices; they will learn best by observing and participating. One can read all the books on swimming that have been written, but only after they get in the water are they able to apply and correlate techniques.
5. Failing To Prepare Is Preparing to Fail.
The motorcycle industry as a whole draws customers with varied backgrounds and interest. How many times have we negotiated with the banker, lawyer, and even the doctor. All highly skilled negotiators in their own right, not to mention the fact that they have done their homework before coming to the dealership. Common sense would dictate that sales associates and managers be equally prepared.
You have got to know your product, your competitor's product, trade values and market trends. The staff has to be able to shift gears from one customer to the next. Buyers have many different priorities; technology, rideability, engineering and style. I actually had a customer ask: "Does this bike make me look fat?"
You have got to be prepared for anything. Who would want to be caught off guard and have their reaction to a question blow a potential sale? Interacting with the customer is show time. You are on stage and it's time to perform and you can't deliver if you are not prepared. Some customers may just be trying to bully their way though the sale.
I can't emphasize enough how important it is to keep the poker face on. Don't let it show if they are getting to you. If you do, they will know they are winning. You may have to be firm, but stay positive and an opportunity will present itself if you are prepared to recognize it.
6. Don't Do the Other Guy's Job For Him.
You've worked your deal for the whole nine yards and your customer wants you to write it all down and leave with the information. Some will also ask for the total price to be written on the back of your business card. Every time you commit this sin, you have just done all the work for your competitor and told them what they have to do to take your sale. Managers should be on guard against this practice like they are the watchdog protecting the hen house.
A way to avoid this is by working with the sales staff on controlling the sale. The sales associate has to stay in control of what is being offered in the deal. Again, don't throw everything out to see what sticks. When the associate and customer have hashed it out, the associate needs to say something like: "Your offer is fair. Let's write it up and take a deposit and I'll see if I can get manager approval" If your customer isn't willing, it's not a deal. They only want the information to go and shop.
Here's another one. "Write it all up for me so I can take it to my credit union."
Never, never, never allow that practice (Mark's Note: other than that Brad doesn't feel strongly about this point!).
Ask for the credit union contact information and you will fax it over for the customer. You will need a contact name at the credit union anyway as you will have additional documentation that will be necessary for titling and payment. If the customer is unwilling, you don't have a deal. Managers must play their cards close to their vests. You can't prevent a customer from shopping around. What you can prevent is them from shopping your "exact" deal.
Actually, having the customer shop around is not necessarily a bad thing. If you have treated your customer with respect, a sincere desire to earn their business and also demonstrated the benefits of a customer belonging to your dealership, then the customer interested in a quality, positive dealership will give you another chance. On the other hand, if you've got a customer that's only interested in the "cheap" price, I guarantee he can get it at the competitor, especially if you do their job for them.
7. No Business Is Better Than Bad Business.
Obviously, we all want to make sales, recruit customers and maximize profits. It's why we play the game. Yet, at some point you have to be prepared to say no. Now there is a whole separate art to making people love you even when you have to say no, but for this I'll stick to some basics.
Don't get offended by an offer from a customer and don't be put out by what your sales people bring you. You have to keep the staff as excited as the customers and you can't do that if you are not actively engaged with your staff. The arena of selling does not lend itself to sending in plays from the sidelines.
There are times you have to get in the game yourself. Use the best traits of your personality to negotiate. The best advice I can give is to draw on any and all experiences you have ever had and make it relevant to dealing with your customer or staff. Nonetheless, when all is said and done you have to be able to say no to a bad deal. A quick sale with bad terms can quickly cost you all the profit you made from it and eventually lead to long term financial loss.
We all have business decisions to make everyday. Some of us are in more depressed areas of the country than others. Some have to deal with too many competitors in close proximity. As a manager charged with the responsibility of desking a deal, are you asking yourself the tough questions?
"Is this customer really being a jerk or are they just a tough negotiator? Is there a moment where I can step back, take a breath and realize that there is an opportunity to take this challenge and find an option that will create a win/win situation?
Does this deal make sense? Am I getting something for everybody? Is there a good trade in with this deal that we can sell? Are we getting a finance package? Is there any accessory and service work involved? Does this deal have the potential for a long term benefit for the dealership? Am I leaving anything on the table?"
If you can answer the tough questions and commit to adopting and training these tips with your staff, you will be in a better position to make more and better deals for yourself and your dealership. After all, more good deals in the win column tend to make owners of dealerships very happy and if they're happy, the wheels roll a whole lot smoother for everybody.
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I'd like to personally thank Brad Bacon, of the Liberty Group, for his contribution. Now, follow his example, what can you contribute?
