Bruno Schirripa, business manager for Performance Harley-Davidson in New York has, with his dealer principals guidance, has been getting more involved in helping to develop the entire sales process at his dealership.
And the team’s efforts are paying off. Performance Harley-Davidson’s business office in January was 107 percent over projections. Bruno tells us how he did it”
“The sales team is using “expert language” and setting up the customer properly (we covered this in the 17 Ways to DRAMATICALLY Increase Your Persuasiveness Webinar; available on-line).
Another phrase that has made a tremendous impact on the sales of H-D ESP: “Do you have a Harley Davidson Extended Service Plan on your trade? Because our dealership looks more favorably on those that do.” That phrase and the extra cash I give them for saying it has made the difference.
We are providing bonuses for sales staff on each ESP we sell if we have clear proof that they made the statement to the customer and checked the box on the buyers order. I also have them trained to state the fact they mentioned ESP to the customer as part of our turn-over dialogue.
We have also instituted a salesman of the month program. There is nothing more motivating to a salesman than extra money and public recognition. A plaque and $150 did the trick. They shattered the sales goal for Jan. and are on track to hammer the goal for Feb.
There was also a stipulation to me from the sales team . . . they promised to say anything I ask them to as long as they don’t have to listen to another Mark Rodgers recording!