It takes a certain type of personality to master the world of sales. The fast-paced, cutthroat, unrelenting nature of the industry is enough to leave most people begging for a position in just about any other field. However, when an individual manages to muster the courage to learn the right tactics, and more importantly, implement those practices into the real world, the sky’s the limit!
You’ll be starting at a disadvantage, since most of society shares the popular, negative notion of the salesperson as pushy, manipulative, and arrogant. This is especially true when it comes to car salespeople and car dealerships. If you follow the four simple tips outlined below, you will not only change the public’s perception, but will also put more money in your pockets!
Listen – The Customer Comes First
Every single individual and family that walks into a car dealership is unique. They have different preferences, lifestyles, finances, and vehicle models already in mind. Schlepping them around the lot, showing them the most popular cars, and flooding their minds with a flurry of facts, figures, and statistics is a likely way to lose a sale. When a salesperson introduces themself to a prospective buyer, their only concern should be to LISTEN! Hear what they’re looking for, understand their background, and help them make the best choice possible that matches what they want. This will not only leave the salesperson earning a nice commission, but will help them in forging a relationship with a client
Car dealers should be looking for this type of interaction between sales staff and customers. It may seem like a hard skill set to come by when hiring an employee, but by implementing stronger talent acquisition practices, you’ll be more likely to find great salespeople. Subjecting candidates to numerous interviews, offering formal training, and providing long-term incentives, will result in a lower employee turnover rate, and higher sales.
Ask the Right Questions
Being bombarded with technical questions can be overwhelming for most buyers. It is important that the salesperson put themselves in the client’s shoes. Ask them questions that are geared less towards the fact that they’ll be spending $25,000 on a new car, and more towards what the car has to offer: “Can you picture yourself driving this car?”, “Will this car accommodate your family’s needs?”, etc. Doing this helps the client feel more secure in thinking the sales staff has their best interest at heart, which they should!
The car dealer has an important role in making the client feel like they’re being looked out for as well. They are responsible for creating inviting advertising campaigns. While many car dealers are quick to advertise a new $60,000 Range Rover, or their new line of BMWs, they forget that most people can’t afford such high-end cars. Dealers must be fully aware of the market they are in, the clientele they are serving, and the buyer’s average budgets they are dealing with. Marketing more affordable and efficient vehicles will drive in foot traffic and make customers feel more comfortable when shopping with your dealership.
Know the Factors of a Negotiation
If the salesperson has done everything right and has intrigued a customer enough to want to sit down and hash out plans to buy a car, they should be prepared for what could turn into an in-depth negotiation. Knowing the factors that play into the negotiation is step one, and it is important to keep those factors in mind when negotiating with a client. Negotiation factors include payment plans, trade-in value, sales price, and down payments. Knowing how each of these affects the salesperson’s commission, the company’s earnings, or the customer potentially walking away from a deal, is important in order to successfully negotiate a deal with them.
The success of a car dealership is entirely dependent on the sales team’s capability of generating profit through these deals. A team is only as strong as its weakest link, so it is the responsibility of the dealer to ensure that the weakest link is as strong as possible. Monitoring employee performance helps identify the strongest and weakest performers so that managers can provide extra training and/or distribute bonuses when needed. By using a well-designed CRM software, tracking employee performance can be a simple task, and will help the dealership in determining who the best salespeople truly are.
Keep Up with Industry Advances
Keeping up with the latest trends and practices in the industry is important for any professional field, car dealerships included. Advancements are happening faster than ever, and are becoming increasingly difficult to manage. CarDog is a helpful tool that dealerships should be using to help optimize their work efforts on a daily basis.
CarDog is a first-of-its-kind CRM specifically designed for independent car dealerships. CarDog allows you to track sales, communicate with employees, gather and distribute leads, manage inventory, conduct website management, and more, all from a mobile device. Without a doubt, CarDog is the primary organizational tool that dealerships should be using to make their job easier, and it is quickly making a name for itself in the American marketplace.