4 ways to generate more traffic to your dealership — Sean Gardner | Joe Verde Group

A salesperson can't achieve above average unless they learn to use the phone.

2023 dealerships must get off to a solid start to ensure the success of their year. Today on Inside Automotive, Sean Gardner, Instructor and Sales Trainer for the Joe Verde Group, outlines how to attract good quality consumers to ask for your salespeople by name.

#1- Improve the opportunities that dealers receive.

Gardner claims that selling dealers’ existing inventory is not about how many customers you can sell to or how many incentives you have. “You have to maximize what you have,” claims Gardner. It is essential to take your time and perfect your skills. “If you only have one consumer ask for you by name, then take that moment to polish the skills you currently have,” he continues. These consumers will make it simpler for salespeople to close deals, earn a profit, and maintain higher CSI levels when they are addressed by name.

#2- Focus On Follow-Ups, Especially With Customers Who Walked Away From A Deal Right Before It Got Closed.

When it comes to bringing customers back on the lots, salespeople will need a strong sense of urgency. Two-thirds of all consumers, according to Gardner, “will buy if you can get them back into the dealership.” This occurs during step one, which involves developing a rapport with the client. Second, “ask them, what the one thing was that was holding you back? “

More: Joe Verde’s word to the wise: ‘There are no shortcuts in the selling process’

It’s crucial to remember that salesmen should actually listen to what consumers have to say rather than giving them a list of options. “If you can identify their real objection, any question asked could help you close the deal,” adds Gardner.

#3- Call Your Previous Customers And Ask Them If The People They Know Are Looking To Buy A New Car.

Gardner cites the stats that: 95% of past clients will purchase another vehicle; 30% have a family member wanting to get a new vehicle within the next 90 days; and 62% have a coworker, neighbor, or friend looking to purchase within the next 90 days of their transaction. 

#4- Orphan Owners & Service Cistomers. 

These are going to be the customers that already adore the store and the products, they just don’t have a salesperson at the moment. Since the front door or phone represents 50% of production for the month, “by asking the pipeline filler questions, you can build the traffic for your own success,” adds Gardner. 

According to Joe Verde, “A salesperson can’t achieve above average unless they learn to use the phone.”

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