With the car market becoming increasingly consumer-friendly in the wake of the COVID-19 pandemic, dealership salespeople must prepare themselves for a more normalized environment. Unfortunately, due to steep turnover rates, many who entered the car business in recent years have never seen what a “typical” market looks like and thus lack the knowledge, tactics, and strategies to be competitive and effective.
On this episode of CBT Now, host Jim Fitzpatrick is joined by Sean Gardner, instructor and sales trainer at Joe Verde Group. Gardner has helped many dealerships close more deals and acquire more leads through his pragmatic approach to education and extensive experience in the sales department. Now, he shares the top techniques salespeople should learn now to prepare themselves for the coming months of auto retail.
Key Takeaways
1. Gardner stresses the importance of not giving up on potential customers. Salespeople must always follow up with clients who showed interest but have yet to make a purchase, as there is often a significant chance of closing a sale upon their return.
2. Gardner stresses the value of prioritizing “hot” leads over others. For instance, incoming sales calls are much more likely to result in a purchase than emails or texts. He notes that these calls indicate a high level of customer interest and intent to buy.
3. Salespeople should strive for perfection in the sales process. Since many customers already have a strong intent to buy before visiting the dealership, a well-executed sales presentation can significantly increase the chances of closing a sale.
4. Reconnecting with former customers and engaging with repair and maintenance clients in the service center are also effective strategies for generating sales. Salespeople should leverage all the opportunities at their disposal.
5. A positive mindset and creative approach are essential to the sales process. Gardner notes that dealers who instill a positive and proactive attitude in their salespeople and encourage innovative tactics can generate increased sales without the need for additional resources.
"Let's not give up with our hot, unsold working prospects...Do you know that if you get that unsold customer back in your dealership, you have a two-thirds shot at closing them that second time in?" — Sean Gardner
