Where should dealers and sales teams focus their efforts to drive more success? In today’s episode of Inside Automotive, host Jim Fitzpatrick is joined by Alan Dickie–a speaker, sales trainer, automotive talent acquisition expert, founder of The Entrepreneurial Collective, and president of Alan Dickie Inc. In today’s insightful conversation, he shares key strategies to help dealers drive more traffic and improve their bottom line.
Despite the current challenges in the marketplace, Dickie says that real “crisis” is the flood of negativity. He believes success is rooted in understanding a few fundamental laws. When these laws are understood, there is an avenue to prosperity regardless of the external factors.
Focus on what can be controlled
Dickie urges leaders to concentrate on the controllable aspects of their business. He draws a parallel to the early days of the COVID-19 pandemic. Some individuals descended into panic while others focused on adaptation and thrived. This positive mindset led to one of the most prosperous eras in the history of retail automotive.
The most important area dealers can control is team development and delivering consistent, high-level customer experiences. Despite market shifts, the customers’ needs remain constant.
Success in closing deal, Dickie explains, starts with understanding wht drove a customer into the dealership. When a salesperson listens intentionally and solves a customer’s problem, the sale becomes a natural byproduct, and customer loyalty follows.
Don’t ignore the power of social media
Social media is a powerful tool to self-promote without waiting for external exposure. Dickie encourages sales professionals to use it as an avenue to position themselves directly in front of customers that they otherwise wouldn’t have been able to reach. By extending their reach, salespeople can more easily filter out customers in the marketplace who are solely price-driven. While aggressive pricing strategies may be a necessary evil to attract some customers, they are not a sustainable long-term strategy for building a profitable business.
Leaders must frame social media as an opportunity for personal growth, not just company profit. When salespeople see it as a platform to build their personal brand and customer base, motivation and results follow naturally.
Hire for attitude, not just experience
When hiring, Dickie warns against overvaluing experience. When someone has experience doing things a certain way and their environment changes, they can often find it difficult to adapt. He recommends evaluating a candidate’s energy along with their experience. Do they seem energetic and open-minded? They’ll likely do well, and the leader should take on the responsibility of investing in the new hire to help them develop into a high performer.
In addition to hiring for positive attitudes, it’s also important to maintain the team’s morale. A single negative salesperson, even one who moves 20+ cars a month, should be removed. While on the surface it may seem like that individual is bringing a lot of profit to the business, the dealership is actually losing money with their presence if they’re affecting the performance of others. It’s better to pour into the team and get others to sell more vehicles than to rely on the one individual who is dragging the team down.
Leaders must stop operating their business with a scarcity mindset and be prepared to make bold decisions to elevate their teams.
The evolution of digital retailing
Although customers are arriving at the dealership more informed than ever, with clear expectations on pricing, models, and financing, well-trained salespeople are indispensable. Digital tools are designed to enhance the car-buying process, and they can’t replace the value that the human connection delivers.
“People don’t buy cars; people buy people.” – Alan Dickie
