It’s usually easy to tell who’s a great salesperson in a dealership. They’re the one with the employee of the month awards, track records and reoccurring bonuses.
One would imagine it to be equally simple to spot a terrible salesperson. However, depending on the size, policies, and accountability of a dealership, lousy salesmanship can be more difficult to detect. And if you’re the awful salesperson in question, you may not even be aware that your practices are holding you back. Here are a few ways to identify if it’s time to improve your delivery so that you can rise to the top of your dealership’s salesforce.
#1. You Still Stick to the Script
Starting out, it’s possible that you received a script to help get you used to your dealership’s sales methodology and terminology. Or, you may have created your own script to help you through cold calls. While scripts can be helpful during those early nervous days, if you’re months or even years in and still relying on your script, it’s time to evaluate your sales pitch. Sticking to the script will keep your delivery wooden and impersonal. A good salesperson creates a rapport with every new customer and can improvise depending on the situation. So if you’re still glancing at sticky note prompts or reading off your screen, consider slowly stepping out of your comfort zone and experimenting with new lines.
#2. You Left School and Never Looked Back
In this day and age, nothing stays the same for long. Be it technology, new scientific discoveries or merely subtle differences in how people interact with one another, there are constant changes in every profession, and the automotive industry is no exception.
For this reason, it is vital for salespeople to continually refresh their training to learn about new industry standards and strategies. If you haven’t even considered taking a course or reading up on the latest car trends, it’s possible that you’ve stagnated. Though you may be making some sales, chances are you’ve also missed many opportunities. It’s time to seek out others to learn how to improve your sales pitches and practices.
#3. Every Customer is a Frustrating One
Do you find that customers are consistently frustrating you? If every call or interaction is an annoying one, it might be time to consider yourself as the source. While there are clients who will be irksome, a trend may indicate that you’re not effective when speaking to customers. You may be having trouble explaining dealership rates and policies, or feel like the customers keep asking you questions you can’t answer. If this is the case, sit down and have a good think about how you can improve your sales knowledge or delivery so that you can once again enjoy your job.
#4. You’re in a Hole
Finally, you might be terrible at sales if you find yourself always making the same kind of sale. Although being a superstar at closing telephone sales might mean you’re simply an expert at certain types of transactions, if you’re just doing “okay” at telephone sales and only telephone sales, you need to ask yourself if you’re sticking to that one medium because it feels safe. If that’s the case, then it’s time to branch out. You may not be as successful at other forms of selling right away, but increased exposure and experience won’t hurt and can even strengthen that other area you’ve been clinging to.
