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How to maintain your competitive edge in the current automotive marketplace

For over 35 years Joe Verde Group has been a lead trainer for dealers, managers, and salespeople around the world. Each month here on CBT News, Sean Gardner, Instructor and Sales Trainer with the Joe Verde Group joins us to give us insight on training and what you can do to maintain your competitive edge in the marketplace.

Moving forward dealers need to focus on how to reach improvement goals says Gardner. You can order vehicles. At dealer groups, there are a lot of cross-selling opportunities. He believes selling two to four extra cars is doable.

Related: The difference between a ‘deal killer’ and a ‘deal pauser’ when handling client objections

The result dealers want only represents 25% of the success of goal setting. 75% of the success of goal setting is the plan. Gardner says it takes discipline to follow the plan. He asks the question, what tools are you going to use to go from selling 8 cars to 20? That is where training comes into play. Salespeople need to focus on giving better demonstrations and presentations on the vehicles they do have in stock.

customer194% of all realistic goals that are written down and reviewed daily are achieved says, Joe Verde. It’s not just about the plan and daily routine but skills that are developed to do a better job with the customers you already have. Gardner says salespeople need to learn specific skills and strategies on how to handle current price objections.

Gardner says they teach a technique about rephrasing price objections. The technique makes things easier to handle to give salespeople more ways to go. He says to make it about the experience, not the price.


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CBT Automotive Network is a multimedia broadcast platform serving automotive professionals. With interviews featuring the biggest names in the industry, daily newscasts following top stories, up-to-date market data, and exclusive articles covering the latest industry trends, CBT is the leading voice of the retail automotive industry.

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