The holiday season is in full swing, meaning now is the time for dealers to implement the right sales strategies and drive traffic to their showrooms. However, with demand for vehicles cooling and car prices falling after the COVID pandemic, many retailers are battling a slowdown in showroom traffic, making it difficult to identify opportunities.
On this episode of CBT Now, host Jim Fitzpatrick is joined by Sean Gardner, instructor and sales trainer at Joe Verde Group. Gardner is a veteran automotive sales representative who has dedicated his career to coaching dealers across the U.S., allowing them to boost sales and improve customer retention. In recent years, he has assisted thousands of retailers as they have adjusted to the post-pandemic economy. Now, he discusses the most important sales strategies to win over as many car buyers as possible in the final weeks of 2023.
1. When traffic to the dealership slows down, dealers must find ways to create their own traffic.
2. Gardner offers three sales strategies to bring more engaged car buyers into the showroom. First, dealers can boost traffic by enhancing the execution of their current tactics. By re-examining the way team members are pursuing opportunities, retailers can ensure less time is wasted and fewer stones are left unturned. Phone calls are one of the most overlooked areas in the sales process and are an excellent place for dealers to begin making improvements.
3. Second, dealers can create more in-store traffic by following up with previous customers. Gardner notes that 80% of car buyers do not remember their salesperson’s name one year after making their purchase. By ensuring team members stay in touch with clients, retailers can maximize the life-long value of their customers.
4. Third, dealers can implement more effective sales strategies to follow up with consumers who did not buy a vehicle after visiting the showroom. Gardner warns that there is limited time to contact these potential buyers before they purchase from a competing dealership. By coaching their team members on the art of follow-up phone calls or texts, retailers can boost sales and improve customer retention.
5. Gardner urges dealers to continue searching for new sales strategies that can drive traffic to the showroom. Something as simple as calling a prospective client after they fail to respond via text can be the difference between closing a deal or losing a deal.
"So if traffic is a little down right now, us as dealerships, us as salespeople, what do we gotta do? We have to create our own traffic." — Sean Gardner