By Scott Bergeron Adapted from article published in multiple state issues of NIADA,
03-2017 [PDF VERSION]
Louis Pasteur said, “Chance favors the prepared mind.” When it comes to sales, this is the most important driver to long-term success.
Selling a vehicle comes down to two essentials. First is having someone to talk to who can buy. Second is being prepared so you don’t ruin your chances when you do have someone to talk to. All of this means being organized in how you manage your sales process. The ultimate goal is to turn every opportunity into a sale. And since a 100% closing ratio never happens, the goal is to increase your batting average by consistent and correct execution of the basics.
Shooting from the hip strategies never work as a game plan for success. Here’s why: Off-the-cuff processes typically rely on force of personality, which can be hit-and-miss depending on the salesperson’s mood. Charm may captivate one prospect and turn off the next, feeling as if it’s a put on. It can enthrall and entertain people in short bursts, but it will only seal the deal with a select number of people. Salespeople accustomed to this type of selling may achieve a certain level of success, but it won’t ultimately rival what a well-organized and prepared salesperson can accomplish over the long term.
Another analogy helps drive home the point even further. We call Denver home.And the Denver Broncos are as close to a religion here as a sports team can be.In January, the Broncos coach Gary Kubiak resigned, citing health issues creating an inability to put in the amount of preparation time necessary for his standards. For him, that was a 5 AM-10 PM regimen. The results of this approach are significant—in his first year as head coach, the Broncos won Super Bowl 50, proving the guy definitely knows his stuff.
That said, there are likely very few salespeople that want to spend 17 hours a day preparing to sell cars. So, it’s important to find ways to help sales teams achieve. Here are a few important tips to develop an effective preparedness plan that doesn’t micromanage salespeople or make them feel like they’re stuck doing unnecessary hours of “homework”:
By deploying a consistent, balanced, and inspected sales system, you can steadily increase your bottom line and build a solid sales team for the long haul.
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Scott Bergeron is a former dealership executive and the founder and principal of Daily Gameplan, a sales team performance company.