Old car dawgs look at the techies and see clerks, while techies look at the old dawgs and see dinosaurs. Whether your sales team includes more dawgs, more techies or an even mix, you know each generation brings a unique talent to your sales floor and your bottom line. By combining the best of both worlds, you can really make a positive impact on performance and profits.
Think about today’s typical car shopper. Armed with ample resources to research pricing, quality and reliability before visiting a dealership, this shopper tends to be much more savvy and well-informed than in years past. This shopper also wants to be “enrolled” in the car buying process, not hard-sold.
That said, today’s car shoppers still have a strong desire to meet an expert who can answer questions and guide them through the process. Mere order-takers aren’t going to fulfill expectations, and the same goes for the salesperson more interested in hard-selling than listening.
That’s why the best solution is to combine the tools and techniques utilized by dawgs and techies. Somewhere in the mix is the right blend of listening, providing information and offering solid guidance — all in an environment in which the prospect feels heard, respected and comfortable.
There’s a lot of opportunity in today’s marketplace and countless ways for customers to reach your dealership. This ultimately gives you more options to create unique processes and cultures in your store, close more deals and add market share.
The challenge I’ve seen in most dealerships is that dawgs and techies spend too much energy battling each other, typically with little intervention or direction from the higher-ups. Both sides are left to their own devices, ultimately costing everyone more deals. It’s totally insane that all this energy is spent internally rather than being used to improve performance storewide.
And that’s where you come in. You are their leader, coach and mentor. You know that each sales type has unique talents. If you can create a culture and processes to marry the two, you can create an atmosphere of productive focus, accountability and teamwork.
If you’re a young dealer or manager, take a moment to consider the state of today’s auto industry from the perspective of your old car dawgs. For years, all they needed was a pencil, a worksheet, a little common sense and personality, and a desk man who knew how to work the deals. Veteran salespeople have talent and experience, and they know how to close. So they are far from being dinosaurs.
But today, more than 80% of all prospects are researching and sometimes even purchasing through the Internet. What’s a talented and tenacious old car dawg to do? The solution is simple: Combine their experience and talent with the techies’ digital acumen. Not only do the techies get to learn new (OK, maybe old) techniques, but the old dawgs can learn a thing or two about embracing new technologies and techies as a whole. Here are four key points to keep in mind:
A long-term goal for every dealer and manager is to help their sales teams work together in increasingly effective ways. Convince your old car dawgs and new-age techies to step outside their traditional roles and embrace a hybrid approach that’s both timeless and timely. Nobody wants to split a deal, but when the choice is between securing the deal or no deal, it’s your store and your rules. Your salespeople will ultimately thank you for the boost in their commissions.