Hiring Mistakes Dealers Make When Looking For Sales People

Let's be honest, placing ads for hiring sales people is the least fun thing to do in the business. You have to design it, place it and then wait. And, since your primary role is to sell, service, and deliver vehicles, your creativity just isn't into this. You never know when an interview will show up, how to determine if they're qualified, or when to decide if they should even be hired.

So, here are some tips that may help you out.

1. Stop running permanent ads in the same place. Your potential audience has seen the ad and have chosen not to answer it. By continuing to advertise, you create an impression that no one wants to work for you.

2. Short ads don't sell. When you advertise your dealership to the world, do you say, "We're the best! Stop in and buy from us?" Of course not. Then why would you expect two lines to produce top quality people?

3. Eliminate those you don't want to apply. Don't be afraid to be specific. While you will limit the number of those who respond, they will be exactly what you're looking for.

4. Limit your interview days. Don't let people come in whenever they feel like it. That will become their work ethic. Create a sense of urgency. Tell them that you expect to have the position filled immediately and then advertise for two days of interviews.

5. Hire immediately! If someone is looking for a job and you interview them on Monday, do you think they are going to stop looking? Then, don't be surprised when you call them a week later and they tell you they've already found something. If you have any doubts, just say "No."

6. Don't make promises you can't keep. The #1 reason people quit within the first 90 days is because they were promised ongoing training and it never came. If you're not going to do it, don't put it in the ad.

7. Be like George Steinbrenner and hire the talent. In other words, if you're looking for two people and three show up with incredible talent, take them all. Most talented sales people will bring an increase in traffic anyway so no one on the floor will suffer.

8. Remember the key ingredients to the sale apply to hiring as well. First sell yourself. Then sell the dealership. Then, the product, etc.

You invest in advertising to attract customers, you invest in great equipment for your service department, and the investment inyour dealership goes without saying. Wouldn't it make sense to treat your future growth through your sales team exactly the same way?

John Fuhrman is the Senior National Sales Trainer for THE DEALER RESOURCE GROUP. If you'd like to learn more about how we can design ads that bring in the right amount of people in a short period of time, please email us back and we will send a complete overview of what we do and how we do it. For dealers who want to keep up on our articles, training, and package specials, register at DEALER REGISTRATIONand we will notify you of all programs as soon as they are released.

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Comment by Marsh Buice on August 29, 2011 at 8:49pm: Great tips, John!!

Comment by Rick Williams on August 29, 2011 at 1:45pm: Well Said..........You go John.......Rick

Comment by John Fuhrman on August 29, 2011 at 1:17pm: Thank you Rick.

You're exactly right. If a person is talented and someone you want to represent the dealership, SELL THEM on why your store is the place to be. That's one of the things we always stress in our ads - this store is the place to work if you want long-term job satisfaction.

It's funny. If you asked a dealer if they knew how to paint a wall, most would tell you, "yes." But, they'll hire a painter to get it done. Hiring top people is a bit more critical to any operation than what shade the wall color should be.

Comment by Rick Williams on August 29, 2011 at 1:12pm: John ....good content and your right if your going to do it yourself sell the the applicant why they should come with you .....i,e, because your the best,have the best employee satisfaction etc ,2nd if your would prefer outsource to a professional recruiter/trainer that is focused exclusively on knowing how to obtain the beat candidates available at the time of your needs ......again good post......

Comment by John Fuhrman on August 29, 2011 at 1:08pm: Thanks Tony. Come on down to the spring car show at the beach.

Comment by Tony Provost on August 29, 2011 at 12:00pm: john- great post! love the picture.

Comment by John Fuhrman on August 29, 2011 at 10:10am: Thanks Steph. If we keep sending the message, we can generate the right results.

Comment by Stephanie Young on August 29, 2011 at 10:02am: Solid tips, especially #6!!! The integrity to be honest is such a valuable tool in not just recruiting but in business. Great share, John.