Jerks buy cars too

I thought I would share with you a old one but a good one. 23 years ago I had a manager named Gary Askins. I walked in to the office an arrogant young kid, (who was experiencing some moderate success in the business and thought I knew it all), I told Gary I was done with my customer. I continued, he's and ass&*@# Gary. This is when I got the lesson I share with everyone two decades later.

Gary said; "no your not, you are not done with that customer until I tell you that you are done with that customer go show them the 96 Jetta."

Troy said; "they won't buy the Jetta, they want something bigger"

Gary said; "how do you know? did you show them that car?"

Troy Said; "no, i just think........."

Gary said; "not sure you heard me then, i don't care what you think, go show them the Jetta and sell it like it was gold"

Troy said; "ok boss will do"

An hour and a half later (after we delivered the Jetta) I was in the Gary the GSM's office getting my head ripped off. He proceeded to tell me that there are two people that no matter how long I am in this business I will not have the luxury of making decisions for.

One: The customer

Two: The Dealer

Today I still not only teach this concept, I still adhere to it myself. I can't tell you how many times I have relived that same scenario with me playing the part of Gary. We simple can't afford to think for the customer. Only they know what they will buy and if sold with enthusiasm we can sell them 50% more than we do without. I made that decision for the customer which I truly have never done since.

WE ARE NOT BUYING THE CAR. THEY ARE. LET THEM MAKE EVERY DECISION REGARDLESS OF OF OUR OWN THOUGHTS. WE OWE IT TO THE OWNER/DEALER. SECONDLY, UNLESS YOUR NAME IS ON THE SIGN OR THE STOCK PAPERS, WE DON'T OWN THE PLACE EITHER.... IT IS UNFAIR TO THE OWNER FOR US TO MAKE ANY DECISIONS THAT WOULD POSSIBLY COST THE DEALERSHIP A DEAL AND GROSS.

So gather up the troops today, talk about the simple fact that they are not allowed to make decisions for the customer or the dealer. Round table it for a few with them and see what type decisions you can come up with that maybe they are making for the dealer or the customer. Here is one example to get it started.

Follow up call: I know every store is different but historically we stink at follow up calls. If we didn't we wouldn't need all the BDC's we have now. If a salesman makes the decision to put off calling a customer that really should be followed up he just made a decision for both the customer and the dealer. He made a decision for the customer that he didn't think the customer would want a follow up call and wasn't close to or serious about buying a car. He also made a decision for the dealer that the customer was not worth follow up. If he is wrong, the customer lost out on a good deal from a good dealership and a good salesman. The dealer lost out on $3000 GP. That decision of making that call is not a luxury that sales man should have.

This was a tough one for me to put into words the way it comes out in a sales meeting. I hope it made sense to all of you who read this every day. And, Gary if your out there, thanks for being a good manager and not allowing me to get bad habits that are hard to break. I turned out ok it seems....

Remember, Jerks buy cars too,

Troy Spring

President

Dealer World

www.mydelaerworld.com

troyspring@mac.com

1-888-904-9994

At Dealer World our job is to make your life inside the dealership better. So we spend our lives creating and executing ways for you sell more cars and hold more gross every day.

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Comment by Mark Phillips on April 1, 2012 at 9:22am: good stuff Troy.

Comment by Manny Kokolis on April 1, 2012 at 8:30am: Great stuff, Troy, as usual. However, I must add that if you guys could sell a 96 Jetta twenty-three years ago, you guys were REALLY good. Where can we sign up for that program?

Comment by Troy Spring on April 1, 2012 at 8:11am: To everyone who commneted on this. Thanks... I always loved that story because it was in a time of my life of learning from some really strong managers and in the critacl zone of maybe developing bad habits.. I am glad I had strong managers at that time. We oew it to the new generation to be that tough on them and develop more "CAR GUYS".

Comment by Troy Spring on April 1, 2012 at 8:08am: Paul, great story... There is always more than you hear. Thanks

Comment by Troy Spring on April 1, 2012 at 8:07am: Bill, How true right.. thanks for the commnent

Comment by Bill Gasson on March 31, 2012 at 7:14pm: Troy,100 % of the product a 100 % of the time ,those memory's stick . Thanks

Comment by Paul J. Deery on March 31, 2012 at 3:40pm: Troy, you brought back a memory of a customer on a new 1994 Starcraft GT, with a list of $45,000. Seems that when the gentleman of the house told the salesperson (clerk) that his business partner ran off with all their assets, the clerk, made the decision that they couldn't purchase and dropped the couple like a hot potato. As the Manufacturer's Rep., I took over the presentation.

The next day the couple returned with a check from the wife's parents. She wasn't going to let ANYONE stand in Her way of purchasing what She wanted. I had the manager give the deal to an enthusiastic rookie. The commission was $1,800.00.

Comment by pete zacharia on March 31, 2012 at 2:10pm: Very well said! Hats off to you...

Comment by Craig Lockerd on March 31, 2012 at 2:09pm: Yep,only two people authorized to stop the sale,and the salesperson is NOT one of them!

Comment by mark lucas on March 31, 2012 at 2:09pm: Thanks Troy its right on!