Thank you again for your reception to my initial blog on DE. Today I thought I'd speak a little bit about the very first part of our sales process.

The meeting of a potential client is a very important step in determining several key pieces of information, gaining the client's "buy-in" of yourself and your dealership, and to begin the rapport-building that is necessary to success.

What are you saying to your customers, and what are they responding with? "Hello is there anything we can help you with today?" sounds like a nice gentle way to approach a new person, and it is. Let me ask you this though: Where do you go if the customer responds with, "No, we're just looking and will let you know if we need help."? You're stuck! Now if you persist it may ruin that first impression and cause them to walk the other way, and if you leave them be it will be your colleague that approaches them properly and fosters an initial conversation.

Well, let’s look at what we already know versus what we don't. We know that the person/people are there to look at vehicles, and likely have intent on buying one whether in the immediate or in the future (see my other blog about following up your customers). If we have been paying attention, we also know what they currently drove in with (could be a rental, could be an older tired unit, or it could be fairly new). We know that a family that arrives together is in a position to make a decision that day, but we also know that a single male driving a minivan MAY have another decision-maker to consult that is not present at the time.  There are ways around that, but it’s not the part of the process that we’re speaking about here.

What we don't know, but will find out in the next stage of our process, are a few other factors that need to be ascertained before proceeding: We don't know their names, so please start making that a step in your introduction. We don't know whether they've been to the dealership before and spoken to a colleague, so that is an important step in maintaining integrity and cohesiveness on your sales floor. Finally, we don't know what it is they have come to look at, so why not just ask the question?

Although the words may change slightly with each new client, I think it's important to make that great first impression before moving forward through your process.  You hope to show that you are a professional at what you do and that you have a vested interest in helping them find a solution to their transportation needs (as opposed to the vehicle with the highest gross or a big SPIF). Ask the questions that can't be answered by a roadblock. I'll say that again; Ask questions that CAN NOT result in a road block.

"Hello, my name is Russell Grosser and I'd like to welcome you to our dealership. Have you been to visit us in the past?" This can only be answered one of two ways and neither will separate you from the client. If it's a "yes", then you can move to a question that shows your appreciation of their return to your dealership and the opportunity to do business.  "That's great to hear. I (not "we") really appreciate you coming back to see us. When you were here, did you visit our sales department or our service department?" If it was sales, you need to ask who they had spoken with in the past and how long ago that was. This tells you right away if you are scooping another person's client, or whether you can proceed with a clear conscious.  In some cases, your colleague may have blown them off and they will be happy to tell you about their negative experience.  In this case you need to make a decision that will benefit the dealership.  Obviously if they are a service client you can move forward, and likely assume they’re experience at service was positive enough that they are considering giving their business to the sales department.  If an advisor referred them up front, then make sure you take care of that service advisor when the deal is complete.

We’re looking great at this point, so let’s not mess it up with asking if there’s anything we can help them with.  Why not try a question that will not allow for separation again?  Something like, “Well I’m here to do the best I can to help you find something that will suit your needs and lifestyle.  Were you planning to look at new vehicles, or did you want to see some of our previously enjoyed inventory?”  Again, with a smile on your face the customer can’t answer that question in any way other than by saying one or the other.  Now you’re cooking with butter and about ready to move into the Counsel and Qualifying part of the sale.  One thing I suggest doing at this point is to set the customer’s pace before proceeding.  It will help you determine the length of time they have to spend with you, and will prepare them for a professional process.  “Mr. Customer, what I’d like to do today is maybe sit down with a coffee and really get to understand what you need from an new vehicle.  Then I’ll use that information to speak with you about a few options that might suit you, we can select one or two that we can explore in detail, and if I’ve done my job correctly we should be able to find the best solution for you and your family.”  Make it clear that you are there to facilitate a decision and not to force one, but get the commitment to your process at this point which is what will allow you to sell them a vehicle.

When speaking with sales professionals, I always equate our process to a language everyone can understand.  Your potential client is a bank, and every leading question or rapport building action is worth about 25 cents.  Unfortunately, the information a customer gives you is worth a dollar.  What this means is that you need to deposit at least four good actions with a client before you can “withdraw” information.  I personally will ask for the name of the client after the actions mentioned above.  Once I’ve shown my integrity by asking if they have worked with someone else, shown my interest by explaining the process I’d like to take, shown my personality by being friendly and smiling, and established myself as a facilitator rather than a salesman, I feel at that point I’ve earned the right to their names and the first method of contact (by the end of your sales process you should have 2 numbers and an email).

I hope my insight helps everyone be the best that they can be.  We are all amazing people in our own rights, and we all have a very demanding occupation which requires a strong will and personality.  I encourage you to have a look at your process periodically and really define the areas that may be lacking.  As professionals, we should always think outside the box and be open to a new approach.

Thanks for reading.  I look forward to all of your responses.

Russell Grosser

Automotive Recruitment Specialist

auto careers group inc.

www.autocareersgroup.com

604.351.6993