Things Will Change, If You Don't

Every dealership has an 8-10 step “road to the sale.” Every sales consultant from the novice to the veteran has the same step- by- step process outlining everything from the approach to the landing of a sale. Just as a roadmap (full disclosure, I cannot read one) or navigation system aid the driver in getting to a specific destination, so too does a dealership’s step- by- step program lead a sales consultant through a sale; consistently. That was the disclaimer; the map must be followed consistently in an effort to shorten the trip and make the sale. Make a wrong turn; the trip (sale) will take longer. If you are having a tough month, it is not due to inventory, bad credit, or saying, “Candyman” 3 times in the mirror; you are simply skipping steps.

The “road to the sale” is like inputting the right combination into a lock. When the right sequences of numbers are imputed, the lock is opened. Even though we know the correct combination- during a rough month, we sales consultants are guilty of insanely trying different combinations out of desperation to make a sale. There are 18,333 variations of a 3-digit lock; how many variations are you trying on your customer in an effort to make a sale? Now do you wonder why you are getting mixed results?

Certain customers will warrant adjustments- not changes in the “road to the sale.” If you have a customer who only wants “your best price” or refuses a test drive, you have to adapt and make the necessary adjustments in an effort to get them back on the “road to the sale.” Objections are detours in the road to the sale; although slightly off course, you will eventually find the main road again. Tiger Woods doesn’t change his swing in the middle of a tournament nor does Peyton Manning change the mechanics of how he throws a football; each make adjustments in an effort to win. The same is true for your career; when your “fight or flight” nature kicks in, resist the urge to make shortcuts (flight), and “fight” to stay on the proven course.

When we change course, we end up like a lost traveler, making things more difficult and the trip much longer. Plans work; families prepare budgets, pilots prepare flight plans, writers make outlines, and coaches prepare game plans all in an effort to get maximum results with little wasted effort. Being resistant to change will bring about consistent results.

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Comment by Marsh Buice on May 20, 2011 at 2:48pm: Mike, you make a great point. I have always said customers buy you, your reputation, as well as a good product. Everyone has a good product as far as I am concerned. My point of emphasis was geared to the reason why we get mixed results is due to the fact that we change the whole "blueprint" of the sale. Instead of making some adjustments, we try one thing on one customer then another and another. Consistency is the key to profitability. Thanks Mike for making some great points.

Comment by Mike Scott on May 20, 2011 at 2:31pm: The dealership management and the salespeople are forgetting one very important step. The customer is not buying a car. They do not need a dealership to just buy a car. The Car Shopper is looking to buy a Salesperson. They are willing to pay $20,000 to $100,000 for that salesperson the vehicle is just a freebee thrown in. Treat all people with Respect and Appreciation. Respect them as a person and Appreciatate the fact they are giving you a few hours of their very busy life. As Dr. Tony A. says Treat all People the Way they want to be treated not nessassarly the way you want to be treated. Read: The Platinum Rule.

Comment by Marsh Buice on May 20, 2011 at 11:26am: Thank you for your comments Rick, Sue, Kelly, and Tom- I appreciate your comments. Sue, Seth Godin wrote a blog recently about "Selling vs Inviting" that you spoke of. There is no "selling" and Ipad, you are merely inviting someone to purchase. Our business requires one to "build" value. The more value built the less perceived risk for a client. Thank your all for your comments.

Comment by Tom Gorham on May 20, 2011 at 11:06am: Great article and I also love the observations by Sue. Dealers create a great strategy, strong processes, the latest in technology and tools, and then watch as the sales staff circuumvent the very things that will make them successful. I think what stood out in Nancy's comments the most was, "People... want to... be engaged in the selling process." If we don't engage our customers, we might as well hand our business to the dealer with the largest inventory and lowest price listed on the Internet.

Comment by Kelly Wadlinger on May 20, 2011 at 10:57am: Great stuff!! Printed and handed out to my sales people. Thanks for sharing!

Comment by Sue Brief on May 20, 2011 at 10:47am: Couldnt have said it better myself. I have clients who insist the internet has changed the way things need to be done. Not surprisingly, these are the ones who spend mega bucks on my services, the "best" website, social media, third party vendors and the like. They then complainn about how bad their results are. Took me 5 minutes on the showroom floor to see what the problem is, the sales people circumvent the entire process. When I asked a sales person why, his answer was, " Well they saw the car online, they know the price, why do I have to go through all that stuff?" I told him the answer was simple, becuase these people are buying a car, not a bagel and as such they want to touch, feel, drive and be engaged in the selling proces. If not, they could just click a "buy" button on the website and then the sales person would not be necessary. I find it strange that dealers are willing to invest huge amount of money on marketing and balk when someone tells them they should invest a relatively small amount of money to train their people correctly. It's almost like they expect that the sale is done when their marketing results in a showroom visit. I think it is a function of displaying a "best price" on line. Managers feel as though tere is no negotiation at that point, so they expect the customer to sign on the dotted line in the first five minutes. Until this new and damaging mindset changes I fear a good numebr of dealers are going to look at an ever decreasing ablance sheet and scratch their heads trying to figure out why?

Comment by Rick Williams on May 20, 2011 at 10:18am: Marsh,well said everyone needs to be focused and stay on plan...Success follows

Comment by Marsh Buice on May 19, 2011 at 10:33am: Well put Nancy! Thanks for your addition.

Comment by NANCY SIMMONS on May 19, 2011 at 9:27am: I heard this many years ago and I am not certain who I am quoting...probably Jim Ziegler, Dave Anderson, Joe Verde, or Grant Cardone, but I am certain it came from one of our industry greats! The most important step is the step you are on!!! Think about that...makes a whole lot of sense...and thank you to the Industry great who I am quoting!