When You Got A Fish On, Don't Cut The Line

The largest Redfish caught on record is a massive 94lbs; if you’re looking for a fight, a “Bull Red” won’t back down. Even a Redfish one tenth of the size caught on record will give you a memory your shoulders and forearms won’t soon forget. Imagine arriving early to find the right spot, bravely basting in the sweltering sun, casting and reeling over and over again, experimenting with dozens of lures until finally that massive Red dives with your hook in its mouth. Your adrenaline is pumping, the hours of fatigue quickly vanish, and the fight is on! As you reel that record Red close to the boat-your boat mate leaning over the side, eagerly waiting with net in hand, you whip out your pocket knife and cut the line…

You’re the first to arrive on the blacktop; bobbing between fielding phone calls, setting appointments, and working the service drive, you take a defiant stand against the sun vowing to outlast the other salespeople-no worries they’ll be too enthralled with their stories of last night’s escapades to notice someone parking in the adjacent lot and creeping into the inventory. With the passing of each up, you change lures. Upon being spotted, one customer catches up and leaps into their ride’s passenger side seat, straining to pull the door shut, telling the driver to “Go, go,” as if they just heisted the local bank. Another customer “loves it,” but has to leave because his wife is giving birth at this very second, while another one wants to, but their credit won’t allow it. Finally the heavens crack open; you do a masterful job realizing your customer’s fear and establishing yourself as a credible person. You reach common ground, establishing rapport and happen to know some of the same people. Establishing their needs, you show them the perfect vehicle. Although still apprehensive, your customers are trying hard to suppress the exciting thought of owning a new vehicle. Then you cut the line…

The customers, now your customers-the ones you roasted in the sun for, the ones you fought through their objections of “just looking,” finally take your well-positioned lure and dive into the uncertain depths of nearly making a purchasing decision and you cut the line, when you asked the bladed question, “How much are you looking to get for your trade?” Upon hearing the amount your customers wish to receive for their trade, with a look of disgust and bewilderment on your face, you no longer motor-vate your customers into making a decision, but instead educate your customers on the value of their sled. With your infinite months in the car business, the lines of experience become intertwined with judging. With past dealings in hand, you squash your customers’ optimism by telling them they have better odds finding Jimmy Hoffa’s body than they will getting the obscenely, crazy amount they want for their vehicle. Thanks to the smelling salts of your challenge, your customers back down. With a whiff of rationale, they decide to “hold off” in making a sudden purchase decision.

Once you’ve attracted and harnessed your customer’s emotions, reeled them into a write-up and commitment, then and only then, should you educate them with fact-based, real-time data such as market reports, auction data, “like mine” days supply, as well as vehicle history reports. It’s hard enough to find the fish, even harder to find the right lure to attract them-don’t screw it up when it’s time to reel them in. I'll see you next time on the blacktop!

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Comment by Marsh Buice on May 29, 2012 at 6:58pm: @David Brother sounds like we drink from the same fountain :) Great post, David-thanks for sharing your post sir and your comments as well.

Comment by David Villa on May 29, 2012 at 5:03pm: Great post Marsh!! I wrote this last month that goes right along with this!! I love the way you equated directly into a car deal!

Fish or cut bait. (Stop "Keeping an aquarium" and start "Reelin' em in")

Fisherman: A person who catches fish for a living or for sport. An Angler

I grew up in the greater Tampa Bay area in the beautiful state of Florida and spent my entire childhood fishing with my grandfather. He was a true "fisherman". He seemed to always know where the fish were biting and always knew exactly how to catch them. Rarely did he ever set out for a day of fishing and come back empty handed.

I have many times equated the "art of fishing" and catching fish with the "art of selling" and closing deals. If you think about it they have many similarities. Let's look at the two and compare side by side to see if we can use the steps necessary to catch fish to help us increase our sales closing ratios.

Let's start with the obvious. We must pick the right spot. The old adage "fish where the fish are biting" comes to mind. Once we have the right spot it's time we look at the equipment we use. This isn't "Mayberry" and a cane pole isn't going to cut it! We are going after the "Big Ones" so we need "tackle" that is up to the task...the proper rod and reel will make you a better fisherman. Many anglers are unaware that the fishing rod is one of the most important tools for catching and landing fish. How many times have you gone out and only landed half of the fish that bite?

Bait - lure - decoy - enticement

So we're in the right spot and we have the right equipment, now it's all about the "bait". Choosing the right kind of fishing bait is very important and it could mean the difference between you catching a fish and you not catching anything at all. It's the same in sales. If you want the potential customer to "bite" then you must use the right "bait".

They BIT! They're on the hook. That's it...we are home free...right? Wrong! Now comes the Artistic part. First you must "set the hook". It is at this point I have personally watched too many fish wriggle off the hook, or swallow the bait and take off. Once they bite we must take the additional step to quickly set the hook. Ask a qualifying question to insure they are engaged.

Ok...now were ready to start reeling them in, but remember this is an "art" and if we just yank the rod (like I did as a kid starting out) then we risk breaking the line. As I watch a lot of people who are reeling in a sale, it becomes evident that the actual process of reeling a sale in - that is "fighting" for a sale - is new to most of them. The tendency is for them to simply start winding the reel handle regardless of what the prospect is doing or saying. Or possibly perhaps they make the mistake of allowing the line to go slack when fighting for that sale which takes all the pressure off the potential customer. Once that happens, it usually means a lost catch. One or two shakes of the "fish's head" on a slack line will dislodge almost any hook. You MUST keep a tight line to the "fish" at all times during the fight. Keeping pressure on the fish will force it to fight and tire more quickly.

Let's wrap this up...I think you are getting the picture. The two processes are very similar and are easily compared. So we get the bite, set the hook, reel the fish in...now what? The fish isn't in the boat...we haven't caught anything yet. The last step is to get some help. That's right...call in the back up. The T.O. (turn over)...a lost art in many cases, but a sure way to land the fish. I see it...it is right at the edge of the boat...bring the net and help me scoop this fish into the boat!

So there you go...how to land the sale. No excuses...no matter the lure (product) you sell -spinner type lures, plugs, jigs, soft plastics, spoons, or flies.

"Now cast out your line"

David Villa, CEO

Comment by Marsh Buice on May 29, 2012 at 12:27pm: @Joe Thanks brother--those who have all of the answers will soon seek new employment :) Thanks for your comments brother.

@Gillon--I'm right on board with you G! Paint in broad strokes on the phone and the blacktop...do the trim work inside with a fine strokes. Well put! I appreciate your input.

@Tom always appreciate your time to read and input Tom. Thank you :)

Comment by Tom Wiegand on May 29, 2012 at 11:58am: Great lesson taught here. Cutting corners cuts lines of communication and relationships, cutting opportunties. Well done, Marsh!

Comment by Mr. Natural on May 29, 2012 at 11:12am: Hi Marsh...Thanks for the great analogical fishing story. Good stuff!

I liken this story to some of the stuff I spout when talking to our newbies (and anyone at the sales end of our business) about a trap we build for ourselves that I call: "Foundation for Objection."

This thing you're talking about-Trade Value-indeed, should never be addressed until the customer is sitting directly across from you at your desk. Anytime you are talking to your prospect on the phone or with email, and you start talking about things like color, trim packages, term, rate, price, payment, leather vs. cloth, you are building a foundation for objection. In the case of phone or email communications, without the customer in front of you, objections will give the customer an excuse to not come to the dealership. For example:

You are on the phone, your prospect has not told you yet, but they hate Blue. Though you have three of the model they want, but their blue. (You can dealer trade of any color available, and have it at your store in a few hours) You're having a great phone conversation-color has not come up.

Senerio 1)

You:"I have three in stock, and I have two openings tonight, which works better for you, 4:30 or 6:PM?"

Customer:"6:00 will be fine."

You:"Great, be sure to ask for me when you get here."

Customer: "See you then."

Senerio 2)

You:"I have three blue ones in stock, and I have two openings tonight, which works better for you, 4:30 or 6:PM?"

Customer:"I'm glad you mentioned color, we don't want blue. We are going to call around and see if we can find a red one to look at."

You:"Err-ahh..Well we can get you one here by tomorrow night."

Customer:"Okay, we'll stop by."

I hope you see my point, and hopefully can see the paralell to the cut the line story. The less specific you can be when talking to the prospect on the phone, the more likely it will be that they will come in. With each specific thing you mention, the closer you move to mentioning something objectionable, and you don't want objections when talking on the phone.

Better to spend time on the phone building relationship and trust. When they come in to talk to the person they trust, thats when to get into the meat of the matter, or in this case the fillet.

Comment by Joe Clementi on May 29, 2012 at 11:04am: Marsh. You hooked me right from the beginning and reeled me right in the boat. For the salespeople that have all the answers...please read this post!