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Comment by steven chessin on February 17, 2015 at 10:56pm

Comment by Brian Bennington on February 17, 2015 at 10:34pm

Not once, NOT ONCE, in all of this commentary did I read the word "Romance."  What's with you guys?  The secret to every special relationship is the quotient of romance it contains.  And, I mean romance in the broadest sense, not some sophomoric definition you might fell uncomfortable with.

It's that special feeling you have for your best friends, and those who, when you're with them, makes their life more satisfying because of what they think of you.  It makes them automatically think of what you do (like sell cars) if they're thinking of cars or someone mentions "getting a car."  Hey good buddy Steve, wise up!  If you think "ghostwriting" highly personalized friendship (selling) letters with just the right amount of admiration and reassurance in a style that even our client reps' family members think was written by them, done over time in an order that makes sense, and then knowing how often to add a unique and subtle buying suggestion is "low tech," you're missing the best part of the game.  Don't feel bad, though.  It alludes most in the selling business.  I don't do low tech or high tech, I do "art" to support selling, 20 years for myself and 20 years for my clients.

We do postal mailed letters simply because they're private, relaxed and romantic.  Damned near the opposite of the internet and telephone.  (Surprisingly, but not to me, even the most ardent "high tech" gurus admit that a mailed birthday card is more sincere and memorable than an email card, and aren't "sincere" and "memorable" key components in being a rep that people know, like and trust? )  Like most, my client reps don't like to follow-up.  And, three or four pieces yearly from us eliminates the need for it, as well as creating a "backdrop" so the email or phone contacts that are made are more "welcomed."  There's not a rep client we've had who doesn't think our work is the best thing their dealership does for them.  Please don't think this is some roundabout "pitch."  Our dance card has stayed "full" since we've been in business, and I not looking for new clients, unless it would be a really special situation.  

This post contains lots of great advice and suggestions, and Roger, Steve and Michael are some of the best "selling minds" in DE and sales in general.  The only reason I comment when I do is because of my enthusiasm for the business and DE's encouragement to participate.  Otherwise, I'd keep to myself.  I've travelled a long way down the "selling road," and it's interesting reading about the experience and beliefs of those who have taken it upon them selves to help newer reps "navigate" that road.  Of note to Michael, you'd be surprised how easily and far we can move your points #2, #3 and #4 for reps!  

Comment by steven chessin on February 17, 2015 at 6:46pm

Michael

When you get a chance listen to the video debate. It is a classic battle of cradle-to-grave vs bdc. Alan Ram makes a great point about needing to hire a second group of people to do what the first group should have been trained to do. Automobiles are built by an assembly-line of small jobs because it takes decades to develop craftsman that can do it all. And each one is far too valuable. Its a lot easier to hire / fire and train rookies for small, easily repeatable jobs like minimum-wage scripted out-bound callers.     

Comment by steven chessin on February 17, 2015 at 3:43pm

Michael

OK. I will get into it. My point is - alternatives and upgrades to the conventional sales / bdc processes.

This is why we are all here trying to figure-out what works best  ... or at least better. To you that means improving the core corrupted belief paradigms of salesmen that have been (mis) formed by societal propaganda that car salesmen are pirates. Some are pirates. But they're the well-publicized exceptions not the main-stream who rely upon reputation.      

Saturn tried a different process. Enterprise Rent-a-Car uses it today.Texas Direct uses the Ebay auction sales process. Some stores fire the lower 10% of their team every month, and the Logan's Run Group fires all employees on their 30th birthday.  

The main clash is the 100 year-old old "time-tested" conventional brick vs 20 year old click.This classic battle is studied by every '101' marketing student as the "Barnes-and-Noble vs Amazon" text-book battle.

In the auto business the best representation of this classic battle in our sales process was the wonderful debate featuring Sean Bradley vs Alan Ram.  Its like "Inheret The Wind". It really lived-up to the Ali vs Frazier hype.

On my score card it was a draw and I understand why dealers accept either argument. It simply depends upon which "kool-aid you drink". Those that favor  the old way would accept Alan's argument because he says what they want to hear. I lean towards Sean's argument because a bdc ADDS to sales while the old approach denies the benefit of the needed assistance. But I see much more that can be done. 

For example, Brian

In a perfect world a sales team would do what he does for them. But none do. There are ten others I can think of. Sales NEVER does all that could be done. THE POINT IS  the process must be upgraded to 2015 specs. Well ... not must  ... only if a store wants to sell more. Many say they do but don't do anything. Such as ?  

Who is in-charge of your social media dept ?!  Do you have someone that does this in-house or is it out-sourced to a 3rd party specialty service ? Or  .... neither. And if the answer is neither   ... why ? So again  .. my point isTHE TOTAL SALES PROCESS  ...the old-school foundation statring with eliminating stinking-thinking   -- the best-practicces bdc   --  hi-tech upgrades as they become available - or low-tech as Brian provides. Its ALL of the techniques you can throw against the wall - and then see what sticks. 

Comment by Roger Williams on February 17, 2015 at 12:18pm

Michael,

Well said, and very true. A servants heart is critical to success, and a sure fire way to create a culture of winning.

Comment by Roger Williams on February 17, 2015 at 12:16pm

Brian

It's all good, every bit of it, sometimes you have to crack some eggs to make an omelet. I sensed you were coming on strong and from a standpoint of frustration and I felt I would be remiss if I did not point it out. I always appreciate everyones input and specifically I have and do appreciate yours. However, from my "pulpit" or from my sales floor or from my sales desk, everyone deserves honesty. I spoke from the heart, as I feel you do as well. I feel it's often our human nature to get frustrated with the shortcoming of others. Perhaps I missed it, but it is the vibe I picked up.

The applicant who is guilted into believing making profit on an automobile is a dirty deed is not a bad hire, just as the person who comes in believing it's all about them, who see's little value in team work, is not a bad hire. Coaching them to see the value of a better way of thinking, to show them the benefits of team work, or what ever they are needing to grow as a person or sales person. As is my wont, I reach out to the areas of need. Taking our knowledge and sharing it is our duty. To pay it forward is an honor. To be in the trenches showing them that what I discussed with them is not a "theory" but a real way of better living and better selling is a privledge.

Comment by steven chessin on February 16, 2015 at 8:28pm

 Michael - In Germany cars are bought from giant vending machines. 

Comment by Brian Bennington on February 16, 2015 at 3:00pm

Thanks, Rog, I needed that!  Of course you're right!  I'd be wrong to believe that a lifetime of hearing how disreputable car dealers are wouldn't affect how a person, especially a new hire, fundamentally views the business.  I stand "corrected," but I do wonder how, in this age of rampant unemployment and college grads coming to the cynical but true realization that their education-generated massive government debt didn't lead to their "dream jobs," they wouldn't have been "screened" about this during their initial interview.

You've definitely brought my "guilt" about this to the surface, just like if I was listening to you at a "pulpit," illuminating the error of my ways, or in this case, my "perceived notions."  It did make me do a quick self-examination of my life and career, and as hard as I tried to find unhappiness, I don't think I'm frustrated, beyond life's usual victories and defeats, with either.  Granted, the world needs more people like you with your unbridled optimism and less like me, with my countless character faults.

No one appreciates your role as a teacher more than I do, and contemplating how to handle the "guilt of being a  commissioned sales rep" question, I'd throw it right back on the purveyors of this notion that, as a commissioned rep, they have it in their power to change others' opinions about this, and in doing so by continually living up to the ideals of what a good sales rep should be, change their own opinion, too!  Honestly, if a rep works hard enough before and especially after the sale to insure their customer have the experience they expect, the rep's belief that too much profit was made will disperse like "smoke in the wind."  How's that for an optimistic approach?                       

Comment by Roger Williams on February 16, 2015 at 8:57am

Brian
You are coming off a little "testy" so I'll play your game. Not typically my style to say this but you are wrong. Period. You couldn't have missed the mark any further with a blind fold on after 5 spins. You can change the subject, but you can not change the facts. FACT- Hiring a sales person with a guilty conscience due to years of media and social bashing of car dealers, is NOT inherently a bad hire. As mis guided as the perception that profit made on the sale of an Automobile is criminal, it's the society we live in. One of the top guys I ever hired was this way coming in to the business. However after showing him the error of his perceived notions the light came on and BOOM he took off like a rocket.
A bad hire is typically one with poor work habits or a poor attitude who is NOT willing to listen, learn, or change.
That's what coaching does, it allows us to help associates over come fears, pre conceived notions, and anxieties.
I do whole heartedly agree that price is a closing point rather than a selling point. I also believe you have a lot to offer, I'm not sure of the root cause of the testiness, perhaps it's just your style. Maybe you are a little frustrated in your life or career right now, frustration is a weight we should avoid carrying around. The human mind is a like a parachute, it only works when it's open, having a little empathy for the battle others are fighting is a true sign of wisdom. I'm not suggesting sympathy, where you feel sorry for others, I'm suggesting you try a little less demanding and a little more understanding in your approach.

Comment by steven chessin on February 16, 2015 at 2:05am

Brian - As you said,"manufacturers and dealers have the attitude,I don't care who sells it as long as it gets sold". 

But it matters to the sales person who wants to do better than others. Which is the kind of sales person every dealer wants.Sales people who DO want to do more to sell more. Not caring who sells the car is counter-productive because everyone today is a "self-selling mooch" virtual shopping. Salesmen NEED to reach-out beyond the showroom because when they are presenting the cars they are presenting themselves as the right person to buy from. That un-levels the playing field for them and the store as well.To NOT present cars where people are doing their primary shopping doesn't make sense.

And Roger  - You can't ask for more gross unless people convert from out-there to in-here.    

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