My 3 Kids
Try these 13 things for 1 month and watch the sales roll in.
1) Don't prequalify. If someone is on the lot in this bad economy and cold weather, they are there to buy a car. Let the banks decide if they can buy--not you.
2) Be aggressive--catch everyone you can. Watch the lot like a hawk and greet people outside--if you wait until they get inside, someone else may beat you to them.
3) Follow up on every unsold prospect. Do a "great news" to everyone when they leave and have new information to give to them when you call (more rebates, more for trade, new model in, manager wants to see the trade, etc.) Use a program like my CSA 2008 or even a simple legal pad (I use this method a lot--easy to scan over, I write SOLD when I sell them and it makes me feel great!)
4) When you sell someone a car, find out what their family members are driving and if they are in the market for a car.
5) If you can't close someone, keep trying. It may take 5 "No's" before you hear the yes. If you still get a no, do a turn over to your manager.
6) Use a proper greeting. "Welcome to Biff Motors--my name is Marv--and you are...?" They will then give you their name. Continue asking questions to control the sale. "Who's the lucky one who gets the car--you or someone else?"
7) If someone says they want to think about it, study it, pray on it, talk to their wife, check their financing, talk to their banker, check with their son, check their horoscope, sleep on it or anything similar--it is an excuse to leave for 1 of three reasons...they don't like you, they don't like the car, they don't like the price. It is usually the price. Find out what the problem is (ask them--is it the car, the price or something I said or did?) They will usually tell you price. Isolate the objection, turn it into a budget, help them find money in their budget (gas savings, insurance savings, savings because of new warranty) and close them.
8) Build rapport with 100% of the people you talk to before you try to sell them a car. Find something in common. Get them to laugh (very powerful.) Smile a lot. Make them your friend and they will find a way to buy from you.
9) If you are talking to a husband and wife, realize that the wife usually wears the pants and makes the decisions. Talk to her more than him and she will respect you because quite frankly, most salespeople talk to the men more. Shake her hand first, etc.
10) Take any deal--whether it is a mini deal or otherwise--they may refer someone to you who will pay full sticker. That happens to me all the time! If you know you can sell someone a car, sell them! I had an idiot manager that would let people leave with "1 point of reserve" and under-allowing on their trade--stupid, stupid, stupid! If it comes down to it, a $100 mini will pay your phone bill and might get you a "Spin" so take the deal!
11) Give everyone a great demo. I like hooking my IPhone up to the stereo during the test drive--works great. Make them fall in love with the car. Focus on what makes them hot--if they like "style" talk about the looks, not the side-airbags.
12) Do not talk price until you build rapport, find out their wants and needs, choose a car and do a great demo. If someone walks in wanting a $150 payment and you ask them what their payment range is and get $150 as an answer--2 things will happen. You will, in the back of your mind, want to flush them and they will back you into a $150 per month corner. If you do a great demo, build rapport, etc. first--they $150 may become $350. I hear it all the time--"I came in here wanting to spend $200 and spent double that." Hell, when I bought my house I set a $100,000 limit and spent $30,000 more for less equipment than I originally wanted (I wanted a finished basement, 2 bathrooms, sliding door to garage--did not get those things...)
12) If someone asks for something that you don't have (like a color for example), don't say, "No, but I can get you one." Use a dealer trade as a last resort.
13) Keep positive! Quit reading and watching the news--there is nothing good on there. Go to work to sell cars, not hang out in the huddle and make friends with under-achievers. Have a great attitude. You have one of the few jobs where you can make a couple of grand a day if you work hard enough. I have made $3000 in a day before (my personal record) I know people who don't make that in 2 months. I know it's tough right now--I sell cars in Michigan and we have officially been in a recession since 2000 or something like that--so I know how hard it is, I promise. I have decided that I am going to make 100,000 next year selling cars--that is my goal. I am going to do everything on this list and I will do it.
Have a nice holiday season!