Would You Like Fries With That?
By Dani Zandel/ The Dealer Quarterback
When did we become order takers?
It’s true the Internet has tons of information, and by the way, as Honest Abe Lincoln once said, “if it’s on the Internet, it must be true,” but seriously…
When did we, as car sales professionals, become so lazy that instead of working for the appointment, getting the customer in the door, presenting our product, and building value, that we started bowing down to the demands of people who don’t do what we do every day?
When did we start running to our desk managers, “Boss I got a deal if we can lose $10,000 to make it happen!” And stop running to them with the customer in front of us?
When did we stop training our people in telephone and presentation skills?
When did we start excepting mediocre as normal?
Without a solution offered, I suppose all this would be is a rant. But the solution is easy if you and your teams are willing to W-O-R-K. I know that four letter word is one no one likes.
Training, Training, Training, and Re-Training
Once is not enough; It’s too easy to slip back to old patterns. You have to train, monitor, retrain, monitor, and train more. Train on telephone skills- there are great resources you can use for free like those of SteveStauning.com* for overcoming objections.
Train your people in communicating with phone/Internet prospects that they have to build value in the appointment instead of dropping the value of the product by farming out numbers which are irrelevant. Train them to politely, but firmly, respond to customers who are ignorant and earn respect from prospects.
Train your people about your products. Quiz them. Do walk around contests. Train your people how to use the info they know about the products to build value in the presentation.
Train your people to operate morally and ethically and to build value in themselves as the car sales person who will be their customers ally and friend. This, in turn, will help you to build value in your dealership as the place to go to be treated right. (Not to mention building EVERYONE’S paychecks!)
Let’s make this car industry great again! Let’s stop allowing customers to believe everything the Internet tells them let’s stop taking orders as if we work behind the counter at McDonald’s and start building the value as the steakhouse of dealerships, helping our customers to decide between the juicy T-bone or the succulent fillet providing significant value for the cost of these expensive meals versus throwing half cooked hamburgers on a platter and asking “would you like fries with that?”
Is your showroom floor operating like McDonald’s or a Fine Steakhouse? If you are ready to offer Fillet to your customers. contact Dealer Quarterback to discuss training topics, and the steps we can take together to turn your dealership around! 310-428-3362 or firstname.lastname@example.org
*The Dealer Quarterback has no direct relation to Steve Stauning, nor his materials, but has great respect for his work and highly recommends his offered resources.