Dealer Consultants

First day of training — Part 5

Steve LemcoI go over several things before I start the actual sales training. I believe these concepts are important for the salesperson to believe in as the sales procedure.

I want everyone on the sales floor to not only believe in the following six concepts but also be able to convey them to the customers. The six things every salesperson needs to buy into are:

  1. Motorcycles are fun. I pretty much know that everyone in class loves motorcycles. I just don’t want them to keep it a secret. I want them show it in their demeanor and in the joy of their voice.
  1. Ours is the brand. There are many good reasons why ours is the brand. Top reviews about the models in magazines and online. A great warranty and our super service department. There are many things for new people to learn, so they can know the facts about each model and be confident when they talk about it. I tell them not to get overwhelmed by what they don’t know. Rather I suggest learning five new things a day. At the end of 30 days they will know 150 new things, and their confidence level will be much higher.
  2. We are the dealership. We are the dealership because of the people. Every customer for the most part can find the same model elsewhere. We are just as competitive price-wise as our competitors. The reason customers buy from us is: Because after talking to us, they want to purchase from us. We won them over. We were more honestly friendly, and we showed more desire to make them happy than anyone else. I want every salesperson to believe that their customers are in good hands when they talk to them. If so, it will lead to many purchases.
  3. It’s easy to buy. Every sales meeting should include why the right time to purchase is now, be it a sale that you have going or a deal from the factory. If it’s the beginning of the month, then you know that the dealership is anxious to get a good start. If it’s the end of the month, you know the dealership wants to close out the month with additional sales. Besides, if the customer does not buy today, then he can’t ride today, and that’s really a shame.
  4. The time is now. I never want a customer to leave without hearing more than once that we would love to earn their business. It’s a simple truth, but so many times it’s kept a secret. Before every customer leaves, he needs to be asked directly, “Is there anything we can do today earn your business today?” If so, go to work and hopefully get it done. If you can’t earn his business today, then let him know you really hope that if he has any questions or is ready to buy to please contact you. (Of course we would get the customer’s contact information, but I will deal with that in a future blog. Right now I am just giving an overview.)

This is the eighth blog in a multi-part series by Steve Lemco. Click on the headlines below to read the previous blogs in this series:

  1. Hiring the right salespeople is the key to increasing sales
  2. Taking the incoming call from potential salespeople
  3. Preparing for sales training
  4. First day of training — Part 1
  5. First day of training — Part 2
  6. First day of training — Part 3
  7. First day of training — Part 4: Being prepared

Steve Lemco is the youngest brother of the late Ed Lemco and has been doing sales training and hiring for motorcycle dealers since 1983. He is the author of three sales books, the new “Training and Hiring New Salespeople,”  “Motorcycle Sales Made Easy” and “You Gotta-Wanna.” Steve has trained in every state in the U.S., as well as England, France, Australia and New Zealand. Steve incorporates motivational boards and games along with his training and hiring because he believes the best way to get the job done is to make it fun.



Phone: 253/826-6110

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