Dealer Consultants

First day of training — Part 6

Steve LemcoWhen I ask the class what our dealership has to offer that other dealerships don’t, I get answers like: better financing, nicer used bikes, or a bigger building. But sooner or later someone gives me the right answer: what we have to offer that other dealers don’t have, is us; we are the difference.

It is so important that we want the business more than the other dealerships. We care more than the other dealerships. We try harder than they do. We are friendlier than our competitors.

If you put those things together while giving a super performance, many good things will follow. Saying the right thing at the right time is very important but just as important is how you say it. The show and the acting will determine many buying decisions the customer will make or not make. The performance we give can be the number one reason customers stay loyal to you.

We have all seen a bad movie, and we have all seen a great one. What is the difference? A movie and a salesperson have several things in common. It is all about three main ingredients:

  1. A Story
  2. A Script
  3. An Actor 

The Story: We have the best motorcycles in the world. We have the best financing. We have a nice building. We have a super service department. We stand by our bikes. We have rides and events. We will do all we can to make you happy and keep you happy. WE REALLY WANT YOUR BUSINESS.

It is very important to believe in all those concepts along with others, but they will do you no good if you keep it a secret.

The Script: I tell the class that later in the day we will be going over many things concerning the script. I explain that learning what to say and when to say it is very important. We all say the same things over and over again. We hear the same questions throughout the day. Should we not become great at the things we do on a repetitive basis?

But just as important and possibly even more important is to keep quiet and listen. Listening to someone talk about their life, dreams and desires is one of the best ways to develop a good relationship with a person you just meet. Everyone loves to be listened too.

The Actor: First I like to make sure that everyone knows that when I say to be great actor that they know I mean it in a good way. I am not being a phony. The act is your presentation. One that is honest, true and full of desire to have the customer live the dream of owning a new motorcycle. I 100 percent believe in what I will say to the customers, and I won’t keep any of my messages a secret.

How you present your lines will determine the customer’s opinion about you. If there’s no bounce in your step and voice, or a smile on your face, and your hands are in your pocket, it’s only fair for the customer to feel that you really don’t want their business. Would it be fair for the customer to feel that you really don’t care? Lord knows you do but you were a lousy actor and kept your Story a secret. If you make the presentation fun to hear while giving the customer a super performance, you will be in a great position to make a good living in sales. You will be in a great position to move up in management.

This is the ninth 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
  8. First day of training — Part 5 

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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