Dealer Consultants

The Wow Factor

Steve LemcoI am positive I do not need to explain the term Wow Factor. It is so important for a salesperson to have, yet many times the inventory, coworkers, different departments and building are taken for granted and not used as a selling tool.

Every morning when salespeople pull into the parking lot, they should look at the building with customer’s eyes. They should see what a customer sees. In most cases the building is pretty impressive.

On the way into the dealership it only makes sense that they pick up any trash that crosses their path. Even discarded cigarette butts should be scooped up. We want the customer’s first impression to be that we are clean and organized.

I ask the people at the training what they thought of the dealership when they walked in and saw all the motorcycles for the first time. I hear things like “amazing,” “awesome,” “full of dreams” and that it really increased their desire to get a new motorcycle. All of these things are always said to me with a heartfelt smile and joy in their voices.

I tell the class to be on guard and not do what most salespeople do wrong. The problem is that in a very short time many salespeople will become mundane about their inventory. They will take it for granted. One day they are jumping up and down with excitement about the new model that just arrived on the floor. Then is a short period of time they could go as far as sitting on it outside smoking a cigarette flipping the ashes over the handlebars.

I tell your salespeople that I want them to do three things when they arrive at work. First wipe their feet. What this represents is they are wiping off any negative things they were dealing with before work. If they want to be a pro, then they must have their game face on and be focused on the next customer, not negative things.

Second, take a look at the floor using customer’s eyes. I remind the salespeople how cool it was the first time that they saw the entire inventory. When they greet a customer, salespeople should bring out the Wow Factor by mentioning how cool it is to be privileged to have a job that lets them hang out with such awesome motorcycles. Most of the time, the customer will smile and then say how much fun that would be to be able to do that. Now he has just increased his inner desire to become an owner of a new motorcycle. This is a very good beginning.

I share this story with the class. When I bought my last new car the first thing I noticed was how good it smelled. I was almost sold by that alone. Yet, the salesperson never mentioned it because he was in and out of new cars day after day. He had lost the new car smell Wow Factor. I am sure he had it the first time he sat in the new cars but he let it slip away.

The third thing the salespeople should do is to walk up to the manager and say that they believe that they are going to get more offers to buy than anyone else today. It is the beginning of the game; anyone can win.

I believe the person who gets the most offers to buy is the person who believed they would get the most offers to buy as long as they put themselves in motion executing their plan with a Gotta-Wanna attitude. It is very hard to beat someone like that.

The Wow Factor is more than inventory. It is the excitement salespeople show about the motorcycle, the customer, the other employees and the dealership policy of always striving to make and keep a customer happy. The Wow Factor is letting the customer know that the dealership really does want their business and would love to have it today.

All of these things are so simple to do, but they will not happen if salespeople do not begin their day with a Gotta-Wanna attitude. If they show Gotta-Wanna attitude, give them a handshake and a pat on the back, maybe both. If they don’t have it, then it is time for a one-on-one meeting and for you to pump some fresh air into their balloon.


This is the tenth part in a series of blogs about hiring new salespeople. To read the previous blogs in this series, click here.

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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