Dealer Consultants

Day Two: Price quoting continues

Steve LemcoThe first thing I do after I welcome the survivors back to day two of class is take a role count. I almost always come up one or two people short — they must have thought about what I had to say and figured that they could not live up to it.

I am just fine with their decisions. This is why I like to train before I hire. I don’t mind losing quitters. The way I look at it is that he or she would probably quit shortly after they were hired so they did the dealership a favor by taking themselves out of the game.

After I have finished taking the role count, I do a quick review of the previous day. I ask to do the role-play for the class that we practiced the day before. I play both customer and salesperson. I tell them that on the third day of training each of them will be doing a final role-play, and that he or she will play both parts. I explain that the reason behind playing both parts is that I don’t want another person messing up their role-play. If it goes bad, I don’t want it to be someone else’s fault.

I give the class ten minutes to practice with a partner and then I have them do the role-play starting from the greeting in front of the room. As always, I do the same scoring method after each role-pay.

Note: There is another reason for having each person play both parts in the last role-play. I want to see if the person understands a customer’s point a view. I get a better feel for each person’s understanding of sales when he or she plays both parts.

We pick up the role-play where we left off after these lines:

Salesman: Travis, the price is only nineteen-five-fifty and that’s a lot of bike for the money. The best part Travis is you don’t have to pay for it … well not all at once anyway. Travis we have some awesome financing and can really make it easy and affordable to take home. Were you planning on financing the motorcycle?

 I then continue on with that role-pay.

Travis: Yes I am. I was planning on putting two thousand down. What would my payment be?

Salesperson: Travis, one of the reasons I said we have awesome financing is that we work with many lenders. Let’s go have a seat and I will explain our cool method of financing.

I then turn and walk to my desk. The customer will follow.

Note: It is important to explain there will be many times a salesperson will need to delay going to the desk to check out the payments because he or she has not had the time to develop a good relationship with the customer. The salesperson could say something like: “Travis, we can check on the payments in a few minutes but first go ahead and have a seat on it and make sure you like how it fits.”


This is the 25th 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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