Nov. 15, 2004 – Want to Sell More at Good Margins?
We at PowerHouse continually find that just like racing there is no “one shot magic” to making a powersports dealership a consistent profitable winner. It is simply the right combination of enough small things done well that creates real winners.
When it comes to retaining your hard-earned customers and getting good margins on the things they buy from you, it is very important that your customers are comfortable dealing with you and your team.
If we are not comfortable in the environment we are shopping in, will we spend any real money? Or do we tend to just buy what we feel we need and move on? I believe the latter to be the case. Even the items we feel we need become much more price-sensitive to us when we are not comfortable with our environment.
If you want to sell your products and services at good margins you must be “Selling” not order taking. If a customer is to be “sold to,” one must be comfortable and have a strong level of trust with the sales rep and the organization they are dealing with.
A few days ago I needed support from a major cell phone provider and based on my previous experiences I was ready for the worst. To my surprise when I finally got a support person on the line they were pleasant and attentive to my needs, using my name often.
Throughout the process, we tried different tests to find my problem. I was always told what he was going to try next, and why we were doing the procedure. He would then ask for my permission to do so.
I was totally at ease with the process and the next thing I knew my problem was resolved. As I hung up, I looked at my call timer. I was surprised to see it had taken over 25 minutes to resolve the issue, but it seemed much less. Why? Because I was never wondering what was going on, even while being put on hold several times.
My thoughts went to our FasTrak Consultative sales system that many of our clients use as a selling tool. We call the “1,2,3 to put them at ease.”
Here is an excerpt from our sales manual that may help you put the concept to work with your team in your dealership.
First, explain to your guest what you would like to do next.
Second, give them an overview of what it will entail and “the benefit” to them.
Third, ask permission to proceed.
For example:
1) John, next I would like to show you our dealership. I’m sure you will see why we are so proud of it.
2) You are in the process of making a sizable purchasing decision. As you know, from initial setup and service to routine maintenance or customization of your new (motorcycle, ATV, Boat, etc.), your satisfaction depends to a great deal on the integrity and quality of our people and our company. I would like to take a moment to show you around so it will be easier for you to make that decision.
3) Would that be OK, John?
My challenge to you is to be open with your clients so they are willing and happy to open their wallets. Use the technique as often as you can, from showing them a different vehicle than the one they initially came into see, to sitting at the desk for pricing info. Watch your customer satisfaction and profits grow.
Bill Shenk of PowerHouse Dealer Services may be reached at 866.896.3759 or email Bill@phdservices.com.
