Make good impressions because they last

The sales process is not complicated; it just needs to be consistent and reinforced.

You will introduce yourself, and don’t be afraid to ask their name also. It’s common courtesy, not an invasion of privacy. This should be chiseled in stone and be done by every team member in your dealership, not just the folks that work your sales floor. You will always get contact information for follow up, and express your appreciation that they came into your dealership, that they spent their time with you, and show that you are grateful. That’s something else that is not just showroom etiquette, as it should be dealership mindset.

Stay away from anything negative. Say no evil, see no evil and hear no evil. If you want to blow out a perspective client faster than a speeding bullet, bring on the negativity. It does not matter what they say or how you feel, don’t go there. Stay above the fray and don’t get yourself in a situation that might cost instead of reward. This should also be dealership mindset, not just sales floor conduct.

Always remember: They came in to see you and they want to be there. That in itself deserves a level of respect and a commitment to finding out what that client’s needs are along with showing the client how you and the dealership can best serve those needs. Ask questions, probe for reasons, and deliver on expectations. Build rapport, and make sure that the impressions that are made are good ones. Every team member, every department, should be on board as these impressions can be very long lasting.

If we’re leaving impressions, and we are, shouldn’t they be lasting and compelling reasons why folks ought to be buying from you? What is frequently missed is telling prospective customers why you are the one and only, the “no need to look further” dealership of their dreams. Take the time to tell them what it is that sets you apart from the rest.

What makes your dealership so great? Be clear with the picture you paint of yourselves. After all, most of us want to feel that those we decide to do business with are the best at what they do. If you don’t take the time to tell them the reasons why, how are they going to know? Every team member must convey your message with sincerity and conviction. Everyone must be on the same page, with the same focus and a consistent message of why you are the best and there’s no reason to look at the rest.

The same applies to the products that you retail. You chose the brands and the products you carry for a reason. These are great products, it’s a great brand, and here are the reasons why. The buying public is more educated than ever before, but we still have to reinforce that they want what we carry.

Mark Mooney is director, retail performance for Pied Piper Management Company LLC, a Monterey, Calif., company that works with motor vehicle manufacturers and dealers to maximize performance of dealerships. One of Pied Piper’s most popular services for the powersports industry is Pied Piper Prospect Satisfaction Index (PSI) sales mystery shopping to help turn more motorcycle shoppers into motorcycle buyers.


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