1. Manage your stores Online Reputation. In todays market more than ever customers decide if they want to come to your store before you even know it. Get in front of your reviews not behind them. Ask for reviews.
2. Inventory display. Change up the layout of your lot moving new and used vehicles around. Make it clean and organized. Sales people need a routine. Twice a month make this part of their job to display your profit maker properly.
3. Ad sources. Getting your team to find out where their customer came to you from lets you know if your advertising dollar is being spent in the right place. The less we waste on bad advertising lets us concentrate on the right advertising.
4. Training regimen. Implement a 2 or 3 day a week training schedule to train on the new basics. Sharpen the sales staff’s saws. If you train on the process it becomes one. Train on weaknesses and make it a mandatory team building exercise.
5. Everyone’s a greeter in the store. Advise all staff members to say Hello and make every customer feel welcome. Sales or Service customer. Any time a customer makes eye contact or is alone on the lot or on the showroom go the extra mile to make them welcome.
6. Maximize your showroom exposure. Cars on the showroom floor, organized desk, merchandising displays, banners and balloons. Is there music on your showroom floor? That certainly helps people feel comfortable. Overall make the staff accountable for their common areas and their offices.
7. Implement a dress code. No one is asking the staff to resort to shirt and tie. Though most of us were brought up that way. If you have company shirts make sure the staff wears them. If it’s jacket weather they need name tags. Sales is a profession and the staff needs to look professional. They represent the reason the store is open. Selling cars, trucks and SUV’s. Rules and regulations helps in ensuring that the inmates do not run the asylum.
8. Key’s belong in the sales office. Sales people are known for hiding or keeping keys. Make them accountable. Those cars are there for everyone to sell. No money in house on a car means it is for sale unless approved by management. How many lost set of keys have been replaced? That adds up.
9. Cleanliness of restrooms. Believe it or not this one is huge. How do you judge and establishment with un-tidy restrooms? Do you go back? Ensure the staff knows the expectation and make it everyone’s responsibility to keep it up.
10. Sales Contest. Got units that need to go away? Spiffs for Daily Doubles and Hat Tricks? Sell a car and go home for the day? Be creative get your staff involved and engaged. Competition brings out the best in our business. Use it to your advantage.