The Desking Solution For Volume and Gross
Tags: cooper, desking, jackie
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I like this post http://www.dealerelite.net/forum/topics/bruce-lee-martial-arts-and-car no video just an article.
Great job using Jackie Cooper to promote your business. I watched.....
Cooper is right on.
The pivot of the deal is the desk.
I didn't recognize you as the poster when I watched the tape, but I remember you from my years at Olympic Lincoln Mercury. I remember well that your system was very effective at producing both gross and satisfaction from a wide range of customers. You guys were more than worthy competitors! Keep up the good work.
I developed Shopper Stopper while working as the GSM at Pierre. The success of we experienced with it was astronomical and it continues to be a very successful in dealerships all across the U.S. and in Canada.
The procedure is efective regardless of the customer base demographic. Michael's Toyota in Bellevue, WA (the heart of Microsoft country) has a very highly educated and influential customer base. They are also the largest volume Toyota store in the Portland Region. They have consistently maintained the highest per car grosses in their dealer 20 group and in the region while simultaneously maintaining volume superiority.
Michael's has been a client since the year 2000 and has a well established leadership position in the industry. They have incorporated the process into their advertising campaigns also.
Dealers installing The Shopper Stopper realize immediate and substantial increases in gross profits, volume and CSI.
Ken Garff Nissan in Salt Lake City installed approximately 120 days ago and according to the GM, Rhett Prows, experienced an immediate increase of $590 per car sold, the volume increased to the point that they set an all time record for volume in July. Rhett also claimed a 7 percentage point increase in their CSI scores.
For decades the customer has been telling us they prefer to negotiate from invoice. We embraced it and it has been very rewarding for those dealers that have the ability to see there is a better way.
Thanks for the very nice comments. Watch the video clip below. It's only 9 seconds long and was excerpted from a training series produced by General Motors in the early 90's.
Jackie Cooper was huge way back when. Many of us cut our teeth on his videos. The video, however, promotes the "Shopper Stopper."
The "Shopper Stopper" is is a desking procedure developed by my nearest Ford competitor for 26 years in Seattle, WA, Bill Pierre Ford. It is a systematic way to inform shoppers about the various elements of dealership cost, and gain their agreement that these elements of cost should be included in the margin paid to dealership. It literally builds the price the shopper is willing to pay from the cost of the vehicle upward.
A properly trained presentation by the salesperson or crew chief made the process very effective for a large percentage of Ford shoppers. Obviously, some would resist the process. When they did the process could be altered so that the information presented AFFECTED the subsequent negotiation, or the process could be abandoned (by desk control) altogether.
I was regularly amazed to learn of customers who had paid more than MSRP to Bill Pierre Ford as a result of the effective use of this procedure. I do not recommend it for all franchises or all dealerships. I believe it works best in dealerships with a broad base of less than college-educated customers. However, it does work, and is worthy of consideration.
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