We’re a dual dealership with Ford and Toyota under one roof. Obviously there are great economies of scale. However, one negative with most dual stores is that it’s hard to maximize sales of both franchises both from the floor an internet. Salespeople will naturally gravitate toward whatever is easier to sell (Toyota outsells Ford 3:1 with our store). Most have trouble separating sales forces so I’m not going that route. We’ve been very aggressive and have gained market share with Toyota, but we can’t seem to get Ford going. Any ideas on spiffs to motivate our sales floor with incentives etc to create more Ford sales?

Increase Ford flat by $50?

Require a certain number of New Ford sales per salesperson per month?

Monthly spiff for the top New Ford Salesperson?

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Requiring a quota of Fords monthly or even a certain ratio will be counterproductive and is a negative response. Not only do salespeople gravite to brands, so does the luck of the ups/leads, certain customers are going to be brand loyal without variance. Quotas punish for circumstances sometimes beyond the salesperson's control. Making a Ford the more profitable unit to sell should be the positive motivator. Increasing both the flat base and the commission should quickly shift the brand ration. If each salesperson views themselves as little independent businesses within a dealership's economic universe, each bringing value to the economy and profit to the businessperson then you can motivate by showing them by the clearly defined the personal benefit of a Ford sale. The monthly recognition of the #1 Ford Salesperson goes along with that positive motivation. I like giving little plaques as well as cash.

 

I would also focus on more Ford product training to help offset the bias to Toyota. Do some Ford store events like hosting a Mustang Club Car Show to promote the return of the 5.0, a bike show to promote Harley trucks or a Green Expo to focus on the Focus. Build enthusiasm for the brand for both your sales people and your customers.

Having worked at several multi point franchises over the years I can feel your pain.  Changing the pay plan on the lower selling product will only de-value the product in your sales peoples minds, and reinforce they are harder to sell.

You could try to have the compensation plan bonus be tied to a % of sales on each line and used. 

You could streamline your Internet marketing efforts so that all of your people are responsible for your digital prospects.

Have a walk-around / product knowledge contest among the sales people.

Saleperson of the month spiff for each product line or Saleperson of the month is the highest ratio of Toyota-Ford.

Just a few ideas.  For a free evaluation of your web presence, a report and to find if we can help you succeed, visit the link and fill out thecontactform.    

 http://www.viralmarketplace.com/Helping_dealers.html                                                                                              

Good Selling.

Craig

Funny you should bring up having two Manufactures under one roof top. I started in the car business at a fairly successful Toyota dealership. This dealership wasn't so successful because of the Toyota name, it was successful because of the Used vehicle sales. Kind of the same as having two manufactures under one roof top. The owner literally used the Toyota name as a draw and promoted pre owned vehicle sales like no other I've heard of to date! In fact, I truly had no idea the power of Toyota for at least my first year in the business, simply because this place made all the money on used vehicles, but happened to the #1 Gross Profit Toyota store in the Nation...   

Now, this story brings me back to your question! I fully understand that one manufacture will have an advantage over the other in market share, no question about it. One roof top, one team, one mission - Units, Gross, and Net Profit!

I see your scenario as an opportunity to market and brand this one roof top as the Ultimate Power House that it truly is, with a one stop shop message while selling the absolute best in products - Toyota & Ford - WOW, what a winning combination! 

If your sales people and Managers are anything like the car people I've come across in my days, I would have to say that incentives, pay plans and spiff done the right way can direct a sales staff to "SELL" what every you need. This is a selling game, and sales people are motivated the same as a customer is motivated, usually driven by creating a sale. Sell the sales staff the same as you sell the customer - incentivize with value and call to action! 

To simplify my message, you will drive more traffic to your website and showroom based on your marketing, advertising and "prospecting" efforts. You will sell your inventory anyway you choose, if you guide the team to do so! The message in my share is this; Yes it can be done and at the same time selling for fun and profit. I highly suggest to include your Managers in incentives and spiff, as some leave them out of the mix. Quality Managers can truly assist you in driving your sales department.

Either way, you're in a win win scenario with such a winning line up of Manufactures, plus combined with pre owned vehicle opportunities. I'm completely impressed with the direction of Ford and it's only going to get better... 

A great situation for you to be in to figure out!!!

Cheers to you and happy selling...

My first thought and or questions would be how much time is spent via social media in both content and engagement toward the Ford side vs. Toyota and same question in regard to training...Are those % of effort equal?

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