Five Quick & Easy Rules That Will Grow Your Sales

Five Quick & Easy Rules That Will Grow Your Sales

Sometimes it’s easy in automotive retail to overthink this whole sales thing. Confusing concepts ranging from multi-touch attribution to your VDP strategy can boggle the mind of the average sales manager; all while seemingly moving no more metal than the confusing concepts that came before.

The truth is that Ups are down and discounting is up; inventories are bulging, sales team turnover is growing; and it looks like the market is done routinely delivering those year-over-year increases we grew to depend on.

For the average dealer working to profitably grow sales today and long into the future, now is not the time to be learning new ROI metrics that take you further away from the sale. (Leave this to your marketing partners and make them prove their value at least once a month.)

Instead, dealers and their sales management teams would be better served focusing on running their business and employing a few simple rules that, when enforced, will help them profitably grow sales by creating a culture of accountability that drives that business.

#1: No Appointment, No Protection

In an effort to be “fair,” most dealerships protect lazy salespeople who fail to keep in contact with their own customers. They do this by awarding the deal to the lazy salesperson if their prior customer shows up and buys a vehicle.

This is not only not fair, it’s a fools bet that the customer will ever return on their own.

Once today’s consumer catches new car fever, there are just too many choices out there to expect they’ll remain loyal to you. As we know, only about 50% of new car customers are brand loyal, but how many of that half are also dealership loyal?

Your salespeople should be actively marketing to and setting appointments with their sold database. They should be greeting them when they service with you and they should be following a robust post-sale phone strategy that focuses on gaining real customer loyalty – ensuring your dealership gets first crack at them when they’re ready to buy.

If you want your sales team making calls to their sold database, remove the unfair protection you’re providing them just because they sold someone a car in the past. The rule is simply “no appointment, no protection;” and it works just like it sounds: If your prior customer arrives without an appointment, all salespeople are free to sell them a vehicle and retain full credit.

#2: All Calls Must Be Tracked Calls

Virtually all dealers have the necessary technology in place to track all outbound phone activity in their CRM; yet few actually make full use of this feature. There are usually two reasons why this simple solution is so underutilized: 1) The dealership didn’t know this was available; and/or 2) The dealership didn’t understand how valuable tracked calls can be to helping them reach their goals.

Depending on your CRM provider, outbound calls that are tracked are sometimes referred to as recorded calls or CTI Calls. (CTI stands for Computer Telephony Integration; which is just a fancy way to say that the CRM and the phone system talk to each other so that the CRM knows when a given salesperson or manager has called a specific customer from your database.)

Because you likely already have this capability, it usually just takes a call to your CRM provider to get your CRM to begin tracking your outbound calls. Tracking, by the way, doesn’t have to mean recording. Many dealers, especially those in states where recording phone calls requires the consent of both parties, only use CTI to track that an actual phone call has been made, who made it, and how long they spoke.

Knowing that actual calls are being made versus hoping that your sales teams aren’t just checking off their phone activities (which they probably are) helps dealers drive higher sales with their existing leads, customer base and be-backs.

Given this, the rule is “all calls must be tracked calls.” This means that if a phone activity is simply marked as being completed, it never happened; only properly tracked phone calls in the CRM count as a valid completion of a required activity.

#3: Zero Past Due Activities

Dealers pay thousands every month for their CRM for a reason; yet most of their salespeople have hundreds or even thousands of past due activities piling up in their To Do lists. Many of these same dealers even have “rules” in place that require salespeople to successfully complete all of the activities assigned by the CRM. (I wrote “rules” in quotes, because these rules are not enforced or were written without necessary consequences.)

If you want your salespeople to complete all of the activities assigned by the CRM, then the “zero past due activities” rule accomplishes this. Simply put: If you have past due activities this morning, and you worked yesterday, you don’t get to catch any Ups today. Feel free to ride your desk, your CRM and especially your phone, and generate some appointments for yourself.

#4: Miss an Up, Lose One

Every dealer has a rule similar to “all Ups must be logged in the CRM.” The problem is almost no one enforces this. The “miss an Up, lose one” rule addresses this and simply means that if you catch an Up that you failed to put in the CRM, you lose your next spot in the Up rotation. Go have a seat and generate some business from your database.

The rationale for this rule and the next is that today’s Ups are more ready-to-buy and, thus, much more valuable than they were in the past. Given this, no dealer can afford to have prospects visit their lots anonymously or without some interaction by a sales manager.

#5: Miss a T.O., Lose Two

Just as every dealer has a rule requiring the logging of every Up, every dealer has a “100% T.O.” rule. The problem is, again, almost no one enforces this.

A properly executed T.O. (or management turnover) often gives managers or closers the opportunity to calm or close a difficult prospect (among other benefits). Without a T.O., most new salespeople would sell few customers; with a T.O., they can and do enjoy better than average close rates.

When appropriately applied, the “miss a T.O., lose two” rule puts the right amount of emphasis on the need for 100% turnovers. Simply put, if your Up leaves the lot without a T.O., you miss your next two spots in the Up rotation. Feel free to grab a phone and call your be-backs – likely for the rest of the day.

But, These Rules Are Too Drastic!

Rules matter; and if any of these rules sounds too harsh for your team, learn to be happy with mediocrity and continue to ride market waves. Great people love structure in the workplace and good performers need rules to keep them on track.

If nothing else, ask yourself what make more sense in the current market conditions: To continue chasing confusing concepts or to create a culture of accountability grounded in rules that help drive your business forward?

The choice should be easy.

Good selling!

Views: 1174

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Latest Activity

Sally Whitesell's blog post was featured
7 hours ago
Bill Wittenmyer's video was featured

#WittsWiseWords: Do You Know What Your Competitors Are Doing

Scoping out your dealership competition is good business. Bill Wittenmyer says it can help you determine what prospects want that you currently aren't providing.
7 hours ago
Simon Hopes posted a blog post

American Made New Ford Trucks for Sale!

This is a unique time in history because we are witnessing the rebranding of America on the global…See More
12 hours ago
Bill Wittenmyer posted a video

#WittsWiseWords: Do You Know What Your Competitors Are Doing

Scoping out your dealership competition is good business. Bill Wittenmyer says it can help you determine what prospects want that you currently aren't provid...
17 hours ago
Michael Trasatti posted a video

How to Work With Millennials

Mike Trasatti shares his thoughts about hiring and working with Millennials in this video blog.
18 hours ago
Jim Flint posted a blog post
Friday
Sally Whitesell posted a blog post
Friday
Lehel Reeves posted a video

How Video Leads to More Sales

Lehel Reeves shares why consumers prefer video and how dealerships can lose sales if they fail to provide it.
Friday
Courtney Evans posted a blog post
Friday
Dave Anderson posted a blog post

Develop More Mental Toughness and Killer Instinct

No matter what level you're at, whatever your role, whatever your sport, if you're committed to…See More
Thursday
Damian Boudreaux posted a blog post

Our Monthly Webcast

We’re back with…See More
Thursday
DealerELITE posted a blog post
Wednesday
Bill Wittenmyer posted a video

#WittsWiseWords: Don't Let Your Ego Get in the Way of Your Paycheck

The best way to grow your team and grow your paycheck at the same time? In this edition of Witt's Wise Words, Bill Wittenmyer says keep your ego in check wit...
Wednesday
Dave Anderson posted a blog post
Oct 8
John Sternal posted a blog post

5 “Spooktacular” Lease Deals for Halloween

Swapalease.com Compiled 5 Most Reasonably Priced Automobile Leases Around the…See More
Oct 8
Scot Eisenfelder posted a video

Why Creativity Can Lead to More Service Revenue

Scot Eisenfelder explains how creativity can help dealers capture more service revenue from recalls.
Oct 4
Mike theCarGuy Correra posted a video

Are You Forgetting Your Dealership's Google My Business Page?

Account Manager Mike Correra explains why dealerships shouldn't neglect their Google My Business page in this video blog.
Oct 4
Jim Flint posted a blog post
Oct 4
Wendy Reeves posted a status
"SO excited,check out my NEW website for BDC Angels!!! Not all angels have wings, some of us wear headsets! http://bdcangels.com"
Oct 3

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service