How can I reduce staff turnover at our dealership?

http://www.dongraffautomotive.com

http://www.linkedin.com/pub/don-graff/14/896/a39

 

 

One of the issues I hear about frequently from my client dealerships is that of sales staff retention. Let me venture out onto the limb to suggest that, just perhaps, the requirements for a sales position in your organization need to be reviewed.

The sales people, the floor staff, the lizards, studs, newbie, - whatever name you apply to them - are incredibly important to your dealership's ongoing success. They need to be happy with the sales opportunities that can enable them to earn a decent wage. They need to feel that they are supported by you, their dealer. Most important: They need to benefit from the incentive of compensation for performance.

If your showroom has a problem with a continuously changing roster of sales staff, maybe it is time to look at how you qualify prospective personnel.

A sales person has to offer more than a pulse and the ability to remain vertical. Remember the task: The goal of each salesperson you place on the showroom floor is to lead prospects to the decision to buy a vehicle from your dealership, and hopefully, to set-up aftermarket product sales like window etching, clear bra, upholstery protection, etc. Such a purchase represents a substantial cash outlay or financing arrangement for most customers, and is not usually made without some resistance.

To assemble a sales team that can excel in overcoming sales resistance, closing deals, moving inventory, and ensuring a continuing inventory of attractive product, look for the person who exhibits the following traits:

The ideal sales staffer:

  • Projects a professional demeanor. Does your prospective sales person demonstrate friendliness, intelligence, helpfulness, and sincerity? Is he or she dressed in a professional manner? Would you mind spending several hours in this person's presence at close quarters? Bear in mind that your sales person will create a nearly indelible impression of your dealership in the customer's mind. The issue is nothing less than credibility. When a customer is contemplating a considerable purchase, he or she wants to have a connection with the person doing the selling, and wants to enjoy confidence that he or she is being well cared for by the sales person, and, by extension, the organization he or she represents.

  • Has bullet-proof product knowledge. A prospective sales person who comes into your store with no familiarity with your store's brand(s) means that he or she won't be effective on the sales floor for several months after the hire.

  • Recognizes that the sales process is, well... a process. It is rarely the result of one encounter in a showroom. Typically, it follows several visits to the showroom, with intervening visits by the prospective buyers who have visited other stores. The effective sales person needs to understand this dynamic, and, more important, must be have the situation awareness to: solicit the counsel of his or her Sales Manager to support the sales effort; and maintain contact with the prospective buyer.

  • Is a team player. Any business endeavor involving more than one person has to be a team effort. Sales staff working in the same showroom must recognize that they are a team, that they need to support each other, and that the competition is the other stores, not the rest of the people on the showroom floor.

  • Will go "above and beyond". You need a sales staff that embraces a straightforward notion: Selling a product should not simply satisfy a customer; it should delight him or her. A well-executed sale has the prospect of generating repeat sales from the same customer. More important, however, it is likely to produce leads to other prospects who will very likely be predisposed to buy from your store.

As the dealer or manager you need to ensure continuity in your sales staff, because most sales are conducted over a period of weeks, or even months. Your sales staff needs to know that you are aware of this process, and that you support the sales staff in their protracted efforts to close sales.

These observations come from my own experience, as well as anecdotal accounts from dealership managers who I trust implicitly. Consider these observations as you evaluate new hires to your sales staff... and as you evaluate your current sales force. Remember - your near term objective is to sell units, but over the long term, you have to build a customer base that will generate repeat business as well as generate quality leads.

 

Please comment on this post :)

Views: 33

Comment

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

Join DealerELITE.net

Comment by Leonard Buchholz on June 1, 2011 at 9:09pm

I really like your observations and recommendations Don. I might add that true Professionals appreciate and expect continuous Training. If your Dealership suffers from high turnover one area you might look at is how often you actually promote and conduct Training. Look forward to hearing more from your point of view Don.

 

Comment by Marsh Buice on May 31, 2011 at 8:06pm

Don, I totally agree; we have to stop "the mirror" test. The better job we qualify and get the right canidates, the more long term success we will have. In our business we recruit for "today" and deal with the consequences later. Thanks for the post, Don.

Latest Activity

Dave Anderson posted a blog post

Face and Fix These Four Excuses

Excuses are common amongst underachievers, and when you're trying to live the game changer life,…See More
7 hours ago
John Sternal posted a blog post

Swapalease Data: Are Crossovers Not in Demand for Leasing?

Crossovers Not Seeing Growth in Leasing?A year ago, roughly 7.4% of drivers polled said they would…See More
11 hours ago
Jim Flint posted a blog post
12 hours ago
Jim Flint's blog post was featured

Google Ads Two Changes for Display

In this video blog, Jim Flint, CEO, and Founder of Local Search Group discusses two changes you…See More
14 hours ago
Simon Hopes posted a blog post

How to Compare Car Insurance Policies

What is Car Insurance?A car insurance is the policy that covers one’s car against all kinds of…See More
19 hours ago
Mike theCarGuy Correra posted a video

The Key to Long Term Success in Sales

Account Manager Mike Correra shares the key to a dealership's long term sales success in this video blog.
yesterday
Tom Clark posted a blog post

Reasons to Sell Your Dead Car to Car Removal Companies

Your old car just stopped working. When you called a mechanic to have a look at it, they gave you…See More
yesterday
Derek C. Dean posted a blog post

Hard skills Vs soft skills or hard skills and soft skills- which is optimal?

Soft skills and training programs for the same seem to be hogging the limelight in recent times.…See More
yesterday
Umair Amjad posted a blog post

The Perks of Using Armored Cars & Bulletproof Vehicles

Security is a prime concern for every human being. When it comes to security, then people do not…See More
Sunday
Rob Gehring posted a blog post
Friday
Scot Eisenfelder posted a video

Why the Service Write Up Is Critical

Scot Eisenfelder shares why the service write-up is critical to increased revenue in this video blog.
Friday
Jim Flint posted a blog post

Google Ads Two Changes for Display

In this video blog, Jim Flint, CEO, and Founder of Local Search Group discusses two changes you…See More
Friday
John Sternal posted blog posts
Thursday
Veronica Dunford posted a blog post
Thursday
Stephen Coambes posted a blog post
Thursday
Damian Boudreaux posted a blog post

Relationship Selling - Begin The Shift Now

Gooooooooood Morning! And thank you again for joining us in another video in the series, [name].…See More
Thursday
Steven Laureys posted a blog post
Aug 14
John Sternal posted blog posts
Aug 14
Harris Scott posted blog posts
Aug 14
Reynalda Lor posted a discussion

Roofing Option For Garage?

Greetings!We are looking for the best roofing option for our dealership garage nowadays. In the…See More
Aug 13

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service