The struggle for a competitive edge requires skill enhancement. Knowledge of products, technology and problem solving all take on new meaning while working with today’s customer.
Consumers no longer accept mediocre presentations, canned closing questions and product demonstrations that lack comprehensive knowledge. The customer is and will continue to be, more prepared for the buying process. They will ask questions that an untrained salesperson will not be able to answer. Customers are prepared with product comparison data, pricing parameters and in most cases; they already understand the value of their trade-in.
Price is not the primary concern for your customer as much as they are assessing the salespersons' ability to display compassion, caring and knowledge. Preparation and the professionalism that the salesperson displays will be a determining factor for the well-informed consumer.
The sales process has evolved, this much is true. The evolution in automotive sales is improved knowledge and skills not the deletion of salespeople. Customers want to have honest answers to tough questions, unbiased responses to product comparisons and a non-confrontational buying process. Professional sales people embrace technology and change with the demands of their customer base.
Sales skill regression continues to be a genuine concern as outdated sales processes and techniques dominate the sector. Technicians must constantly be tested and retrained on their skill set. Technician training consists of updated modules, technical service bulletins, and renewals of certifications. Other professionals such as; Doctors, attorneys’, CPA’s and other well-compensated professionals are continuously being trained on the latest technology. Athletes’ and coaches are constantly reinventing themselves and their playbooks to become more competitive in their environment. Sales professionals must learn to adapt the approach and acquire new skills until they are consistent with desired results.
In general, most showrooms have lacked the work ethics needed to create change with sustenance. The demand on the business has been strenuous and dealerships of all sizes need to adjust their budgets for selling fewer cars at smaller profit margins. Discretional expenses like “training” have been either eliminated altogether or depleted to cover only the essential.
Product development has grown exponentially as consumer demand for content persists. Manufactures’ continue to add content and complexity to their product line up but salespeople’s aptitude trails technology. Individual sales people can no longer rely entirely on the training they receive at the dealership level. Proper training includes a myriad of skills that need to be continuously nourished. There are an abundance of resources available that provide credible instruction on the latest advances in sales communication as well as, seminars offered by outstanding innovators in our business.
“You were born to WIN, but to be a winner, you must plan to win, prepare to win, and expect to win.” ~ Zig Ziglar