|Dealers are allocating more time and money this year on training salespeople and managers to make sure they know the steps to a sale and how to handle that all-important asset—the customer. How much time is spent on training dealership personnel to PREPARE for that customer? Allow me to take you through a few steps to make sure your customer does more than just drive through your lot, or worse yet retreat at the first sign of a “salesperson.”|
When should you start to prepare for a customer?
You need to be able to give ALL you have to offer to a potential customer to convert that customer into a buying customer. So, we all need to get a good night’s sleep in order to wake up refreshed and ready to take on the day. Most people need seven-to-eight hours of good sleep to recharge their batteries. How much sleep are you getting?
Think and feel like a customer
Take away the pressure
Don’t be a dope
Look in the mirror
Remember how you prepared for your first real date. You went to great lengths to make sure you looked your absolute best to impress your date. You should do the same every day in sales. You only get one chance to make a first impression, and the customer will definitely judge you.
Manage your sound environment.
Watch your tongue at all times. Eliminate offensive language from your vocabulary.
Make sure your customers can hear you over the phone. If the dealership has too much background sound like an overly loud public address system, it can make talking to your customer difficult. If you have to put your customer on hold, which you should always avoid, make sure the on hold music is not too loud or playing a radio station with one of your competitors’ ads on air.
Pass the smell test.
I know some smokers who disguise the fact very well. They carry breath mints, body spray and hand lotion so no one can detect any foul odors. These are professional salespeople who take their profession seriously.
Speaking of breath mints, how’s your breath even if you’re not a smoker? You need to look after it so you don’t have another hurdle to jump with your customer. You will have enough to jump as it is.
To succeed: Prepare, prepare, prepare.
F&I pro urges dealers to let your competitors beat up, wear down, and abandon customers while you deliver a buying experience that drives loyalty with a focus on communication, accountability, and teamwork.