1) They plan their day with “to do” lists the night before in writing. This means they can hit the ground running with a well thought out plan of action. They don’t waste time during the day stopping to think or decide what to do next.
2) They show up for work early, and perform a walk through the dealership to say hello to fellow team members in the entire store. While doing this, they:
a) Look for additional opportunities to do business
b) Preview new inventory
c) Looks for trades brought in the night before
3) Take notes of the discoveries so they will be in front of them when they identify customers who are looking for a particular vehicle. This way they have the latest information they need to share with customers.
4) They spend ½ hour to an hour on product and/or skill training. It could be one or more of the following:
a) Participate in the dealer’s sales training online
b) Get certified on new products
c) Do online skill building
d) Read a book on selling techniques
e) Role plays with another sales person
5) Keeps in touch with customers and prospects.
a) Call customers and prospects to let them know about any specials going on at the dealership
b) Send every customer they have sold a car to, and every prospect, holiday cards, special occasion cards (anniversary, birthday, kid’s graduations, etc.) Then they follow up with a phone call to wish their customers the very best – whatever the occasion
6) They are sincere and helpful in assisting the customer’s entire family, or anyone living in the household and extended household (in-laws).
a) They call customers to update information on the other vehicles in the customer’s household. Asking questions such as:
Besides the car you bought from us, what other vehicles do you have in your household including the makes and models?
Which vehicle would be next to be replaced? Time frame wise, a month, or three months, six months?
b) They put this information in their Blackberry, Day Timer, CRM system etc., and then call the customer in 3 months, 6 months or whenever it is appropriate to follow up.
c) They offer assistance with the objective of making life easier for these customers and members of their households – letting them know about any dealership specials, or particular pre-owned cars that might be of interest to them
7) They hand out 3 to 5 business cards every day outside of the dealership. The average sales consultant only hands out 1 or 2 business cards per week outside of the dealership. Successful sales consultants pass business cards out at every opportunity:
a) Outside of work — at the mall, the dry cleaners, church, at lunch, etc.
b) With this message: “Here’s my card if I can ever help you out. Even if I don’t have a car you want to buy, I can give you advice on buying or selling a car.”
8) One or two days a week, they schedule themselves in the Service Lane with the goal of greeting current customers and getting them to drive and evaluate new vehicles.
9) The best sales consultants tell everybody about the history of the dealership. They explain why they chose to work there.
10) They follow the specific Sales Process of the dealership where they work, and they don’t fight the process.
11) They possess a strong sense of urgency in making the sale. They have a competitive nature, enthusiastic drive, positive attitude and passion. This is something you can’t teach.
12) They generally only associate with other high achievers when at work! Like top athletes and millionaires, they associate with their peers. They do however help others to achieve greatness to become high achievers through their leadership
13) They ask for and insist upon daily one-on-one with a manager or other top performer who will critique them and give them excellent advice for improving their techniques.
14) They have a backup plan/vehicle to show the customer.
15) The best sales consultants always keep their managers involved:
a) Introduce every customer to their manager early in the process. This way it takes the chill off the TO and builds relationship development.
b) Ask the manager to call customer when customers are not responding or returning calls.
c) Challenge managers – “I think we are close to making this happen. I know if you talk with our customer, we could come to an agreement!”
d) It’s about the sales person, the manager and the customer all working together as a team to help the customer. ONE TEAM! No us and them.
16) They act as if they owned their own business and reinvest in that business.
a) They spend 5% of their own commission income in marketing themselves. They usually:
Create their own “special” business cards.
Create and send out newsletters to customers and prospects.
Create their own web site.
Use Social Media tools to put their name before the public.
17) They sometimes become prominent in the community, as a volunteer, active in a church or in some other capacity, so people already feel comfortable with them when they meet them in the dealership showroom.
There is no quick fix to being the best sales consultant in the automotive industry.
Everybody is looking for the silver bullet, but there’s isn’t any. The best sales consultants do all of these little things listed above on a consistent basis.
And when they do, these are the consultants that become the leaders in sales in their dealerships, and move forward in their careers to become general managers, or dealership owners. Ultimately, they enjoy the highest levels of financial success and achievement.