The way to truly become successful and a money making machine in car sales is by building a Clientele. Yes people if you focus on One thing it’s being real, taking care of people and building a residual paying Clientele.
Make Every Deal
In your early career in Sales you first job is to learn as much as you can from the pros and your managers, talk to as many people as you can, and make every deal when there is a shred of a chance. By making these deals and learning as much as you can, your building a Clientele. While closing deals and learning the systems and processes your gaining wisdom and value. Your learning how to close deals. Your learning how to overcome objections while building value in yourself and the product. Sometimes you may not want to take a skinny deal because the customer is a pain. But remember every deal you make; you deliver another car, make a commission, and now have new future car deal, as well as referrals in the future. Don’t ever think your too big, focus on building your Future through building a Clientele.
Stay With One Brand and One Dealership
The longer you stay with a brand and in the same dealership you create familiarity and trust in yourself to the customer. This is proving that you are a professional who has been with the same brand at the same place, and you are going to be right there when they need you. When you switch dealerships the nation average is 20% of customers will follow a good sales person. That means if you switch dealers 80% of what you built into a Clientele is not gonna chase you down and will move on. That also means 80% of your referrals will never make it to you. Make it easy for your customers to find you.
Some regions are so terrified of leasing, and think they’re doing their customer a justice by putting them in long term purchases at high rates are crazy. Lease as many people as you can for the shortest term you can. Leasing is actually doing you, your customer, and your whole dealership a service. Here’s some math:
24 mo lease
2 cars every 24 mo = 8 cars
That’s 8 cars in 8 years for a couple
72 mo buy
2 cars every 4 years = 4
That’s 4 cars in 8 years for a couple in buys.
Reason being that most people put little to no money down and finance 72 mo, and longer in some places. You won’t be able to trade them out without negative equity usually until 2/3rds through the contract which would be 4 years.
So by putting them in leasing, you have no trade in to deal with, which no one is ever happy with what their trade is worth. You have a guaranteed shot at their business in 20-24 months. You are keeping their payment low, and keeping them out of high repair costs.
Really leasing is a win win for everyone involved.
Your keeping the customer in a brand new car with low maintenance at an affordable payment.
Your keeping your manufacturer selling their product, at a residual pace.
Your keeping your dealership selling new cars, doing the maintenance, and keeping them loyal to you and the dealership for all their car needs.
You get to start taking advantage of those residual commissions every 2 years. A Clientele that promotes leasing, you, the brand, and the dealership.
If you aren’t leasing your missing the boat, because leasing is where it’s at in new car sales.
Stay In Touch, Mail and Prospect
“Customers don’t always remember the deal they got dealing with you, but the always remember the feeling they got dealing with you.” Make your customers feel good about themselves and what they buy.
To keep the Clientele warm and fuzzy for you, you have to stay in their memory so that when someone talks about a car, they start talking about you.
Yes you should send out monthly emails.
Mail them a Christmas and Birthday card.
Mail them promotional specials on vehicles and service often.
Mail out lease renewal, customers in equity and special program letters bi-annually.
Mail thanks for stopping in and thanks for buying cards.
Mail thanks for stopping into service, and sorry I missed you cards.
Mail and email out a blog, newsletter, or Pro Tips every quarter.
Always visit and chat while they are in the service lounge. This will concrete your relationship with them and prove you are there to help. Whenever your customers walk up to your deal or you see them around the dealership, chat with them. They want to know you remember them, and care enough about them to see how things are going.
Be Genuine & Be Yourself
It’s that easy, be genuine and be yourself. If you are real with people and let them grow to like, trust, and appreciate you, you will then get the real them. A loyal customers who trusts you and your abilities and is happy to tell and refer others to you. Being yourself, having integrity, and being one of your word will payoff dividends for your career and life beyond Belief.
Another motivational Sales Blog Post written by Noel Walsh Creator, Owner, Lead Trainer & Writer from NW&A “Conquer What You Chase” Sales Training, Consulting & Motivating of Ann Arbor, Mi and recently St. George, Ut.
“You don’t know what it’s going to be, and that’s a beautiful thing.”