How to increase car sales at a car dealership

How to increase sales at a car dealership

If we consider the marketing activity of St. Petersburg car dealers, then it is all focused on attracting new customers.

Dealers spend an insane amount of money per month on advertising (up to 80% of which comes from online contextual advertising).

However, if you conduct a survey of adequate buyers, then among them there has long been an opinion to skip the first 1-5 queries in search engine results, understanding that these are advertising offers from car dealerships that simply paid more...

Of the 5 elements that influence sales - customers, margin, average bill, purchase frequency and conversion, customer acquisition (advertising and lead generation*) is the most difficult and financially costly indicator. But you can increase sales without increasing investment in advertising. This was successfully used by one of my clients - a group of car dealers, in which we introduced a 3-level sales system.

It has long been known that working with existing clients is 5 times cheaper than working with new ones.

However, for some reason, few people do this in the automotive market. Or rather, they do, but not systematically. This work has not been put into production. Although, with the right approach, a dealership can get +5-7% conversion from the existing customer base. The main thing is to build the right secondary sales business process.

It is believed that the average Russian car enthusiast changes his car 3 years after its operation. If you make it mandatory to make an offer to change a car to customers who bought their car 2.5-3 years ago, then you can easily increase sales growth. Moreover, you need to make an offer both when you arrive for service (most often this is the period when the car is approaching the end of the factory warranty and regularly comes for maintenance) and by phone (cold calling on the existing database).

For customers who have not come for service for a long time, using the last option allows you to resell cars to old customers, whom the dealer might forget about under normal conditions. I’ll tell you a secret that my last client managed to revive about 7% of the old client base in this way. In absolute terms, this means hundreds of new sales. And all this without increasing the cost of expensive advertising!

Each dealer can build a sales system for existing customers in their own way. However, I will be happy to share my experience of implementing a 3-level sales system in car dealerships. The implementation affects the organization of a car owner life cycle management system (CLM cycle) at the dealership center, which industry leaders have already begun to successfully implement. For example, in the Rolf group of companies such a system was introduced relatively recently, but has already brought positive results.

If you are interested in information about the reorganization of the car sales system at a dealership, I invite you to a free webinar “Increasing sales at a dealership,” which I will conduct on March 29 as part of Samurai Marketing University.

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How to increase car sales at a car dealership

One of the main problems of the auto business is the unorganized and uncontrolled work of the sales department.

And it's not the managers' fault.
I’ll tell you right away - THERE ARE NO BAD MANAGERS!
There are lazy and “very busy” sales managers.
All! If the manager does not pull, then he will leave, seeing that it is not his. And he won’t sit for a bare salary.

What sales plan do your managers have?
I tell everyone that a sales manager should sell 25 cars per shift, or maybe 30.
If he sells less, then look for problems that prevent him from selling more.

What prevents a manager from selling more than 25 cars?
1. Lack of knowledge about the product and sales standards - we solve this with training and certification.
2. Lack of traffic - a marketer or marketer gives the manager (through ROP or CRM) 6 leads for each car.
That is, more than 150 leads per seller. 3. The manager is not “armed” - we give him cars for sales, a charged phone, business cards, booklets and price lists, access to the Internet using a computer/tablet.
4. The manager is not motivated - we give the manager clear motivation. But please, DON'T BE AN ASSHOLE. If you have described the rules of the game, don’t dare change them! If a manager calculated his salary using your formula, but you or your accountant decided that it would be fat and cut off the young salesman - don’t expect a miracle! You fucking deceived your seller. And he will either slow down the pace of sales and begin to “rob” the company, or he will leave. Believe me, all car dealers want to work honestly, but management does not allow this in most cases. Don't put a ceiling on the seller. It's a shark! He must eat and eat often and a lot. He earns more - the car dealership grows in income and profit.

What needs to be done to increase sales?
I'll give you some general advice. In future publications I will analyze them in detail. Here I will show you the directions so that you can take and implement them here and now. Let there be no details, but this will already give you a breakthrough.

1. Goals 90/30/7/1.
1.1.
Set quarterly sales goals for the entire sales team. — Number of cars
— Number of extras
— Number of loans
— Number of insurance
As a result, you get a sales plan .

1.2.
Decompose your sales plan into a lead traffic plan. Calculate how many leads are required for one sale specifically in your car dealership. I’ll give you a hint: on average across the country, there are 6 leads per car sale. As a result, you get a traffic plan .

1.3.
Deconstruct your sales and traffic plan for periods. From quarter “90” you break down: — “30” month
— “7” week
— “1” day
As a result, you get traffic and sales plans for the month/week/day.

1.4.
The final action of setting the goal 90/30/7/1 is to distribute the sales plan and traffic to each sales manager. Wow, you now have personal plans for each seller with a distribution of a personal number of leads.

That's it, hallelujah.
Goals have been set! Important note! Goals for 90/30/7/1 - do not change or be adjusted. So, you set plans for the quarter. You attach motivation, etc., to them. You cannot change them during the game. Revision of plans for increase, bonuses and fines are introduced only in the new cycle.

2. Sales control.
Every evening (This means EVERY EVENING), the Head of the Sales Department gathers the entire sales department, where each manager reports on plan/actual:

2.1.
Report for each lead: - sales
- additional sales (credit/insurance/extras)
- deferred demand (when it arrives, what model of car, cash or loan)
- in progress (application is under consideration by the bank, awaiting title, installation of additional add-ons)
- refusals (reasons refusal: went to a competitor, no car, seller was rude, etc.)

2.2. Fact of completion 90/30/7/1. “Golden rule”: if you didn’t sell yesterday, sell today. You need to follow the plan every day. It's hard to get it at the end.

2.3. What prevents you from selling and how ROP can help.

Evening meetings need to be held DAILY, not once a week. 15-30 minutes. No more!

3. Development of salespeople.
Every morning, half an hour before the car showroom opens for visitors, conduct a “ROP morning school.”
EVERY MORNING except weekends.
At morning school, the ROP performs the following operations:
3.1.
Morning inspection of managers (like in the army). - clean and ironed clothes
- neat appearance (hairstyle, manicure, etc.)
- “weapons” (charged phone, business cards, booklets and price lists, Internet access from a computer or tablet).

3.2.
Manager training. ROP pulls out any seller.
It is better that they have training schedules. And the seller tells and shows the entire car sales cycle using the example of a specific model. What is included in the cycle: - greeting the visitor and establishing contact
- identifying needs
- choosing a car to suit the needs
- presentation of the car with values for needs and advantages
- test drive
- additional sales (credit/insurance/extras)
- closing the transaction
- payment
- issuing the car
- introduction to a personal service manager (receptionist)
- transfer to clients in CRM
- courtesy call

3.3.
Set yourself up for a good day and great sales. ALWAYS! The ROP should wish you a good day in the morning and set the team up for sales. No arguments, threats of dismissal or shouting. Only positive. Everything else in the evening.

This morning “exercise” allows you to develop sales skills among managers and energize them for sales. It is important!

4. Wall of success.
4.1.
Hang a white board on the wall in the ROP's office. Lay it out as follows: Columns (from left to right), in which we indicate - photo, First and Last Name of the sales manager and 35 columns, numbered and indicating car sales in units.
Lines in which we indicate the photo, first and last name of the manager and in 35 cells we indicate his rating based on actual sales.

4.2.
After hanging the board, you need to color-code the column numbers. This is sales. - from columns 1 to 18 - put the numbers with a red marker
(this is the “red zone” of unprofitable sales)
- from columns 19 to 24 - with a yellow marker.
This is the “zero” zone for a car dealership. Here we can even provide loans))) - from 25 to 30 columns - with a green marker.
This is the zone where the enterprise reaches profit. - from 31 to 35 columns - with a purple marker. These are “extra profits” from “supermen.”

4.3.
Next, we purchase magnets for the number of managers according to the colors that are on the board: - 18 red magnets
- 6 yellow magnets
- 6 green magnets
- 5 magnets with “money” stickers

ALL. The board is ready for use.

4.4.
Every evening at the planning meeting at the ROP, the manager independently (with his own hands) places magnets on the board. And the magic begins. The wall of success visually shows both the success of the sales department and the personal success of each salesperson individually.

This system works not on the former, but on the latter.
We live in a country of winners, and no one wants to be left behind. And God forbid that next to his photo and name there are the worst indicators.

Just implement it and see the results))))

5. Motivation.
There are three types of motivation - collective, short-term and long-term. All of them are important in the work of the sales department, and the entire car dealership.

5.1.
Collective motivation. If the sales department fulfilled the plan or exceeded it, give them a collective bonus.
Give the sellers 10-15 thousand rubles to pay for the “common clearing”. Whether it’s a joint trip to a pub or bowling, etc. We made a plan together and celebrated it together. The team needs to be brought together and motivated.

5.2.
Short-term motivation. This is why people come to work - to EARN the right money.
Before I write it down, I will say two things:
First, Motivation must be prescribed for 90 days and cannot be changed under any circumstances.
People should feel C-Stability. Second - If you have given people clear and transparent rules of the game, they CANNOT be changed! Cheating on his salary = stealing his money is a DON’T! This is the law! Motivation rules are signed on both sides so that management and employees can defend their rights! It's fair!

How is short-term motivation calculated?
Fixed salary - 15,000 rubles.
You pay a manager for working in your company, coming and leaving on time and simply complying with all company regulations/standards. He simply does his job well and meets all the criteria! All. Here we do not take into account its effectiveness.

Flexible salary - %.
You pay interest on its performance.
Everything is fair. Transparent rules of the game. — up to 60% of the plan (up to 18 cars) = 0 or 25% of the maximum reward.
The company doesn’t make money, so why pay someone who doesn’t make sales? — 61-80% of the plan (19-24 cars) = 75% of the maximum reward percentage.
— 81-100% or more (from 25 cars) = 100% of the maximum percentage that you can give to the manager.
But you really should recalculate the maximum percentage of the deal so that managers see the benefit and understand that there are no restrictions on earnings.

Bonus for exceeding the plan.
If the plan is exceeded by 105%, that is, when 32 or more cars are sold, you pay a one-time premium of 10-15 thousand rubles.
Also, I recommend entering it for the average check for extras and an illiquid car “monument”. You set the premium amount yourself.

In my training, I recommend making a bonus as follows:
The bonus should be given in a significant way and not in monetary terms.
For example, an iPhone X or a trip to Italy for two for 3-4 days. How to give it?
All sellers participate in the “quarterly competition”, precisely in order not to change the rules of the game that we give for the quarter ahead.
The competition runs for 90 days (quarter). Absolutely all sellers, without exception, can compete for the main prize!
But, we set the rules that the Best will win - the one who sold the most cars with the highest average bill. The qualification requirements for a fighter for the main prize among candidates are the fulfillment of the sales plan and average bill.
But everyone participates, without exception. That's it, go for it!

5.3.
Long-term motivation. This is the most important thing for which people go to work.
They don’t go because they have to go somewhere in the morning. As managers themselves think (because of most employers), they go to earn money. This is true and false at the same time. Not true! People want to develop and at the same time provide for their basic needs in a state of stability. Here. And nothing else.

What are we doing?
! Explain to your team in the company what you are leading them to!
The company's goal is not to fulfill the plan. The goal is development. Give people a purpose. For example, with these indicators and their implementation, we will build a new center, buy a neighbor, put a bathhouse behind the warehouse, etc. they must understand that they are not working for a plan, but for a good purpose. And fulfilling the plan is not even discussed; without this, things won’t work at all. ! ! We cover basic needs.
By changing the motivation, you will give peace of mind that the person has the bare minimum. Stability has triumphed. The manager will earn the rest himself. . Using M-Motivation, you increase the social status of salespeople:
- increase the team’s earnings
- give them nice iPhones, Italy, etc.
They deserve it.
Sellers are starting to dress better, buy more expensive cars, go to restaurants rather than bars, and go on vacation not to Crimea, but to Europe and the States. Develop your salespeople by sending them to advanced courses and creating your own business library at the car dealership.
Let them learn - that’s how they grow. . Don't let salespeople sit in one place for more than 3 years.
Move them up. Here's your career ladder. Even if an experienced sales person leaves for another company as a commercial director, it’s not scary. Everyone will know that you raised him. And word will spread about your company. People will line up to work for you. And why, do you know?
Yes because:
1. You pay more than the average salary in the city.
2. You give your employees expensive gifts.
3. You provide career growth.
4. Your employees dress the best, fuck.
So much for “Silicon Valley” in Zhulebino.

20 effective ways to increase sales at a car dealership.

Reading time: 5 minutes

Today we will look at the basic principles of increasing sales of any car dealership, from dealerships to novice sellers of used cars.

Mikhail Grebenuk - founder of Grebenuk Resulting

1. Keep machines on site spotless.
They should shine clean and shiny, smell good and stand beautifully. Remember that a car is an emotional purchase. Evoke positive emotions.

2. Give all customers the opportunity to take a test drive.
Always offer to take a ride in the car of your choice. If you are selling powerful cars and a test drive is not possible, at least let’s sit in the car, start it or drive it around the site. This is a key stage in your sales funnel. Why is it important to close it and how not to lose customers, read the article How to increase sales by 30% by adding a question to the script?

Often people come to buy a car and hear that you can’t even touch it, just see it from the outside. The desire to choose this car disappears: suddenly there is a problem, and the interior is trying to hide it. The manager should rush around the site with the keys and invite the client to get into any car he wants. And if they call you, be sure to invite them to touch and ride in person. At least on the site.

3. Send buyers a photo of the car or a video review.
It is better that before the meeting in the office or on the site, the seller personally approaches the car in the parking lot and takes pictures from all sides. And then he sent it to the client on WhatsApp: “Look, Mikhail. For you personally, I was confused and rented the car. Come, here it is, we’ll show you in every detail.” This approach inspires trust in the seller, and you want to communicate with him in detail.

4. Work in the evenings, on weekends and holidays.
Buyers may arrive at the most inopportune moment. Because it's so convenient for them.

5. Assign a separate telephone person on duty.
Hire an employee to call your customer base and invite you for a test drive.
And then let him transfer calls to available managers: - Sergey Semenovich, let me connect you with our manager Alexander.
He will tell you in detail about the model, what innovations have appeared and answer questions. Fine? The main thing is that managers answer the phone promptly and do not force the client to wait on the line for half an hour. This trick turns a cool client into a warm one. A couple of minutes ago they called him to invite him to the salon. And now he himself is interested, and he can be promoted along the funnel.

6. Hire a hostess administrator.
Place a beautiful girl to greet guests. It doesn’t cost that much - 30-40 thousand rubles, but it gives the feeling that people working here are concerned about service. And only good cars are sold. For comparison, in some car dealerships you are greeted by a bearded man with a hangover who stinks of garlic.

7. Don't judge a client by his clothes.
Sometimes people deliberately look bad when going to a car dealership so that they don’t try to sell them expensive cars. Or in the hope of a discount. These may also be wealthy clients. There are also wealthy people who do not bother with appearance.

8. Sell the car differently to each customer.
Don’t build your presentation in a formulaic way or the way you feel. Find out what is important to the client. Sell the same car in different ways, depending on the key human need:

– need for status and recognition;
If status and recognition are important to the client, focus on shapes, optics, design, and limited edition. Tell us who already drives such a car and how cool it looks in traffic. Even a black Solaris can look status-conscious if you describe to a student how he comes to the university and “all the girls get in.”

– the need for practicality and reliability;
If practicality and reliability are a priority, tell us why this car is not hemorrhoids. How cheap maintenance and spare parts will be, that they are all in stock, and how easy it is to repair. What types of oil or bearings are used.

– the need to overcome off-road conditions;
Show photos or videos from the test drive. How this car drove and went off-road. Demonstrate the ground clearance - how high it is, what level of wheels can be placed on it.

– need for functionality;
Focus on the number of shelves, spacious trunk, and places for children.

– need for manufacturability.
A person can be closed off by, say, the presence of a camera, parking sensors, built-in maps, or an LCD display.

Needs can be mixed with each other, but for each client this set is defined.

9. Take an advance payment based on the results of the presentation.
At least 5-10 thousand. Even with the cost of the car being 14 million rubles. This way the person won’t change his mind as soon as he leaves the salon. And you will book a car for him.

10. Enter a dress code for salespeople.
Ideally, sellers should be on the same uniform. Or at least let them just look decent: shirt, tie, jacket. If everything is clean and tidy, the employees are neat, dressed in uniform, this gives the feeling that the cars here are of high quality. And it relieves stress that they can sell nonsense.

11. Set up an online broadcast from the site on your website.
For example, this is what they do in the Vilgud smart car service network. A person can see what you actually have in stock. This inspires trust. There are often doubts that he will come, but the car he wanted is not there. Like “just took it apart.”

12. Provide detailed reviews of vehicles that arrive.
Set up a YouTube channel and Instagram and post photos and video reviews of cars there. What's arrived: new items, specifications. Sit, touch, feel. Take not just photos, but from all sides. Post as many reviews as possible. Even if a person does not react to them, does not answer, he will still read and watch.

13. Involve bloggers to review cars.
Let them rent cars for their blogs and ride around. This way you will attract both buyers and subscribers on Instagram and YouTube.

14. Free salespeople from unproductive activities.
Make it so that sellers only sell, and do not drive cars on the site, clean up the mess and remove trash. To do this, hire a service department. Then managers will have more time to work with clients.

For more information on how to properly structure the work of salespeople to increase profits, read the article Time for Business: How to Make Your Sales Managers Effective?]

15. Congratulate clients on holidays: birthdays, May 9, New Year.
Even if the car was bought yesterday, congratulate the buyers from the very first day. The documents contain the date of birth. Even VIP salons forget about the client after buying a car. But he has a wife, children, parents, and they may also want to buy a car. And they will be happy to buy from you if you show human concern.

16. Achieve a wow effect when handing over your car.
Let the entire staff of the salon come out and loudly applaud the one who drives out in the car. This will be additional recognition for him. And he will definitely tell his friends about this.

17. Take photos of the moment when the buyer picks up the car.
This way he can post these photos on Instagram with your salon hashtag. After all, this is a whole event for him; people don’t buy a car very often. You can publish these pictures on your page.

18. Give inexpensive but useful items with the salon’s logo and phone number.
Let's say a thermal mug. And put an inscription on it like “Boss”, “Dad”, “Husband”, “Pretty Woman”. The person will not take her anywhere - she will be dear to him. He will drink coffee from it and show it to his friends.

19. Hang branded license frames on cars with phone number, website address and salon name.
People will use the machine and promote you at the same time.

20. Place a piece of cardboard in the car to record the driver’s mobile phone number.
Like, “Call me and I’ll move your car.” And print the salon logo and contacts there. This is a useful piece of paper and will not be thrown away. This means it will additionally remind you of you.

Did you like the article? Then we recommend reading:

Do you want us to upgrade your business?

Our Grebenuk Resulting team:
- Over 5 years, we have built 58 sales departments in Russia, the CIS and Europe.
— Hired more than 150 sales managers.
— We hired and put into operation 15 ROPs.

Leave a request on our website to build a turnkey sales department.
In 2 months, we will create a system with our own hands in the company’s sales department and pass it on to you in the form of simple instructions.

If it was useful, don't be selfish, share the article with your friends!

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Car sales technique

A good salesman is distinguished by the fact that the client does not treat him as a salesman at all, but considers him to be his consultant

Competition in the field of car sales today is very high. Such a purchase is, after all, a serious investment. After all, car prices are much higher than the cost of other goods.

It is this fact that influences how sales go. And in such a situation, it is necessary to have information that can increase the level of sales and know in detail what car sales techniques can help in this matter.

The role of a consultant when selling a car

The main role in car sales is played by a consultant working in a car dealership. A lot depends on who offers the car and how. Competent actions lead a potential buyer to a purchase, and any oversight or wrong actions repel them.

The seller's main weapon is politeness and competence. In addition, he must be able to arouse the interest of the client, especially a doubtful client with whom it is necessary to work in a special way. The consultant must know everything about the cars being sold and provide any information upon request.

His ability to offer all available options will certainly lead to success, and the buyer will show interest, lose all his doubts and gain confidence in the action being taken. This is the technique of selling cars at a car dealership, which definitely increases sales.

Very often, inexperienced consultants do not pay due attention to such a sales tool as questions. It seems that they are afraid to ask them, but in vain. After all, correctly formulated questions will lead a potential buyer to a purchase much faster than all other information about the product.

There are often situations when a buyer leaves the salon because the manager failed to interest him or pay due attention. Even if there are many clients in the salon, it is necessary to get everyone talking, develop interest and satisfy their desires. Only in this case is it possible to increase sales.

How to increase sales without investing capital?

A successful manager working in a car dealership must know a lot. And if he strives to achieve career growth, he must apply various methods in his work to increase sales.

Having a universal formula, you can increase the income of a car dealership by several points, while the owner will not invest any additional financial resources. The entire path includes only three stages:

Inbound flow and conversion.
Average bill.
Repeat sales.

Stage one

At the first stage, it is extremely important to understand the current situation and analyze statistics for the required period. These actions determine the flow of incoming potential buyers and the number of completed transactions; conversion, the number of repeat sales, and the average bill are considered. All indicators are increasing.

By increasing the incoming flow with advertising, the car dealership, accordingly, increases the sales volume. But this option requires certain investments and there is always a risk that if advertising is incorrect, it may bring losses rather than profit.

But there is also a common way to attract clients. This is an increase in conversion. To do this, all actions of sellers, every stage of a conversation with a client are analyzed. From all this, conclusions are drawn and weaknesses of the activity are identified.

Stage two

Despite the fact that working with the average check indicator can actually increase sales, sellers simply do not pay enough attention to this stage. This is fundamentally wrong. Using Up-sell and Cross-sell sales technologies will increase them by a lot.

The first involves the sale of a more expensive item than the buyer requires, and the second technology is based on the sale of goods related to the main purchase. On average, by correctly using these technologies, you can increase additional profit by 10-15%.

But, despite all the positive aspects, we must not forget one of the important rules - everything should be in moderation. It is extremely important not to put pressure on the client. If the manager is able to sense the buyer's need, he must arouse his interest and desire. And then the client will make the decision to purchase additionally very easily.

Stage three

At this stage, we are talking about buyers who already have a car and, in theory, should be happy with everything. It would seem that here is how you can influence the situation? After all, everything is already there, everyone is happy.

But it turns out that it is very important for the client if they remember him. And the first thing you need to do is to periodically remind yourself, that is, ask how things are going there, whether the buyer is happy with everything, and whether any help is needed.

Attention is a vital thing. And even if everything is fine with the buyer, he will be pleased that he is remembered and taken care of. And if there are problems with the purchased car, then you can offer to solve them together.

This car sales technique, which you can read about here, involves using the well-known EAP formula:

Offer - a commercial offer.
Deadline - limited validity period of the offer.
Call to action.

Various attractive promotions that are arranged for regular customers play a big role in increasing sales. This could be a maintenance service, discounts on additional equipment, or purchases on special terms.

You can come up with a lot of different things. Moreover, it is much easier for a regular buyer to sell a product again than to find a new one and make a deal with him.

Increased sales at the car dealership

discuss with colleagues and friends ⤵️

It so happened that I spent several days in Moscow car dealerships, involuntarily observing the work of sales managers and, to be honest, I was surprised that I saw only classic template methods that I don’t even want to call sales.

Of course, all sales managers at car dealerships have undergone corporate sales training, most likely from some in-house trainer , but you shouldn’t conduct training for show—you need to teach people how to sell, since training is conducted to increase sales, and not to increase the overall level of erudition sales manager.

IMPORTANT: if you have any questions while reading this article about increasing sales at a car dealership, feel free to write them in the comments

When are you looking for new ways to increase sales?

Are you looking for new ways to increase sales at your car dealership?! - therefore, you are dissatisfied with the current level of staff training and classic corporate sales training did not give you the desired result!

I recommend that you consider premium training for car dealership sales managers in the format of a business quest for car dealers (in PDF format) - at this link you will find key information for managers.

Of course, almost all car brands invest in marketing: BMW, Mercedes, Audi, Cadillac, Volvo, Range Rover - I won’t even list them all, since otherwise the post will turn into a list of car brands, which in itself is not interesting now.

And I understand that the car manufacturer has competently organized work with car dealers, namely:

highlighting the strongest,
and placing the rest in a jar with spiders
- they set the rules of the game, but still...

Sales manager at a car dealership

Let's talk about the work of sales managers at a car dealership.

I hope every car dealership manager is interested in increasing car sales and every car sales manager accordingly

If this is not the case, then I think they should be fired or trained on how to do it correctly or at least in an original way...

What can increase sales at your car dealership?

Let's answer a simple question:

Are car sales managers trained in sales?

- of course yes, you will answer on the one hand, and on the other:

every visitor to car dealerships can name a dozen ideas to increase sales

and moreover, he will not experience true delight from visiting a car dealership, unless, of course, he comes with a bag full of money.

Recommendation #1. Work in the field

Unfortunately, car sales managers are so tired that they have a hard time getting out of their easy chairs and approaching most of the customers who are looking at cars.

And even if they dare to take such an important step, they run away as if from fire when they hear:

I’m just looking , when I need you I’ll call you , no thanks and so on

- in fact, they were told to go to your place and not disturb them, it seems to them, or in fact they didn’t say anything.

Unfortunately, sales managers must communicate:

be able to start a conversation,
talk to the client
plant in him the idea of buying a car
and placing small key points so that the client turns to you.

I observed work in many car dealerships, watched from the sidelines and saw an amazing picture:

Most of the sellers are men: young and old, athletic and not so athletic, but there are no women or cute girls, the question arises why? - a question for thought and analysis.

Try diluting your salespeople by gender and evaluate the results and, of course, get rid of the comfortable chairs.

A sales manager must act, not enjoy a comfortable position in a chair

And about the ergonomics of the workplace from the point of view of increasing sales, you can write a separate article.

Recommendation #2. Correct information - sell through individual information

Of course, this is a recommendation for effective negotiations for sales managers of cars or any luxury goods.

But let's think about it for a second:

who is your client?

This is, of course, a person who most likely read about cars, watched advertisements, studied reviews and did much, much more, and he also has money.

The main rule for working with information is:

the more information you study, the more questions you have

By the way, by analogy with Einstein’s famous statement: the more I know, the more I DO NOT know .

Therefore, the more your potential client knows about cars, the more questions he has in his head, and therefore where he will look for answers to these questions:

will he come to you with a list of questions about choosing a car?

- of course not, in most cases other people come with a list of questions - he will independently look for answers to these questions on the Internet, on numerous forums and reviews, and therefore you missed the opportunity to convey to him your expert opinion, from the angle you need.

There is a desire to take/find out from all clients their mobile phones, e-mails and simply flood them with spam about your car brand, but even if you succeed, then clients have long ago developed immunity to such advertising mechanisms and you lost in any case.

And here is the aerobatics:

A call from a potential client with a clear question, to which he will receive part of the answer over the phone,
and some in the car dealership, when it comes to you for the second time,
and this is a question of correct dialogue on the phone and a question of correct modeling of this situation for selling cars

We discuss these approaches at our corporate training for car dealers .

And by the way, this approach is applicable to the sale of any expensive products and services.

But what needs to be done for this call to happen:

Our phone numbers are written everywhere, sales managers tell me proudly, and I answer them: everywhere means nowhere .

A person will always be interested in an individual approach, individual communication, and not stereotypes, so the best recommendation is very simple:

there is no need to lure out phones, it is important to give your business card, and also write your mobile phone number, always by hand and always next to the car.

This will emphasize your respect for the client, his significance and uniqueness, as well as his status, and therefore, it is quite possible that in moments of reflection he will call you and you can wrap it up for the next round of decision-making, but I just draw your attention:

It is decision-making, and not simple free information, and this is already a matter of corporate training for sales managers.

By the way, so that you don’t end up with vampire clients who only lure out information but don’t buy anything, I recommend that you read the article: How to deceive a sales manager