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Brian Maxwell

Brian Maxwell Automotive Sales Training Expert

Exclusive Blog Posts

Texting for Business Landlines - Wait, you can text landlines?

Texting for Business Landlines - Wait, you can text landlines?

I understand that there are many texting platforms but not all texting is created equal. Often dealerships have found trouble with providing one number to …

Tech-Pocalypse Now!

Tech-Pocalypse Now!

There’s a shortage of technicians most dealerships are experiencing, and the drought has no end in sight. Unwittingly, well-trained technicians n…

Making the Sale by Communicating with Your Customers

Making the Sale by Communicating with Your Customers

You may see and talk to dozens of customers on any given day and while most of them are at your dealership to purchase a car (some may just be browsing), o…

5 Referral Program MYTHS - BUSTED!

5 Referral Program MYTHS - BUSTED!

Myth 1: Referral Marketing Programs are less cost effective than other marketing channels. FALSE! 92% of people trust recommendations from friends over…

A Dealership Went Pro-Police And This Happened

A Dealership Went Pro-Police And This Happened

There's a lot of anger in our country right now - for a variety of different reasons.   Sadly a lot of that anger is coming out against the men…

Good Sales People Are not Born They’re Developed

Finding talented, productive, and profitable sales professionals for the dealership can be time consuming and very tough cant it?


Training budgets have been cut back to the bone to preserve cash flow in these challenging economic times, so we cross our fingers and hope that good sales people are born and all we need to do is find them and recruit them!

One major obstacle is that often good sales people tend to stay loyal to their employer and rarely come on to the open market. If they do move, they tend to via the unadvertised market through referral and word of mouth. So it seems logical to ‘make’ or develop good sales people ourselves.

There seems to be is a lot of confusion regarding the terms ‘hunters and farmers’. Unfortunately it means different thing to different people. So what is a ‘hunter’ sales person? A broad definition is a sales person that thrives on generating new business in new clients. The problem is that on the whole ‘hunters’ lack motivation to nurture ongoing relationships and manage the associated administration of maintaining an existing client relationship. ‘Hunters’ can neglect clients as they search for the next big deal and the ‘buzz’ of cracking yet another new account.

This can of course be remedied by transferring the client over to a ‘farmer’ who excels in maintaining and developing relationships with existing clients. Each sales style is crucial in any organizations however, it can be cost prohibitive to have both styles covered by different people and a balance needs to be found.

Just recruiting ‘hunters’ can be a real problem as it can leave your existing clients neglected and frustrated and prone to seeking out alternative partners, your competition!

It is well know that it costs considerably more to attract and win new clients than maintain and care for existing clients. Whilst it is vital to have a fresh crop of clients developing at any one time it is important to ensure that the balance is right. Conversely just recruiting farmers can leave you exposed and reliant on too few clients and a dwindling pipeline of opportunity.

Ensuring that your sales team is united in its goal and have a shared and clear vision of what they are required to achieve is vital. Unfortunately, this is rarely communicated succinctly by management teams and whilst sales teams can appear productive and busy they may not truly be in alignment with the company’s strategic and tactical objectives.

What messages are you giving to your team? Are your remuneration and incentive schemes driving the desired behavior and motivation? How do you reward success and failure?

Many factors will affect sales teams’ performance. The following questions and suggestions may provide an insight in how to improve your sales team’s success.

How can I increase sales performance?

Work on developing confidence and overcome negative experiences and promote a positive attitude and the opportunity to improve and develop.

Alexander Lau
You've a spelling error in your blog title, within the slider on the home page. o_O
Mike Jeffs
Sure do. Thanks, Alexander!
Brian Maxwell
Thank you Alexander!
Josh Phelon
I feel a salesperson's ability to maintain a positive outlook, during and after a negative experience, correlates with their vision as a sales professional -- or lack thereof. Thanks for sharing, Brian.
sheikh waleed
Great Research. Thank You for sharing these worthy tips.

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