Woodworth Chrysler Dodge Jeep Ram Ltd.
Sales Value Model: Agree or Disagree?
Ok, I know this will be controversial. What are your thoughts on the following;
At 22 years old, with no cell phone, sales experience, or connections in the industry, I started a journey that continues today. When I gave my 2-week notice building 400 barrel oil tanks at Ranchers Welding, I actually asked my boss if things didn’t work out in the first month of sales, could I have my job back. After he finished laughing, he said: “yes of course, but I think you’ll do fine.” With an obligation to the Managers who hired me, great mentorship from Troy, whom I’ll forever be grateful for, and a work ethic that separated me from others, I was able to find success in Sales and my passion.
The work ethic is what rapidly sped up my success in Sales. Because I viewed Sales as my own business and seeing first-hand from my family what it takes to operate and sustain a successful business, I knew that work ethic was going to be crucial to have a lasting career. The bonus was I truly enjoyed what I was doing and who I was working with, which made the long hours feel less like work and more like being at my home away from home. Getting up at 6:00am and getting home from work at 7:00pm, 6 days a week was normal. There were nights when I was home at 10:30pm and times when I went in on Sundays. It’s absolutely necessary, in my opinion, that in order to build a successful business for the long-term, you must be willing to put the work in during the early years.
What I found was after the 2-year mark, I was starting to spend less time at the dealership but making more sales. The referrals and repeat business started coming in and only then did I realize the power of personal branding and relationship based selling. It’s imperative to have a supportive team around you while going through this journey. Without my “Silent Partners”, there is no way I would have had the level of success I did. Building a business is stressful, hard, exhausting, yet exhilarating, fun, and fulfilling, sometimes all of this on a daily basis!
The ReThink Selling Value Model I put together with my Business Development Coach shows the commitment it takes to build a long-term, successful business. The value is in trading time at the beginning of your sales career with lower sales for higher sales volume over the long-term, eventually being able to work fewer hours while increasing your sales.
Would you agree or disagree with this concept?
Are you a Newbie, Pro, Rockstar?
What level is each of your Sales Consultants at?
Where do you want to be and how quick do you want to get there?
Are you disciplined enough to commit to reaching your potential?
To me, we all have the ability to be Rockstars. If someone else can do it, why can't you?
Looking forward to feedback on this, make it a great day!
Brandin Wilkinson is one of the Top Automotive Professionals in North America, as recognized by Automotive News in 2016. Brandin is the Co-Founder of BidzAuto Ltd., ReThink Selling, and the Owner & President of Woodworth Chrysler Dodge Jeep Ram Ltd.
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6 Comments
Chris Murray
Independant
Brandin, I have just completed my 35th year in this business which started out as a temporary job. As in any business venture time investment is all we have and the more we invest our time, energy, enthusiasm and focus the better off we will be and the faster we will reach success.
I agree with the thoughts for sure.
Ian Coburn
GPA Training, Inc.
I find the term "relationship selling" interesting. Coming from other industries in sales, what many in auto call "relationship selling" other industries call "sales" and "selling." Selling based on product points is actually marketing, just doing it verbally. While many in auto refer to this as "sales" and "selling," other industries label it "pitching" or "pushing product."
The challenge with pitching is we offer no value when we pitch. Anyone who knows the product can pitch. But when we sell--ask questions to identify needs--we then offer value. "Suggestive selling" often uncovers problems the customer didn't know they had, enabling us to offer solutions. This could mean the customer coming in wanting to buy one type of vehicle and leaving with a completely different one which much better fits his/her needs. That's when we get a lot of referrals--"You should see so-and-so. He/she really helped me a lot, covering stuff I didn't even know mattered."
So it's not surprising that a newbie would tend to pitch more but, as he/she learns more and gets more comfortable, the transition to selling is made gradually over time. Many sales reps, unfortunately, don't learn this innately. This is difficult to watch and a big reason I got into training--it's hard to watch someone in their 50's working their ass off and still not hitting numbers after 30+ years in the biz and it happens A LOT.
Great points, Brandin. Thanks for posting. .
Brandin Wilkinson
Woodworth Chrysler Dodge Jeep Ram Ltd.
Awesome feedback Chris and Ian, thank you!
Ian Coburn
GPA Training, Inc.
Need to correct an error in my post (can't seem to edit it once up): When I typed "suggestive selling" I still meant "relationship selling;" I have a tendency to mix the lingo... Sorry for any confusion.
Amanda Gordon
Self
Brandin GREAT stuff!
Completely agree with the fact that you must put in the work to reap the rewards. That is relevant to business and life. Weather it's fitness, parenting, starting a new company or simply getting your finances in order, you always, always, always reap what you sew.
I just spoke with a gentleman in boston by the name of Mario Lee , who as a sales person at a used car outfit averages 50 cars a month however last month he had a record of 78. When asked how he does it, he answered "easy, I have an assistant and I don't sleep." I found that funny because I remember those days early in my career 16 years ago. Within 6 months of being in the auto industry I was promoted to the Finance Department. Certainly a raise and certainly more hours. Absorbing and learning with little formal training and much hands on education. Although the 60 Hour work week is still alive currently, long gone are the 80-90 hours and I have a business/dealership that I have built from the ground up that I personally can be proud of and am helping young women such as myself along the way.
So yes, the hard work is necessary IF you want a successful future built by your own hands and on your own terms.
Amanda Gordon
Self
Good stuff Ian and Chris