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Brian Maxwell

Brian Maxwell Automotive Sales Training Expert

Exclusive Blog Posts

Top 6 Things Car Dealers Do To Make Car Buying Difficult

Top 6 Things Car Dealers Do To Make Car Buying Difficult

[youtube https://www.youtube.com/watch?v=3R7Y3kZIDVg] Your Turn To Drive discusses Top 6 Things Car Dealers Do To Make Car Buying Difficult.  Jim D…

Choose the correct CRM for your dealership OR pay dearly

Choose the correct CRM for your dealership OR pay dearly

With all the CRMs on the market today, finding the right one for your dealership is becoming more challenging than ever. There have been massive changes in…

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

Why Social Media Marketers Won’t Replace Your Sales Team

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Social media is changing the marketing profession in remarkable ways. According to the Public Relations Society of America (PRSA), the social media analyti…

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.

raphael chan
Thank you for a great article! I agree that there needs to be a mix as the whole cradle to grave mentality may be coming to an end.
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.

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