We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
I am confident writing that there isn't a dealership sales department that enjoys not closing the deal when the client is in the showroom or even worse, losing the client completely to a competitor.
Unfortunately, we see it happen everyday in our showrooms and for the most part, we chalk it up as part of the business right? From a BDC perspective, I find it almost embarrassing when this happens. Now I understand it will never be 100%, but why not put forth the extra effort to make it a goal?
Think about all that goes on behind the scenes prior to a client arriving in the showroom: online reviews, peer consulting, digital marketing efforts, advertising, searches, internet inquiries, phone inquiries and I know I left much more out but you get the idea. This usually is months in the works and all let out the door with a simple WE CAN'T attitude or what I like to refer to as WE'RE LAZY
attitude when working the deal with the client.
Let's take a step back and think about all those times a client has arrived to your dealership interested in a certain pre-owned or new vehicle and ended up driving home in a vehicle completely different? It happens all the time for many different reasons but it took the lead of sales manager or highly skilled sales advisor to lead the client into another direction and close the sale.
Now, back with the client that isn't closing on the vehicle presented and demonstrated. You spend hours with the client, beat the sales advisor up every time they come back into the office, and still attempt to squeeze blood out of that turnip while watching the client getting back in the vehicle they drove up in with the impression of what you as a dealer CAN'T do for them. Pretty powerful huh? It has NEGATIVE EXPERIENCE written all over it. Say goodbye because chances on ever working that client again are very slim unless you left them with the impression of what you as a dealer CAN do. Taking the time to show other vehicles and present figures on those two or three other options while the client is in your showroom will do a world of difference and they may just finalize a deal with you then. If not, you have much more to talk about during that follow up call to them. How many more cars will you sell? I don't have a definite number but I am confident to say more. Spend a little more time and give a little more effort and it will pay off.
Clients everyday around the country are visiting dealerships left with the WE CAN'T impression from the dealer. We can all change that by showing them what WE CAN do for them. Good Selling.