We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
The other day, the board-leader at one of our clients stores remarked: "I haven't had a fresh up in days, all I get lately are internet customers visiting the store." I wonder what a "fresh up" means to Joe? What's an internet customer to Joe?
It never ceases to amaze me how so many salespeople categorize their "ups" and "leads" into types based on how much research the customer may or may not have done prior to visiting the store. I would bet that Joe also mutters under his breath that "their not buyers" when the customer says they were online before the visit. Would he also think that they are not buyers if they said "I talked to my Uncle John about this car before I came down, he knows everything about cars." I would bet not.
Hint: If you are not helping the customer that visits the store (because they are not buyers), you are not helping anyone, yourself included. Think about it, they would not be visiting the store if they did not need something. Most salespeople understand this most basic principle but also CHANGE their approach when they learn that their "up" came from the internet, Costco, the credit union, anywhere really (except for Uncle Johns).
The only reason you are on the lot is to help people buy cars - period. If people visit your lot, help them. Help them FIND the right car. Help them DRIVE the right car. Help them BUY the right car. Help them no matter where they came from or why they visited. I may be preaching to the choir but I'll continue until I stop hearing about salespeople changing their approach because of what they THINK vs. what they KNOW.
Start with this: "Hi, my name is David, it is my job to HELP you." Don't be surprised when nearly everyone will smile and begin to tell you HOW to help them ;-)
David is a tech-guru at MyGoalTracking, he can be reached at email@example.com or by visiting http://www.mygoaltracking.com