If you were to ask most sales managers what customers don’t like about the automotive industry when shopping for a vehicle? They usually say, “customers don’t like to be controlled” “they don’t like the haggling process” “ they want more information” and so on, and so on. These are just objections. Great salespeople overcome objections before they become objections.
Sales managers need to do the same when recruiting new hires. When an applicant is looking at your ad on one of many recruiting sites, they just keep scrolling unless the ad is looking through their lense, considering their needs, and overcoming their fears. Let’s take a look at some of the fears your potential applicants experience when looking at your ad or considering a job within your organization.
Our reputation as an industry is still negative. Getting young people to buy into the dealership can be a challenge. They might just look at the automotive industry as a job instead of a career. How many times have you heard the term“used car salesman”? That usually never used to describe someone in a positive light. Who wants to do that?
They don’t think they’ll be good at it. Some people think it takes a special personality trait to sell cars. They try to envision what that looks like based on their knowledge and experiences and they convince themselves that it’s not them.
Being a car salesperson or a service writer at a local dealership doesn’t scream growth and development. Where do I go from here? Is this something people do forever? What’s my career path?
Some think “I know most car salespeople work on commissions, and I can’t take that chance.” I have a family and bills to pay for. Most people are risk-averse and will take lower guaranteed pay over the potential of a higher variable income.
They think, “I don’t know how to sell cars, how do you even learn that?”
Last, but not least, it’s not an office job. So many people think that selling cars is just standing in front of the dealership waiting for customers to show up. You and I both know that is not the case for a good salesperson.
I’m sure there are other fears that I didn’t mention, however, I hope you get the idea. If you want to attract more applicants and have a successful recruiting strategy, you must be empathetic to their needs and their fears. Some of you may be thinking to yourself, “well, if they don’t want it, then I don’t want them” and that’s a bad way of looking at it. We would never say that to a customer or at least shouldn’t. Some of the best salespeople I have met are not your typical salespeople and most of them have a story of how they started, and stayed, in the automotive industry. Knowing and understanding their fears will bring you closer to building your team.