From ‘Covid’ Cruise Control to Classic Sales Techniques

The automotive sales landscape has seen a dramatic shift from the easy sales days of the “Covid Years” to the current more challenging environment. During the pandemic, low inventory levels meant customers often had to take whatever was available, making sales relatively straightforward. Now, with inventory back to normal and interest rates still higher than in years past, salespeople must work harder to close deals. This shift emphasizes the need to get back to the basics of the sales process, focusing on training, customer service, and long-term career development for our sales teams.

Open Communication and Support

Open communication is crucial for creating a supportive work environment. By engaging in regular, meaningful conversations with our team members, we can understand their challenges and provide the necessary support to overcome them. This not only helps in their professional development but also builds a strong, cohesive team.

Car Sales Training and Reinforcement: Back to Basics

In the post-Covid sales environment, it’s crucial to regularly train our sales teams. This training should not focus on gimmicks or quick fixes but rather on reinforcing the fundamentals of the sales process and customer service. Ensuring our teams understand the products they are selling, know how to effectively follow up with leads, and have the tools to provide exceptional customer service is key to sustaining sales performance.

Monitoring Progress with Employee Scorecards

Using scorecards to monitor daily and/or monthly progress is an effective way to track performance and identify areas for improvement. However, it’s important to approach these discussions constructively. Instead of focusing on what the salesperson should have done, ask open-ended questions that encourage self-reflection and growth. This approach fosters a positive environment where employees feel supported in their efforts to improve. Very little is gained when we start a sentence with something like, "What you should have done is..." Instead, help lead them to the answer rather than forcing it on them.

Refining Customer Interactions with Role Play

Role play activities are an invaluable tool for refining and improving customer interactions, which directly enhances sales performance. They are also something that almost everyone hates. Why? Because they do what they are supposed to do - intentionally put us in uncomfortable situations. By simulating real-life sales scenarios, car salespeople can practice and perfect their communication skills, learn to handle objections, and build confidence in a controlled environment. These exercises allow team members to experiment with different approaches and receive immediate feedback, helping them to understand what works and what doesn’t. Role play also encourages empathy, enabling salespeople to see situations from the customer’s perspective, which can lead to more personalized and effective service. Ultimately, this continuous practice ensures that salespeople are well-prepared for actual customer interactions, leading to higher conversion rates and improved customer satisfaction.

One-on-One Meetings and Goal Setting

Regular one-on-one meetings with team members are essential for reviewing progress, determining what does or does not work, and providing time for setting realistic goals. These meetings help employees see the bigger picture of their career path, rather than focusing solely on their performance for that singular day or month. By setting long-term goals and providing continuous support, we can help our team members stay motivated and committed to their career growth with us. 

Certifications and Continuous Development

Each of the points I’ve talked about so far are the primary building blocks for you to create tailored employee certifications. Employee certification programs will keep our salespeople up to date on training and career development. We’ve done this forever with our automotive technicians, but why not our car salespeople, BDC agents, or elsewhere?  Tailored employee certifications can cover various aspects of the sales process, customer service techniques, and product knowledge, ensuring our team members are always learning and improving. This not only enhances their skills but demonstrates our commitment to their professional development. 

Career Path and Long-Term Vision for Car Salespeople

Now, how do I cultivate long-term value out of employee certifications? If our employees don’t understand where they are, where they’re going, and how to get to the next “level,”, what is keeping them from leaving us when an opportunity to jump ship comes along? Helping our automotive salespeople see a clear career path within our organization will significantly impact their motivation and drive retention. When team members understand how their daily efforts contribute to their long-term career goals, they are more likely to stay engaged and perform better. Creating structured career paths with defined milestones will help them visualize their future and stay focused on their growth. Structured career paths are also proven to improve our ability to recruit.

What Now?

As we navigate the post-Covid sales landscape, it’s more important than ever to focus on the fundamentals. By prioritizing training, setting clear goals, creating certification programs, and supporting our team’s long-term career development, we can ensure sustained success. If you’re interested in learning more about how to implement these strategies in your dealership, reach out to us directly. Let’s work together to build a stronger, more resilient sales team for the future.