Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
kurt kubicki

kurt kubicki VP Marketing

Exclusive Blog Posts

5 Reasons You Should Seek Out Consumer Generated Content

5 Reasons You Should Seek Out Consumer Generated Content

It may seem like a good idea to always be the one writing about your dealership, but in reality consumer-generated content is as important, if not more so,…

DealerRater Reviews now Available on Cars.com

DealerRater Reviews now Available on Cars.com

DealerRater pushed a press release today that they have pushed reviews to the Cars.com Platform. According to the press release, this is about three millio…

Why Should You Attend NADA 2017

Why Should You Attend NADA 2017

As you investigate the possibility of attending NADA in New Orleans this year, you might be questioning the benefits of attending. It’s possible that…

The Most Wonderful Time of Year for Luxury

The Most Wonderful Time of Year for Luxury

It’s that time of year again: lights line the houses, the air is brisk, and luxury manufacturers are trying to make sure their vehicles are the best …

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

Staying on the 'Road to the Sale'

 

An in-depth report based on interviews with 250,000 customers of more than 250 dealerships tells us customers most often walk without buying because we wandered off or away from our Road to the Sale.

 

We’d like to believe customers’ excuses for not buying – “It’s not in my budget” or “I'll be back tonight with my wife" – but the facts say differently.

 

A report by an Unsold Research Call Center found that 27% of customers who left without buying did so for reasons within dealership management control. Ouch!

 

Here’s what real customers said about why they left a dealership without buying:

 

•           Rude and disrespectful treatment by sales personnel

•           Sales staff not being knowledgeable about product or

financing information

•           Appointments not kept by the proper sales staff member that customer was expecting to meet with

•           Condescending attitude and not working directly with or talking to a female when a male was present with her

•           Not being respectful of customers’ time by back and forth communication with sales desk manager

•           Manager who took a turn seen by the customer as rude or too pushy and lacking empathy

 

Without commitment to (and accountability for) following your Road to the Sale with every up, the entire sales process falls apart. How is yours? Here’s what research tells us are the most frequent missteps:

 

·         The product presentation

·         The demo drive

·         The service introduction and walk

·         The manager TO interview

 

Take detours on this road at your own risk. Want to know more about improving sales, be-backs and decreasing third-party leads, click for the report, “An Auto Dealer’s Guide to Outselling the Competition.” 

Chris Costner
Kurt, great post. It all boils down to the process of the road to the sale as you say. It doesn't matter how the dealership staff feels everything went. The customer's perception is everything. It's a process that is so easy and yet is made so hard day in and out. Thanks for sharing.
kurt kubicki
So true Christopher, one of the problems that we see constantly is that we are so used to the process in our business, that it is easy to overlook it, and cut corners. It reminds me of what Vince Lombardi said about playing every down like it was that one play in the game that was going to change the outcome of the game. Unfortunately there are about 165 plays in a game, and we need to have our head in them all, and play hard on every one....

 Unlock all of the community & features  Join Now