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Marc McGurren

Marc McGurren Partner

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A question every ISM or BDC Manager must ask themselves and their team?

I was recently in a dealership and was sitting across from a salesperson that is a top producer.  He consistently is a 17-20 car guy and in November he ended up only selling 7 cars.  I could tell he was down in the dumps.  His happy go lucky energy was nonexistent and just wasn’t himself. 

So we took a look at his current opportunities to see if he was doing anything different that would cause this slump.  We noticed he was hardly following up with his customers.  When he did, it was a half-hearted attempt. This was completely abnormal for him.  

I started asking what was going on to see if we could find the root of the problem.  While we were talking he kindly interrupted me and told me he knew what was going on.  He was discouraged.  Down.  Tired of following up with customers that do not respond.  

He has been selling cars for 30 years and for the past 7 months he has been taking Internet leads as well as floor ups.  As one can ascertain he is not used to following up with customers the way he has been for the past 30 years prior.    

I told him that consistency is key and that he ultimately is creating a self-fulfilling prophecy.  By not putting everything into every lead, he was not seeing the return he had been used to…therefore customers were not responding as much, and thus he was even more discouraged and putting less and less effort into giving the customer a great experience.

I told him he wasn’t alone.  This is common for an Internet Sales Manager but somehow someway he had to stay motivated.  He then flat out asked me…

“How do I do that? I spend all this time communicating with customers and I don’t see the results. They don’t respond, they ignore me, they are flat our rude. How do I stay positive in the midst of all of this?”

I went on to tell him how I thought he could stay motivated, but he posed a phenomenal question that almost every ISM or BDC person has every experienced.  How does one stay motivated when their close rate is 10, 12, 15, or even 20+%? 

I will follow up with another blog post on how I responded to this salesperson on how he can stay positive in the midst of day-to-day operations in a dealership.  But in the meantime let me as you the reader.  

How do you and your team stay motivated with 8 out of every 10 Internet leads do not buy from you???  What are some things you wish you were doing that you aren’t?  What have you seen work at your dealership that others can learn from?

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