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Jared Hamilton
From: Jared Hamilton
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Trace Ordiway

Trace Ordiway Internet Sales Best Practices Consultant

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A TALE OF THREE SALESPEOPLE

This is a true story told to me in 1996 BC (Before Computers) by sales trainer extraordinaire Diana Ball Cooksey. (www.dbcooksey.com)

Diana was a busy working professional and single parent with little time for projects outside her day to day work and home responsibilities. But she needed to buy some health insurance. So she left voice messages after hours (this is the days before PCs, remember) with three agencies, requesting an estimate/quote and providing her name, the ages of family members she wanted to insure, her insurance purchase goals and explaining that she had little or no time to devote to insurance shopping during the work day.

Agent 1 called the next day during business hours with a message to call him back during business hours.

Agent 2 called the next day during business hours with a message to call him back anytime.

Agent 3 called the next day during business hours and in his message gave her some estimates and a deadline after which these numbers would have to be re-figured.

Diana was busy and did not return the agents calls.

Agent 1 never called again.

Agent 2 called back a few days later during business hours with a message to call him back anytime.

Agent 3 called twice that week with messages offering to meet Diana after hours and/or at her home, if necessary, so she could purchase before the rates deadline.

Diana was busy and did not return the agents calls.

Agent 2 did not call again.

Agent 3 faxed a proposal plus an application and a note offering three times he was available to meet (during or after business hours) with Diana to close the deal before the rates deadline.

Now armed with a proposal/quote from Agent 3 Diana called Agent 2 and asked for a quote for the same type policy. Agent 2 replied the next day that he would need to go over the numbers with her in person in his office and when would she like to come in?

Can you figure out the rest? A few days later Agent 3 was sitting in Diana’s office, after 5pm, selling her the policy.

Oh, and a couple weeks later Agent 2 called to ask if she was still in the market.
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Are we doing everything possible to make it easy for people to buy from us? Or are we Agent 1 and Agent 2?

(http://ordiway.com/BestPracticesBlog.html)

Jared Hamilton
Great story. Think about how difficult we make it for our customers to do business with us. We put up barrier after barrier. over 80% of web customers are online starting with a search engine. How well can you be found? Customers email a dealership for price and availability information. Most dealerships still count response time in hours. Do you actually respond with price and availability information? (big disparity in our industry here) Customer calls for price and availability information. We are taught to avoid giving information and to get them to the store. Somehow the customer shows up. Prices are not marked, product info is not posted well & most sales people are often poorly trained because training is sparse at best. Customer asks "how much is it?" Sales person responds "Lets drive it first. Any price I give you is too high if the car isn't the right one. After we find the right car Ill work for you to make sure my manager gives you the best deal." Seriously?? the 1970's called and wanted their cheezy sales line back. We finally write up the customer. It takes an hour or so of back and forth after being "power-penciled" to death from the desk. Its surprising more customers dont leave during this process. They can get a price online from a number of sources is seconds, what takes the desk so long? Then comes the wait for the finance office, and more grinding. In the end the sales person does a delivery and explains how important CSI is so "if for any reason you cannot give me 100% satisfied all the way down the survey please contact me so I can make it right." Naturally I'm exaggerating some and the process varies GREATLY between stores, but the bottom line is many dealerships do business centered on the dealership. The most successful business are generally centered on the customer.
Jim Chamberlain
Jared, you stated "Naturally I'm exaggerating some...". Where? Sounds to me like you have been sitting in our showroom.
Mark Snethkamp
Well put Jared... I guess the question is how does a salesperson working in that store thrive when the desk and the F&I departments are run the way that they are?
Mark Snethkamp
Well put Jared... I guess the question is how does a salesperson working in that store thrive when the desk and the F&I departments are run the way that they are?

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