From the “yeah, that will work” file comes word that Chrysler is pushing dealers to hire more salespeople in order to make its five-year plan goal of increasing US-market sales by 45% this year. Spokesman Peter Grady tells Bloomberg via a leaked memo to dealers
While it’s still early in the calendar year, now is the time to act. Hiring additional personnel in preparation for the spring market is essential for success in 2011.
But aren’t the newly updated Chryslers supposed to sell themselves? Seriously though, the real problem with this plan isn’t simply that it reeks of desperation… it’s that Chrysler is going to have to do more than just increase its number of dealers. After all, isn’t quality as important to a sales force as quantity?
And, as it turns out, the quality side of things isn’t looking great either. According to Grady’s leaked memo
After analyzing our competitors and your 2010 financials, we believe there’s still some work to do. Chrysler underperforms by almost two vehicles per month per salesperson.
There’s no way simply adding more salespeople to the equation is going to change that. Either Chrysler is going to need to adjust its expectations for this year, or you’re going to see the incentives come out with a vengeance despite CEO Sergio Marchionne’s blithe dismissals.