Let's Sell More Cars Now!
Glengarry Glen Ross: “We’re adding a little something to this month’s sales contest. As you all know, first prize is a Cadillac Eldorado. Anybody want to see second prize? Second prize is a set of steak knives. Third prize is you’re fired.” If you think times are tough, and they sure as Hell are, imagine being a car salesman. Wait! Imagine being a car salesman trainer. Someone like… Jack Bennett (find him at youshouldsellcars.com, although his mantra is “you can sell cars”). Jack writes a regular column for Dealer Sales & Marketing. So, I wondered how Jack would take the current, uh, “challenges.” “I remember a time when I was working at a dealership and a technician came to the showroom. A salesperson was standing at the window with his hands in his pockets. The tech said, ‘All you sales guys do is stand around with your hands in your pockets.’ The salesperson turned and said, ‘Sometimes my job is to stand here with my hands in my pockets.’ And you know he was right. This salesperson is trained to do one thing: serve people. So when the letters have all been sent out and the follow up calls made, sometimes he has to wait for the people to serve.” Read more? Well it could change your life.
When it comes to drumming-up new biz– or, indeed, any biz– Jack’s got jack. So, meanwhile… “If you were to look at all the deals you didn’t get, all the customers that walked, I’ll bet a high percentage of those deals had missed steps [listed in the column], or the steps were not done well or done completely. There you have it, short and sweet. Let’s get back to basics, do what we do best and sell some cars. Good luck and great selling… and remember, don’t take no for an answer.
Sherman Lin on Oct 23, 2008
I just want to be able to buy a mass produced car in the same manner that I buy every other mass produced item. There is more than a little "schadenfreude" from what is happening to dealers. Especially as everytime people express the sentiment that they want to be able to buy cars like every other mass produced item in life, the dealers and car sales types come on this board and express things like just pay MSRP or you won't have anyone to complain to.
Swervin on Oct 23, 2008
Full disclosure I am a salesperson. Sherman Lin It is natural when someone suggests something and you see a flaw in there logic to point it out. I have been in the auto business for 12 years and I can tell you that a person's merit is proven when things "go sideways". That is why people always pipe up in these threads. I think of the example of bank ATM's. It seems that we have come full circle and now dealing with a real human face to face is considered a selling feature. Cheers Swervin
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