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.