When you look at your sales team, what do you see? Chances are, you’ve got a go-getter or two in the bunch; a couple of people who have potential but are essentially gold bricks; and a handful of average sales representatives who sell about seven cars a month. When you put them all together, you get average results. Are you okay with average?
According to Dealer Marketing Magazine, they’ve combed through the data and found that seven is the average number of sales made by a salesperson per month. However, with just a few simple steps, you can take your average and give it a boost.
Following Up on Leads
Most of your leads will have a specific car in mind when they reach out to you, but don’t just give them specs on that car – provide them with multiple options. You can even use what other customers have chosen as an example of why they might prefer a different make or model.
Get personal with your leads. Take something that you know about them and inject that into your communication with them. For instance, if they live nearby, offer to drive a car out to them so they can give it a test drive.
You know most of your customers have done their research online before they come to visit you. However, if they’re researching on your site, give them added incentive to stay on your site by offering third-party references, giving them the option to learn more about their favorite cars.
Don’t Respond Too Rapidly
You would think that the top performers jump quickly on a sales lead, but research shows that the fastest responders with lead response rates of less than 15 minutes aren’t the best sellers. The sales team that responds in 16 to 30 minutes will sell about 25 percent more cars than those who do it in 15 or less.
The problem with responding too fast is that you’re probably too eager and compose an email with the wrong information in it. Slow down, write it properly, and see your sales boost.
It’s not enough anymore to just set an appointment – you need to confirm them. Push your sales team to make confirmations because dealers that do this see 150 percent more meetings per month. This will not only produce more sales, it will also lower your flooring costs. All you have to do is commit to a process that makes setting appointments easy, then confirm them 24 hours before the appointment.
What are you and your sales team doing to be above average?