Positioning for $ucce$$
The difference between victory and defeat is opportunity and ability. In our industry victory is measured by profitability, customer satisfaction, and the number of units sold.
Profitability allows a dealership to grow and its people to prosper. Profits pay bills, meet payroll, and distribute benefits. Dealership profits come from sales, service, parts, body shop, rentals, and the sales business office.
The products in the sales business office must be viewed as both keys to customer satisfaction and a vital profit center for the dealership. In today’s environment most of the products can be placed in a non-charge-back arena.
Opportunity is the first step in obtaining victory. The sales business manager must see every customer at the point of commitment. No check should ever be written in the sales department. The sales business manager should receive all monies connected to a vehicle transaction.
Ability is the next step to victory. The sales business manager must be the one who conducts the credit interview and works with the customer to secure financing. The sales business manager then proceeds to present products, showing how they will benefit the customer’s peace of mind and future budget.
Training is essential. The vendors you do business with should be in contact with your sales business manager at least once a month. Company representatives should be in charge of policy and procedure training for each company they represent. A first rate sales seminar can address $ales and organizational skills development needs.
A manager who has all the ability in the world will see limited success without opportunities to present to the customer. Success will also elude a manager who has opportunity without the ability to professionally present products. The keys to victory in the daily battle of business are opportunity and ability.
What changes need to be implemented at your dealership to ensure optimum opportunity and awesome ability