The Selling Cycle – Part I Prospecting
The selling cycle begins with prospecting for customers. The best places to prospect for new business are away from the dealership. In today’s marketplace, waiting in the show room for new business to walk through the door will not yield the income sales consultants desire and their dealers demand.
If you are a sales consultant who avoids prospecting from fear of rejection, read on to discover prospecting activities that can take you from fear to fun and fully reward your initiative.
Idea #1
Figure 5×5 for the classifieds. Track the ads and make 5 calls about those that have run for 5 or more days. Has the unit sold? Why are they selling it? Do they need a replacement unit? Your inventory manager might want to add the unit to the dealership’s inventory.
Idea #2
Check up with medical and dental offices. Ask if you can leave brochures in their waiting rooms. Wouldn’t you rather mark time admiring the latest RV models on a colorful glossy brochure than flipping through old magazines?
Idea #3
Comb hair salons and barber shops. Their customers often have to wait to get into the chair for the trim or new hairdo. Why not give them an alternative to gossip publications?
Idea #4
Delve into the dealership’s 4-5 year-old deals. Look especially for orphan owners. Send a letter to introduce yourself as the sales consultant who would delight in helping them with their future RVing needs.
Idea #5
Hone in on your customer’s hobbies. Do they play tennis or golf? Visit the club and introduce yourself to the Pro. Give the Pro a coffee cup, pens, or other dealership momento. Club Pros see many people and can be a great referral source for new business.
Idea #6
investigate the major industries in town. Get acquainted with the Internet, fleet, or acquisitions manager. Let them know that your dealership provides service to local patrons better than anyone else can. Identify yourself as the transportation solution for the company and its employees.
Idea #7
Do your civic duty. People like doing business with successful business people. Your involvement in community groups such as Rotary and Lions will bring visibility and more sales.
Idea #8
Select Service. Ask your service advisor/manager about older units that need repair. Perhaps now is a great time for their owners to trade up.
Idea #9
Make personal bill payments business matters. Include your business card. You might add a note that reads:
The sale of a recreational vehicle made this payment possible. Would you and your family like to own one? Call ______________________ at __________SuperStore. I look forward to showing you the rewards waiting for you when you GoRVing!
-Friendly Sales Consultant
Idea #10
Take care of business when you pay for lunch, dinner, groceries, or gasoline. Your business card left with your payment may be just the nudge someone needs to act on a desire to own a RV.
People like doing business with someone who shows an interest in them. They like having a friend in the business. They want to be in charge of their own destination at their own pace.
Great sales consultants are neither overbearing nor reticent. They are folks like you who like helping people find what they want. What a wonderful service you provide! Helping friends you simply have yet to formally meet and turn into lifetime friendships.
Mark a date on your calendar to go friend-finding one morning each week. Track your activities to build traffic and then count your additional sales. You’ll be able to add Idea#11 in no time!
RV Executive Today, July 2003, p. 12&15