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5 Ways to Sell Like It’s 2008
By James Binkley, founder and CEO of Binary Automotive Solutions
Before 2008, dealerships were in charge 3. Make Value More Obvious.
of the sales process and the associate with Another way to regain control of the sales
the best Rolodex was king. That’s because a conversation is to adapt your sales tools and
PRE-LICENSE career salesperson inside the store was the process to keep the focus on your unique
customer’s “guy” and he advised them on selling proposition.
CALENDAR what to buy. For example, if your sales team uses the
February 10, Atlanta Then, in 2008, the bottom dropped out of grid approach to negotiating a sale, at least
February 13, Norcross the automotive retail industry. In an attempt try modifying how they use the four-square
to stimulate car sales during the downturn, to emphasize value over price.
February 19, Macon OEMs introduced stair-step incentives, a
February 29, Atlanta practice that resulted in dealerships being You could provide your sales staff with a
March 9, Atlanta forced to offer deep discounts in order to green-inked rubber stamp saying “includes
“move the metal” and qualify for a bonus. lifetime warranty” or “free oil changes for
March 12, Norcross Money was based on units moved and not life” or whatever you choose to promote.
March 16, Atlanta gross billed. Green is a color with positive connotations,
March 25, Macon such as getting the green light.
March 28, Atlanta Eventually, the economy moved forward
with one huge exception: salespeople Value is not just a bullet point in your sales
continued with the same mentality they conversation. It’s a vital part of the deal.
TO VIEW MORE DETAILS, VISIT: held during the recession. They never went
georgiacardealerlicense.com back to being the customer’s “guy.” 4. Make Value More Convenient.
The goal is to have the customer see that
Let’s rewind to 2008 to disarm those value is not just a bullet point in your sales
customers and regain control of the sale. conversation. It’s a vital part of the deal.
Service plays a critical role. Show them
Are you a GIADA 1. Control the Conversation from the Get-Go. how to use a maintenance log and remind
Just as first impressions count, so do first them to keep good records and bring those
member that has a conversations. The best chance to reclaim records back to your store. Make it easy for
dealer testimony or control of the sales process comes when them to schedule and receive service.
story you'd like to share you first greet the customer and introduce 5. Match Their Excitement.
yourself.
with other Georgia Be excited for your customer. Your attitude
dealers? Contact us! Our Instead of asking them to tell you what will go a long way toward creating the
product they’re looking for, try a different perception of value. It might seem old hat
publications team would approach. Ask them if they’re there to talk and boring to you to talk about your unique
love to share content about your store’s commitment to their selling proposition with enthusiasm, but
provided by dealers, ownership experience. This question may the buyer is in the middle of purchasing a
take them by surprise and start them on the vehicle.
for dealers. Email path of understanding the benefits of long-
publications@giada.org term value over short-term price. For most consumers, this is the second
largest purchase they have made, and they
2. Bring Them Inside Your Dealership. may be a bit nervous. It’s your job to be
The sooner you can get a customer inside excited, so they become excited about the
the dealership, the better. The store is where opportunity.
you can reinforce your brand and help
build more confidence with the consumer, The Great Recession changed our industry.
giving you the home field advantage. Today, dealers are fighting for more
customers while seeing less traffic. The key
The real beauty is when you get them into to succeeding in a slowing economy is to
the dealership, your closing ratio increases figure out what sets your dealership apart
appreciably. from the competition and then work it like
it’s 2008! n
GIADA Independent Auto Dealer JAN/FEB 2020 | 15
