Page 42 - GIADA-June 2018-Final 062718

SALES

3 Reasons to Give your Sales Team more

Independence

By Brandin Wilkinson, President / Owner at Woodworth Chrysler Dodge Jeep Ram Ltd.

Dealerships can be systemized to the of the sale. Start slow if that’s what makes for their development, they become more
point that it reduces creativity, new ideas, you feel most comfortable, but at the very productive, engaged, and more loyal.
potential, and growth. This is particularly least, start. For your business, this means you’ll have
true in the sales process. While structure less turnover, achieve better results, and
is critical to success, there should be some "...it’s important to have have a culture that encourages trust and
level of leniency otherwise it becomes leadership and a culture communication.
counter-productive.
that allows for mistakes to It’s easy to think we’re doing enough in
Here are 3 reasons to give your Sales happen, as long as the sales this category, but more often than not, we
Consultant more independence; aren’t. Don’t wait for a sales meeting to
consultant is held accountable give praise and recognition to someone.

CLIENTS WANT LESS for the mistake and learns Do it the moment you find out or witness
INTERRUPTION DURING THE from it." the event happen. You know how good it
1PROCESS feels to receive recognition for your efforts,
I’ve sold and managed at a decent sized Where could you delegate more during the it has a direct impact on your confidence,
dealership where we sold 800 total retail sales process? and confident people sell cars. So do that
units annually, and also at a dealership for your team!
that’s half that size. Being a part of both Ask your sales team what they feel could
allowed me to see first-hand the pros and improve the process, implement and lead PROMOTES RESPECT FOR YOUR
cons of having strict processes and more the way! MANAGEMENT TEAM
independence for the Sales Consultant. 3 By letting them make more decisions,
From an Owners perspective, I prefer more ENCOURAGES you’re giving them insight to what it’s like
independence for the team. ACCOUNTABILITY AND PRAISE to make decisions at a management level
2 People want to be held accountable so which will lead to more respect from your
We’re probably in agreeance that leadership they can improve, or if they don’t, then you sales team to the management team. I’m
will yield higher returns than micro- shouldn’t want them in your dealership. not talking about the fake respect that
management. If that’s true, then wouldn’t And there are multiple benefits to receiving tends to happen between an inferior and
it make sense to give more freedom to praise. their superior, but a true, genuine respect
your sales team to make decisions with because they are living it. They will have
effective guidance of course, versus doing It can be intimidating for the sales consultant more appreciation for the pressure you face
the deciding for them? I’m assuming you to start making bigger decisions on behalf on the multiple decisions you have to make
hire from within for your Management of the dealership. This is why it’s important in a day.
team if that’s true, then wouldn’t it make to have leadership and a culture that allows
sense to have your sales team grow and for mistakes to happen and as long as the The respect that’s developed, because
develop their management skills early sales consultant is held accountable for the it’s genuine, promotes a healthy culture
with your leadership rather than putting mistake and learns from it. Allow them to which has a positive impact on the entire
them into the big office unprepared? And share with you where things went wrong dealership. This translates into more repeat
I think it’s fair to say that confidence leads and why then walk them through what they and referral clientele which we all know is
to more sales. If that’s true, wouldn’t your did well and where they could improve. the most valuable kind. It all starts by simply
sales team feel more confident in making From here, watch their development unfold giving more control to your sales consultant
quick decisions with the client? And when and when it does, be sure to praise them. over the deal. And by leading more and
the sales consultant is confident, the client micro-managing less. Often times, it’s
becomes confident in them as well. There are multiple studies* that prove the the seemingly subtle improvements you
positive impact praise and recognition implement in the business that makes the
Setting up a culture like this requires trust, has not only on the sales consultant but biggest difference. n
empathy, and leadership. Take a step back on the business as a whole. When sales
and let your sales team take more control consultants are praised and recognized

40 | GIADA Independent Auto Dealer JUNE 2018