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SALES STRATEGY

Mental Toughness Is the Key to Automotive

Sales Success

Although insecurity is something everyone feels, it doesn’t pay to beat yourself up when a sale falls through

BY JENNY VANCE

One thing I’ve noticed in my 20 years in self up at least 70% of the time—and that’s a answers and guidance, it’s important to
sales is that the feeling of self-doubt and best-case scenario. understand that you won’t have all the an-
insecurity is one of the largest constraints swers, and that some things need to be fig-
on sales success. After all, selling is not an This isn’t healthy for your sales team, and it ured out through trial and error.
easy job. isn’t healthy for your dealership as a whole. As a sales leader, I try to convey to my team
that they have value, potential, and that
If you’re like most people, you have your The problem with insecurity is that it can they’re capable of doing almost anything
good months and your bad months. Men- manifest itself into negative behavior. After they put their minds to. I do my absolute
tal toughness is what gets us through those all, most of our bad behaviors come from best to ensure that my team’s mentality and
highs and lows. It’s a key part of profession- insecurity. Feeling inadequate as a result of confidence are impenetrable.
al development in sales. losing deals or not hitting quotas can cause
a downward spiral of negative behaviors. Here are two ways to help build a more
Although insecurity is something everyone mentally tough sales team.
feels at some point, it doesn’t pay to beat As a leader of a sales team, I’ve found that
yourself up when you’re unable to sell a ve- one of the most important aspects of my Failure now doesn’t negate past success
hicle to a customer. job is for my team to realize its self-worth.
Regardless of what stage they’re at in their Again, your sales team is going to have ups
Think about it: If you beat yourself up for sales career, there’s no denying that each in- and downs. They’ll have their good days and
all the deals that you lose, and your deal- dividual on your sales team has value. their bad days, and good months and bad
ership’s top performer has a 30% close rate, months. It simply comes with the territory
it basically means that you’re beating your- Although your team will come to you for Continued on page 42

40 | GIADA Independent Auto Dealer AUGUST 2017