Dominate Your Dealership Sales In 2020

Sitting in front of your CRM can be an overwhelming experience as sales opportunities pour in from your dealerships lead generation sources for the month. Which sales opportunities are most likely to purchase? Which ones are just prepping for a future purchase in the coming months? As you sit trying to prioritize where to focus your attention and on whom while at the same time, you are trying to find the right channel to communicate your message. How will you know what will resonate since you don't know this potential customer any more than a name and email address? This exact situation is happening all across American in dealerships every minute of every day. 

To hit your sales numbers and achieve your personal sales goals, you have to make contact with a large percentage of your sales opportunities (60%) minimum that has come into the dealership via the internet, or your sales results will suffer. So how do you connect with more shoppers and do it in a meaningful manner that creates engagement and delivers more sales for you this month? 

Here are three simple things to do right now at your desk that will impact your sales results this month. 

Investigate

So much data is swirling around about every shopper engaging your dealership online. The question is, what is most useful and at what stage during the sales engagement process. Enriching your opportunities with additional contact channels and shopper insights is an essential first step. This translates into finding other email addresses that the shopper might be using. The average consumer has two that they use. Additional phone numbers are also a critical contact channel that you can leverage to increase your connectivity with every shopper. Finally, let's not leave out Social Handles. Most salespeople are missing this powerful communication channel, which will improve connectivity. Think Facebook Messenger, Linkedin, Twitter, and Instagram, to name a few. 

Personalize

Personalizing your conversation will have an incredible impact on your sales results. An example would be to notice that your sales prospect lives 45 miles away from the dealership, and your opening message to the shopper outlines how the shopper can accomplish most of the sale right online before ever stepping foot in the dealership. By including this in your messaging, you are addressing your shopper needs before they even voice a concern. In Japanese culture, this is called Omotenashi. 

Another possibility would be to know the shopper has recently moved and taken a new job close to the dealership. Your opening message could state how your dealership offers exclusive discounts and list 4-5 large local companies, including the one where they recently were hired. Finally, I would use video, if possible, to amp up the level of service you are willing to provide at each engagement point. 

Channel Selection

I believe we all would agree that having more than one contact method increases your chances of having a conversation. The problem is that most salespeople want to do the minimum., but that isn't you. I know you want to make sure you connect with more shoppers, have better engagement, and never give up on an opportunity without having at least one conversation. Here are the channels I believe are minimal to be a top performer at your dealership this month. So you will need to attempt to make contact with each shopper using all these channels even if you have to go out and find the information to make the initial contact. 

Voice

• Text
• Email
• Social
• Handwritten Postcard sent (Snail Mail) 

Because I know you want to be the best salesperson at your dealership, and I believe you are willing to take the extra steps needed to make contact with every shopper. Now is the time to apply these techniques, so you move to the top of your dealerships sales leader board. 

In closing to be the best at your dealership, you will only need to increase your effort by 10% improvement in these critical areas, and you will have profound increases in your sales results. Let me know what you think and happy selling in 2020.