Ziegler SuperSystems, Inc Automobile Dealership Success Plan

Every Saturday morning we open the newspaper to the auto ads to check and see what and how the competition is advertising their vehicles. Then we put a plan together on how to undercut or "Beat our competition" at their game. We discuss how to handle the shopper with our sales people in the morning warm-up meeting. We tell them we will beat their price by going even lower. No one wins with this attitude. The dealership, the sales person, and the sales manager make No gross! We base this whole process on the assumption that most Saturday customers read the paper before they come to our dealerships. Wrong. Only a small percentage of customers ever read the Saturday car ads thank God. Sum it up like this, the best way to "beat the competition" is to “ignore the competition”.

Base your process on the majority not the minority of your customers. The majority of our customers when properly handled through a proven, professional process, drive home in a different vehicle than what they first showed a desire for. A true professional will help the customer choose the vehicle that truly meets the customers' needs based on fact finding. The majority of the time, the advertised vehicle does not meet all the needs of the customer. Granted, some of our customers will insist the advertised vehicle is really what they want. Always reassure the customer we can do the same thing as the competition. The important part is making sure the vehicle will indeed meet their wants and needs and then proceed based on facts and not assumptions.

This attitude and process will drastically reduce your negative gross deals.

Readjust your process, readjust your results

“Ignore the competition”

“Beat the competition”

To speak with Anthony about this topic

or any other, give him a call

800.726.0510

or send him an email at [email protected]

As always: Free Dealer Support - Call 800.726.0510