While there are numerous variations on the Road to the Sale,
there are two fundamentally different philosophies to
managing the sale of an automobile. One, the sales person is
allowed to operate independently. They discuss all aspects
of the purchase terms freely and openly, often even asking
the customer questions like:
> So what kind of monthly payment are you looking for? >
What kinda money you thinkin 'bout putting down? > What's
your budget? What are you comfortable with?
AAAHHH. While on the surface it may appear that the sales
person is "qualifying" the customer, they're actually more
likely to DISQUALIFY someone. It's not about what people
want to pay (frankly they would like to get something for
nothing) rather it is about, what are they able to pay.
Consider this. How many times has someone told the
salesperson there is no way I could ever pay more than $425
a month, yet they leave the F&I office at $515!
You have two choices, sell the DEAL or sell the CAR.
Premature discussion of figures will cost your dealership
more profit than almost any other single component of the
sale. Not to mention with today's scrutiny of dealership's
selling process by AG's, you can ill afford an audit.
The most practical solution is to establish a centralized
system of "control" with the management team. I realize that
some of you may not agree with this approach. All decisions
regarding terms and condition for purchase need to come from
the desk to the customer.
This would require that sales managers start all the
worksheet figures. And if you are going to start the deal,
why not start at all the money. Customers are not going to
offer to pay you more than you ask of them. While most will
not oblige your request for full price, the good news is
some will (5%-10%). If you have not sold a vehicle at full
list in the past 60 days, there is only one reason.... you
have not asked, statistically someone would have said, "OK,
I'll take it."
Ask yourself this simple question, "If I aim higher will I
do better?"
Kirk is the Director of Consulting for SuperSystems, a
professional member of the National Speakers Association and
the American Society of Training and Development.
Contact Kirk at 800.726.0510
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