I pulled up
to a dealership yesterday and as usual there were a few
salespeople standing in the 'smoke and joke circle'
complaining about the weather, economy, and all other things
that stood in the way of them reaching their goal for the
month. When I went in the dealership and looked at the board
I found that they were also on the bottom of the list with
the least amount of expectations for sales. The salespeople
that were on the top, as you might guess, were the
salespeople that had high expectations and goals and were
preparing letters, sending emails, and making phone calls to
potential customers and following up on sold customers. The
common habit the top salesperson has is that they were
managing a database. To be successful today, you must learn
to manage a database of qualified customers.
I don't mean a database where you put all your leads in the
dealers' computer and just sit and wait for the printed
results. I'm talking about the one that YOU manage yourself!
I encourage you to put everyone you talk to into a database
of your own, condition yourself to get the needed
information for future contact. This should at least include
first and last name, address, phone, home & work, and cell
number, e-mail address and a small amount of personal info
(sports, hobbies family) and put this info into a database
that is easily accessible.
Create the habit of attaining this information from everyone
you come in contact with anywhere you are. You must have the
ability to write down this information and input it into
your database regardless of the outcome of them buying or
not buying a car from you. These leads are very valuable and
will reap you great rewards, if managed right. You should be
able to mail a letter, make a phone connection or send an
email to any one you come in contact with at anytime.
You can use one of many software programs to keep your
database in and some choices you may already have in your
computer software package.
It is important to be sure to choose a database program that
is simple to use and that has the capability to print labels
for newsletters and mailers and it is very important that it
be able send email campaigns.
The systems for managing leads that dealerships provide are
highly effective if used correctly, however, you should take
it upon yourself to make sure there is a continuous
connection with you and your customers. If not managed
properly a database is no good to anyone, keep it purged of
inaccurate information and continue adding leads to it.
The majority of salespeople believe it is the dealerships
responsibility to furnish and track customers and most
companies have a database of their past and potential
customers which allows them to contact the customers on a
regular basis for promotions and specials. But I believe a
true sales professional will do this for themselves. These
leads are the key to selling cars without depending on lot
traffic and they will provide a source of customers that
will allow you to make a fair commission on their purchase.
I know as a salesperson it is important to catch lot traffic
but don't get caught in the trap of thinking that this is
the ONLY place to get sales. Learn to manage a database of
qualified customers.
Take your profession seriously and do the things necessary
to grow and prosper.
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