Published 24 Jul 2020
This article was originally published in the Autofile Magazine - February 2017 issue.
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Having worked with many dealership over the years, a recurring trend I’ve noticed is that salespeople don’t always understand the potential they have to make very successful careers from selling cars.
There seems to be an industry accepted level, that selling ten cars a month is good enough. Ten cars a month may be all you need to maintain the lifestyle and commitments you have, however what could you really achieve by doing some very basic steps more consistently. There are salespeople throughout New Zealand that have reached for a much bigger goal aiming for twenty, thirty or over forty vehicle sales every month, on their own, doing what they love.
The key here is what can you do differently today that will contribute to your sales in the future? In my opinion there are three key areas to concentrate on over the short, medium and long term:
In my experience, the average dealership doing none of the above has less than 10% chance of gaining repeat business, yet those that do it well can exceed 40%
If 1 & 2 above have been done well, then you remain top of mind with that valuable customer. Now all you need to do is start them thinking about upgrading the last car they purchased for a newer or different model, which might suit their current lifestyle better.
A very effective way of doing this is emailing your customer a friendly message with a selection of three similar, later model vehicles to what they purchased last time (AMPD can automaticaly do this for you).
Try and keep around a similar budget and in the case of the finance customer, try and keep their repayments around the same level if they were to trade in and refinance again. Make sure each of these vehicles displayed links back to your website so they can do more research in their time and see what else you have to offer if their circumstances have changed. Of course, when they purchase the entire cycle begins again.
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