We all know the successful salesperson. He or she is that charming sort of person with whom we feel comfortable instantly. The kind of person who, despite an obvious eager and assertive nature, makes us want to listen; to follow his lead. While most of us would agree that this more dominant, aggressive salesperson is a classic in the automotive industry, there is a salesperson of another breed, although successful in his or her own right, that we often overlook.
The environment in which cars are sold has changed drastically in the past few years and will undoubtedly continue to develop in ways only being tested in the current market place. More and more we are seeing retailers convert to or trial test one-price selling, sales teams, Internet sales and other low-or no-pressure sales strategies. Retailers are finding that new strategies require a new approach; a new way of interacting with the consumer. The aggressive approach that has been the most powerful, successful style in the classic marketplace is being joined by a subtler style in the modern sales environment.
This new sales approach is characterized by showing customers more patience, listening to and fully answering their questions, and providing them with an array of options geared toward the way they want to purchase. Consumers are better educated and more aware of their buying options than they were in previous years. The Internet has provided them with a relatively free, no-pressure outlet for obtaining information about the products they wish to buy. By the time a consumer reaches your showroom they are well versed in the attributes and features of the products you sell and have often already made the decision to purchase a particular vehicle. What today's consumer wants in the salesperson is a guide, someone to walk them through the purchase process an advisor or advocate of sorts. The purpose of this advocate is to provide more in-depth information about the product, finance options, service plans, etc.
The traditional manner in which salespeople interact with customers does not serve this purpose. This is not to imply that the aggressive, classic salesperson is a thing of the past. So long as there is face-to-face negotiating on the sales floor, these skills will be needed. What dealers must recognize is that the changing sales environment calls for a change in the approach by the salesperson. Consider the Internet sales environment. The salesperson is now working with a consumer who has shopped his options electronically and basically knows what he wants. Even if the entire process is not handled on-line, the consumer only needs to interact with the salesperson for basic information regarding how the sales process works. Many dealers are experimenting with a complete online buying process. Some are managing to sell and deliver cars without the customer ever visiting the dealership. In these instances, the salesperson serves as a point of contact for the customer; someone they feel comfortable calling with any problem or question they might have. Rather than having to contact a variety of dealership personnel to ask service, parts, finance questions, etc., the consumer wants to be able to contact one individual who can supply or research the information he needs.
Through our years of experience and industry-wide sales profile studies, we have identified what we label the servicing salesperson. This individual differs from the classic salesperson by not assuming the leading role in the sales process, but taking his or her lead from what the customer says they want. This selling style is not new to the automotive sales environment, but persons utilizing this approach have had a difficult time carving out successful careers in the classic sales environment. Those who have endured have worked long and hard to learn more aggressive sales styles. Often, these individuals were fairly unsuccessful their first few years in sales, because there simply was little room in the industry for their approach. With the trend toward low-pressure sales, these salespersons are emerging successful selling their way.
Dealers interested in utilizing this new sales approach should be cautioned not to try "reprogramming" their current sales staff. So long as it fits some part of your sales environment, let the more aggressive salesperson generate new leads and handle the negotiated sales. For a new sales approach, look to new sales employees or employees in different parts of the dealership. Every dealership probably has at least a few of these untapped sales professionals on staff. Take a look around your service department. The less aggressive approach we are accustomed to in the service department is very similar to the "servicing sales" approach we have found to be successful in the modern sales environments. If you have profiled all employees during the hiring process, you have the advantage of already knowing who your potential sales personnel are.
In identifying the best salesperson to bring on board or move within your dealership, do not rely on hunches or gut feelings alone. While these senses can be invaluable, they often lead us to hiring mistakes and misplacements. The next time you hire for your sales staff, profile the candidate and consider the sales environment where he or she is likely to be most successful.