| Can you significantly increase your closing ratio, even | | | | salesperson who treated them in a friendly and |
| if you are a leader in your market? YES, OF | | | | courteous manner while building trust. |
| COURSE, YOU CAN! Did you know that the average | | | | The number 1 reason that consumers buy from sales |
| closing ratio for the automotive industry is 20 percent | | | | people is that they like and respect them. They want |
| - that's one in five customers. Yet, according to | | | | to do business with them because they believe they |
| market research, 8 out of 10 people specifically come | | | | are sincere, trustworthy, and have their best |
| to your dealership to buy, and more than 85% will | | | | interests at heart. That's why your sales people need |
| buy within a week. What's more, over 70% of | | | | to know how to welcome customers with a smile, |
| non-buyers report that the dealership had a vehicle in | | | | build personal relationships, listen carefully to their |
| stock that they wanted! So, whatever your closing | | | | customers' wants and needs, and gain their |
| ratio, there's tremendous room for improvement. | | | | confidence and trust. Of course, they can't do that |
| Even if you could increase your sales by just two to | | | | without having excellent product knowledge and a |
| four units per salesperson per month, you would | | | | solid understanding of the sales process. Most |
| dramatically increase your closing ratio as well as your | | | | important of all, your sales team needs to view and |
| overall sales and profits? That's a modest goal, isn't | | | | treat everyone who enters the showroom as a |
| it? | | | | potential buyer. If they expect to close the deal, |
| What happens to those customers who walk out | | | | they will. If they don't, they won't. Great sales people |
| your door? Sometimes they purchase a vehicle from | | | | turn "prospects" into satisfied and loyal customers. |
| another manufacturer, but all too often they | | | | How often do you see the salesperson trying to sell |
| purchase the very same vehicle from your | | | | management on the deal, advocating on behalf of |
| competitor. You know this is true, because it | | | | the customer? |
| happens in reverse as well. I'm sure you've seen | | | | When you meet a salesperson that you like and trust |
| them - customers who visit your showroom after | | | | immediately, don't you want to buy from him or her? |
| they've already test driven the same car at another | | | | If your whole sales force could make an |
| dealership. Do you really think that they would have | | | | instantaneous connection with their customers, what |
| done so if the first salesperson had built a strong | | | | would that be worth in increased sales and profits? |
| personal relationship with them, earned their trust and | | | | Remember 80% of the people entering your |
| respect, and demonstrated the true value of the | | | | showroom are coming there to buy! |
| vehicle? Even if they were doing comparison | | | | Winning friends and building trusting relationships are |
| shopping before they decided to buy, they might | | | | skills that can be taught, and they can be habit |
| return to the first dealership just to buy from the | | | | forming. |