Honestly, my friends, I did not think that I would live to see the rebirth/reinvention of the used car industry.
My grandfather was around for its birth, my father for its heyday, and I for the rapid evolution of vehicles. The here and now, we are seeing changes we never could have anticipated, and they won’t stop there.
In my father’s day, the salesman did it all; Desk the deal, underwrite the paper, go back and get the car made ready, then deliver it.
Well, it kind of looks like it is 1965 again as our salespeople are granted more independence from the desk. Our salespeople are taking more initiative to generate their own book of business as they learn to become professionals in all that they do.
That fact in mind, what are you, the owner, doing to educate/train/inform/practice with your crew? Have you sat down with each one and done a little dream building?
Do YOU know what your salespeople’s individual strengths are? Do YOU know what motivates them (besides $$$$)? Have you asked them for their ideas on how to improve any or all areas of the business? The way things (business) were run 6 months ago is just that…the past. A way of business we WILL NOT going back to doing.
Getting that fact into your business model and adjusting actions accordingly is the key to PROSPERING instead of surviving the exponential changes we are all experiencing. Customers LIKE the personal service this crisis has forced dealers into. Customers like the fact of no F&I Dept process to suffer through. Customers like the test drive coming to them and the virtual test drive videos dealers are doing for every unit in stock. Customers like having the perception of having the upper–hand throughout the entire sales/delivery process.
Customers LOVE the fact that salespeople are having conversations with them and ***MAGIC WORD*** LISTENING to them! Customers are getting what they always have wanted and feared the most…control.
IF IT SELLS CARS – THE CUSTOMERS MAY HAVE AS MUCH CONTROL AS THEY FEEL THEY NEED. So, WHAT are you doing about that?
How are you fostering/nurturing those relationships to ease control into the customers hand? How are you making your customer feel more a part of the process and not feel as if they are BEING processed? These are some very serious things to think upon my friends.
Being in communication with friends/clients in the industry in all corners of this great country has painted a very clear picture of what the smart dealer is doing. They are buckling down and getting it done. In this unprecedented season of reinvention and rebirth, LET your customers, salespeople, bankers, friends, associates, and all others help you, reshape your future.
If you do not know what your customer wants (expects) then how can you meet those wants/needs/desires? My advice, grab a notebook and pen, have a Zoom meeting with your team, and brainstorm your tails off!
Now, more than ever, the game of “what if” can be your best tool to grow with the curve of change and not get crushed under it.
Create A Great Day,