Car Salesman - Speak Out
"Selling Trucks in a World Gone Hybrid"
By: Brad Alexander
In case you've been living under a rock or have just come up for air from an uninterrupted six month blog in your parents basement; fuel prices are really high right now. So high that some folks have been forced to decide between driving their full sized SUVs to the store for smokes and feeding their children. People just shouldn't have to live like that! At any rate this shift in the economy has caused a huge change in the automotive market. People want economy cars like vampires thirst for blood. So much so that they are willing to pay thousands over retail price to not have to spend so much at the gas pump. Of course, the thousands extra they are paying would buy a lot of petrol for their 6 or 8 cylinder beast. Who are we to add logic into the equation? Give the people what they want, right? It's to the point where most of the large dealer groups are buying up any sedans and coupes they can get their hands on. At an auction in Las Vegas , a source of mine reports that a certain car-celeb, let's call him “Chip”, bought 100 plus passenger cars all at or above retail book. That's all fine and good for the Clown Prince of Karz but what about the rest of us? Gas prices go up and we have lots full of SUVs, trucks and vans. And now when someone wants to trade in the H-2 of which they were once so proud our used car managers are giving them a kick square in the area for which the customer was initially over-compensating in the first place. What's a car-guy to do? You should probably quit. Really, just pack up and leave. Mail it in. Go see if your uncle will let you stock shelves at his hardware store. Maybe try your hand at selling bicycles, they're hot right now. Whatever you do, good luck. You made a good go of it but how can anyone expect you to succeed in this market? We can't, it wouldn't be fair, in fact we're all leaving the business too. We're going to sell tie-dyed t-shirts, sandals and hemp-wear. You will be able to read my articles on www.recycledbikes-n-stuff.com where we'll discuss the virtues of solar powered coffee makers, weaving sweaters out of dog and human hair as well as the evils of personal hygiene. Fair thee well, you shall be missed.
Okay, hopefully I've weeded out some of the sniveling, mouth-breathing, slack jawed losers from our business. Managers, if you had salespeople quit because of the previous paragraph, you can thank me later. You didn't need them anyway. Remember the old saying, “Tough times don't last, tough people do.” Let's toughen up. I believe every shift at every dealership in the United States is starting off with conversations like, “Man, regular unleaded was up another dime to $4.29 this morning!” and “It's gonna get over $5 before the summer's over.” We're talking like we are financial experts or something. Any booger-eating moron can look at a sign and read numbers. So spare me your vast insight which goes no further than the fact that you couldn't buy a caramel-mocha because you spent your coffee money at the gas station. All you're doing is commenting on the obvious. If you have nothing intelligent to add to the situation I suggest shutting up and selling something so you can afford driving to work next week. I must confess though, it's unavoidable; it is in our faces everywhere we turn. The majority of customers are coming in and addressing fuel economy right out of the gate. The store at which I work the common question is “Where are the Fits and Civics.” To which some of my sales reps reply, “We don't have any; we'll be getting some by the end of the month. Would you like to put your name on one?” Order-Taking 101. I want to wretch on the showroom floor because, here is reality boys and girls, there is a finite number of “economy cars” available at each dealership. Let's say I have 20 Civics inbound for the next month. I can accommodate roughly 20 customers with those vehicles, yes? I have at least 5 customers per day asking about them. So I can help 4 days worth of customers with my inventory. What about the other 26 days of the month? There are 130 customers that still have a need what do I do with them? Do I simply let them go down the road and buy something else? If I'm an order taker then yes. However, if I'm a salesperson, no. A salesperson looks to sell what they have and presents it in the best possible light. Stop saying things like, “All our economy cars are gone. All we have left are gas guzzlers.” How do you expect to sell anything with that mentality? It's funny, we'll gladly take orders for fuel efficient vehicles right now and feel strong about holding gross on them and if someone comes in looking for a truck or SUV we're ready to puke up gross at the meet and greet just to get them off the lot. Stop! Please, just stop! Take off your paper hat, put down your order pad and be a salesperson . According to dictionary.com a salesperson is: a person who sells goods, services, etc. Furthermore to sell means: to transfer (goods) to or render (services) for another in exchange for money; to persuade or induce (someone) to buy something: Any questions? And I really don't care if your business card says “Sales and Leasing Consultant” or “Client Advisor” or “Vehicle Information Specialist”, you are a salesperson ! You get paid for selling cars! So sell. Sell what you have. Show them that given the current market the money they'll save buying a crew-cab truck will buy them lots of gas and still allow them to use the vehicle as they choose (this can be done without bleeding out your gross if you take time to build value in the vehicle). They don't have to settle for an economy car that will limit their lifestyle. Let's be salespeople. Throughout history during times of economic woe, recessions and depressions there are people who have managed to get through have even been successful.
As I've said and written so many times before; focus on what you can control not what you can't. Mostly, you control your attitude. Keep positive, avoid the “dope rings” and look for a way into a car deal, not out of one.
Until the next market shift, be blessed and good selling,
Brad
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Brad Alexander is a Corporate Sales Trainer and Author of
The Paint Won't Lick Itself: Simple Truths For Selling Cars |
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