Tag Archives: Car Dealer Training

Small Changes For Better Morale And Profit

 

Over the last few years, I have been away from writing my usual opinions about processes at car dealers. Of course, we all know that I have been a champion for dealers to practice over the top customer service. It was the topic of several of my speaking engagements at various events and I would like to thank those of you who attended those events to listen to me rant. Several new buzz words have emerged over this time from the flood of new automotive consultants and vendors. I thank them for making my previous points about customer satisfaction and employee retention valid.

 

It seems the more things change, the necessary adaptation by dealer principals, general managers and fixed operation managers is getting better. We really had no choice; every single entity who listed our inventory, labor time guides, and overall manufacturer information, listed it with everything available they could get their hands on. It was also advertised on those manufacturer sites, social, and every available PPC slot money could buy. There is nothing wrong with that because once the consumer got a sample of how they thought us dirty car dealers and sales people were stealing from them, they starved for it. Thinking about this is what tossed me back into the world of voicing my opinion. Those of you who know me know how much I love pointing at sugar coating and snake oil. In a bit of a twist, I decided to land on our customers for a change in a paragraph just this once.

 

This kills me and we have all heard it; you have other invoices (although it is printed on the sheet they arrived with,) the internet says my car is worth another $2000.00 (we lie if we explain, even though it is like new, we have to inspect it to sell it.) The dealer across town offered me a better deal, on and on. Fine; if the customer does the math for just a mini deal paying sales $200.00 minimum and with the special rates finance gets $200.00 without products. A 10 car month yields the salesperson a whopping $2000.00 plus any bonuses. Wow, we are really taking advantage aren’t we? Sure, there are dealer incentives and management driven spiffs but not enough to raise wages to the next tax bracket for a sales person or perhaps even management. Most people who are complaining about this would never work for the money they are demanding we settle for. That brings me to the title of this post about small changes.

 

Money motivates people, even small amounts. Just put up a $10.00 spiff for verified appointments that show and see what happens to traffic. If we work the formula at the dealer principal and general manager level, we can determine how many extra cars we need to sell above our average to offset any amount of payroll increase. If we do this in small increments over time and adjust to the trends we do more than spend money. Our sales go up and overall morale right along with it. Good morale translates to better customer service which translates to more word of mouth and increased sales storewide. More sales, more profit, more money = better morale for everyone involved. On the other side of this coin, if I am a general sales manager, GM or used car manager there is no way I am sharing my income with the asshats that just wait all day on something. Fire their ass, quit hiring people that can’t type or at least spell check. Make your veteran salespeople train the ones you need to keep to earn the extra cake. If they do not take to the training or the Pro’s do not want to teach, do not give them incentives. Make it mandatory! Process and policy are nothing without consequence, good or bad. They are just more words that pass right through their head. I feel these small changes will improve the overall status of your store. 

 

KC

Social Media Policy

Here is another post from archives in November 2009 and it is more relevant than ever. If you have read it, read it again or close the post. It was obviously from someone begging to learn and succeed. She knows who she is!!

What’s the best way to develope a social media policy for employees without sounding like “big brother” or defeating the purpose of an “open conversation”?

Julie,
I find that it is best to research and find specific negative social content and then allow them to see the damage potential it can have personally. This will help demonstrate how that will affect them professionally. Then, have a special day for the creaton of the process and policy of the company in regard to social media. Invite, in fact “make it mandatory” that everyone attends to help create the process, policy and the “consequence” for breaking the rules. Make it fun, have lunch brought in or have a day away so they feel involved. Then you can moderate and get their thinking channeled to the severity of the consequence. This will let them understand you feel the need for a policy but want their input to write it and that you are serious without the big brother approach.
People usually live better by the rules they help create. They also tend to monitor it better themselves if you give them the power of pride.
From there, have a monthly review day to get their input and check progress. Also make sure every new emloyee understands and ask them for ideas they may have. Be sure to include the company e-commerce and social marketing review day in your employee pack.
Empower them to make the rules, then require them to adhere to those rules or suffer the consequqence you all created together..
In my opinion, this works best.
KC

Selling Cars Still Requires Professional Selling

I have been pretty much silent in the realm of automotive digital chatter lately. Perhaps it is because I needed to learn more or discover what has changed on a real sales floor. Since July 2013, I have been back at Carl Cannon Chevrolet in Jasper, Alabama discovering first hand again what challenges lie ahead for professionals in this field.

This is where the digital journey began for me with GM Buy Power and Autobytel in the last century. I know we all realize what has transpired since then with technology. What I have found that has not changed is; The fact that without professional sales people who have been properly trained to greet, speak, listen, and evaluate, fewer cars get sold. Whether online or in person the big numbers just do not happen. It truly seems that the more we learn, the less we do and that is the reverse of what is necessary to get to the top. This is just a quick “hell yes I am still here” shout out. Those of you who get after it all day, every day, are winning and deserve it. Those of you who are taking shortcuts and using technology to cherry pick your prospects need to find another job because your success is temporary. Stop wasting your dealers time and money and get dedicated.
If it were easy, everyone would do it!

Sell well,

KC