We know that auto shows bring out people. Some shoppers, some tire kickers and some buyers. Who needs the first two? The tire kickers and shoppers? We do because they are eventually going to be buyers. Every person or nearly every person who walks into an auto show drove there in a car, truck or an SUV. And some day that will need to be replaced. Don’t ever forget that.
It is a difficult time in the business, but look around you. It is a difficult time everywhere – for construction workers, landscapers, tradespeople, you name it. But we all have to do what we have to do and auto shows, home shows, and boat shows are just one way (I happen to think the best way) to make sales happen.
We had a heck of a roller coaster ride this year and (at the time of this writing) predict 10 to 11 million units, not including used. I have said this many times before and will say it again…“The truth is, this is the auto industry, we will survive and flourish… there is no option.”
So what the heck does that have to do with salespeople and training? Plenty. We must always be positive and paint the best picture we can. And auto shows are one of the great ways to do that. Whether you are selling a lot of cars or not, when those potential customers come to those gigantic showrooms to see every car and truck under the sun, it confirms what you and I and everyone knows... people still love cars.
Yes, a lot of shows have already taken place, but there are many in full swing or just around the corner. Let’s get ready.
Even though a few auto shows are actual selling shows, most aren’t. Auto shows for salespeople are really just an exercise in meeting and greeting, quick qualifying and presentations (walkarounds) and that’s the beauty of it. There is no pressure – from customers or salespeople. Just get out there, meet people, help people and get a few names. How hard can it be?
So let’s review. In meeting and greeting, we all know the drill but let’s look at it a little deeper.
You want your salespeople to get names? Make sure they have something to write on. Always. Have your people write everything down. Here’s the best way to get names.
“Thanks for stopping by the Toyota display today and checking out the new Camry, my name is Jack, and yours?”
Have preprinted lead sheets with blanks for name, address, city, car they looked at and notes. Salespeople really need to make notes. Not just about the car the customer is looking at, but other important notes like the size of the family and some personal information. Then they will remember this customer long after the show. Were there kids? How many kids? What were their names?
Chrysler did training at one time called the three-minute drill. You gotta love it! You could learn more about the Challenger in three minutes than you’ve ever thought possible. And most importantly because it was interesting and quick, you’d remember it.
I like to call it the USA Today newspaper mentality. You read a lot of short, quick, interesting stories in USA Today and remember many of them. So your salespeople need to work out a three-minute drill with your entire product line.
Here are some auto show points:
- 1. Make sure your salespeople know every car on the floor.
2. Make sure they are rested.
3. Make sure they know everything about the show! Ex.: Special features, celebrity appearances, etc.
4. Make sure they have business cards.
If a customer is examining a car or truck under the hood and another one is snooping around the trunk, which should they approach? The guy studying the trunk.
And if there is ever a customer with a notepad, grab ‘em, look at their notes and make sure they are writing down accurate and helpful information.
Studies indicate most of the people who attend an auto show will buy within a year. Hopefully some of them will come to your store because your salespeople had great attitudes and strong product knowledge. An auto show shift can easily generate 15 to 20 legitimate leads. Make sure your salespeople get their share.
Good luck and great selling.
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Jack Bennett is the author of “You Can And Should Sell Cars,” http://www.youshouldsellcars.com. He has been in the business for over 30 years and has trained thousands of salespeople across the country.
