fbpx

Body Language Spoken Here: Part 2

What You're Silently Telling Your Customers

nt better than expected to improve the likelihood of hearing “yes” more often. I’m not sure how you would evaluate that sort of sartorial precision — especially if employees at your dealership wear uniforms. But here is one important tip to keep in mind during these colder weather months in many parts of the country: Have an outerwear plan. As dealership owners keep costs low by keeping thermostats low — and with customers coming and going, frequently opening the doors to 20-degree temperatures — you and your sales colleagues might need to throw on an extra layer or two. Don’t make it a cardigan like Mr. Rogers wore (there, I said it!), and try to stay away from the hoodies that make you look like a member of the MS-13. Settle on a cold-weather option for all employees to wear, like a logoed black fleece, which in turn will make customers feel welcome and comfortable in your dealership.

  • NVS 9: Office Talk. When you bring a buyer into your office, make sure the environment is a welcoming one. In addition to having enough chairs, display your awards, diplomas and other documents denoting serious accomplishments. That will help your buyer feel more comfortable about the major purchasing decision he just made. When you’re both sitting down and discussing the transaction, note whether you’re rocking back in your chair; that can be a sign of detachment or arrogance. Sit up and lean in to communicate that you care about the customer experience. Don’t tap your pen or bounce your leg up and down like you drank three cans of Monster for lunch, either.
  • By paying attention to the nonverbal sells you’re making every day, you will learn how make adjustments on the fly and create a memorable sales experience for both you and your buyer. 


    Ways to Dress for Success in Your Dealership

    1. Clothing should be clean, pressed and stain-free. 

    2. Button-down collars are considered the most casual of all collars, but they work especially well in a motorcycle dealership; if you take a test blast with a customer, that collar won’t be slapping you in the face. (Ask me how I know.)
    3. Comfortable motorcycle footwear is ideal. The hiker style works best for me.
    4. Short shorts on women (or guys, for that matter) aren’t appropriate for business.
    5. Name tags with titles are crucial. Make the titles interesting, such as “All-Being Master of Time, Space and Super Glides.” I recently placed an order at a bagel shop with a 24-year-old man whose name tag simply read, “I like Led Zeppelin.” I wanted to hug him.
    6. Everybody should wear the same shirt, and the logo should be subtle. If your staff’s apparel has an oversize logo or too many logos, you and your team will look like you’re working the NASCAR circuit for Penske.
    7. Fit the image. I don’t want my investment manager looking like a Mafia don, nor do I want my motorcycle salesperson to appear as if he just walked in from Wall Street. Skulls and chains give a nod to our Sons of Anarchy selves. I dig it. 

    8. Don’t overdo it. That T-shirt portraying the lone midnight rider with a backdrop of a wolf baying at the moon, surrounded by a pack of rabid squirrels and grim reapers might be a bit much.
    9. I’m not a fan of pinky rings, but other cool jewelry is important. Again, a little goes a long way.

    An award-winning author, top-rated trainer and founder of Peak Dealership Performance, Mark Rodgers holds a master’s degree in adult education and the National Speakers Association Certified Speaking Professional designation — only 500 people in the world have this coveted recognition. Contact [email protected] to improve your performance.  

    You May Also Like

    How to Grow and Excel in Digital Retailing

    This recorded AIMExpo education track discusses the world of digital retailing and why you need to be there.

    MPN Digital retailing panel, AIMExpo 2024

    At AIMExpo 2024, Meagan Kusek, editor for MPN, moderated the marketing panel in MPN's Dealer Excellence education track. The panel consisted of Johnathan Aguero of Transax, Jason Nierman of Rollick, Mike Wyrzykowski of Blackpurl, Troy Snyder of Trader Interactive and Martine Nuera of DX1.

    In this session, Kusek and the panel discuss what digital retailing is, why dealers need to be in the digital space and how they can excel there. The panel relates how the digital user experience has changed, how to manage digital leads, best digital retailing practices and even how artificial intelligence (AI) might affect dealers in the future.

    NPA Pre-Owned Market Update: February 2024

    Average wholesale prices continue to improve, reflecting dealer sentiment and demand for pre-owned.

    National Powersport Auctions, NPA, Market Report
    Establishing the Right Pay Plan for Your Dealership’s F&I Team

    In an industry where skilled F&I professionals are in high demand, an attractive, fair and equitable pay plan becomes a key tool.

    Motorcycle dealership F&I
    Maximize Every Sale With F&I and PG&A

    This recorded AIMExpo education track discusses how the bike is just the start of the sale.

    MPN F&I panel, AIMExpo 2024
    Elevating Your Sales Game Through Parts Packaging

    Breaking down the art and science of a well-designed, customer-focused, profit-friendly parts package.

    Other Posts

    Unleash Your Experts: How to Be a Long-Tail Resource for Powersports Enthusiasts

    Closing deals and providing service are a dealer’s bread and butter, but your dealership has far more to offer.

    dealership employees
    Building a Growth Stategy With a Powersports Playbook

    Success isn’t a fluke, and it’s not luck. It’s a strategy.

    Fostering an F&I Culture That Sells

    Dealership success hinges on the ability to cultivate a strong F&I culture.

    Increasing Profits Through Accessorizing

    Go out and find the units to dress up — there’s lots of extra profit to be made.