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DeSELLeration: Are You Guilty of Sales Sabotage?

How you're killing your own sales and how to stop it.

Last month we covered ways in which you can AccSELLerate your sales and dramatically reduce the time it takes to close a motorcycle deal. Then just when we thought we knew something about rapid closing techniques we saw Taco Bell’s Super Bowl XLIII “overrated” TV commercial.

This spot showed us how a person could go from meeting a girl, to getting her number, to a first date, to meeting her parents, all in about 27 seconds — pretty impressive. We can’t promise those kinds of results, but we can promise if you practice these ideas you will sell more, faster.

Selling product faster is important because of the inverse correlation between time and profitability. For most dealers, products don’t typically get better with age. And often the relationship to time and profit looks like this:

May I help You?
Do you know why most retail salespeople keep asking this question after decades of expert exhortation? Small business consultant Michael Gerber thinks he does. He says most salespeople ask this question because they know the answer they are going to get. Insert stand up comedian Tim Allen’s patented caveman questioning grunt here, “Uuugghhh?”

Yep. Gerber says most salespeople ask this question because they know customers will say, “No thanks. Just looking.” It gets them off the hook from having to answer questions about the product or handle uncomfortable objections.

Start with an interesting specification, “Did you know the clutch lever effort on this bike has been reduced 14 percent?” Or start with a two-word question, “Come far?” “Nice out?” “Day off?” Or simply approach the customer and ask if you can tell them something about the bike (I’ve never had anyone say no to this; if they’re new they want information, if experienced, they want to match wits with you).

Color Coding
A sales manager recently relayed an instance of a new salesperson working with a customer on a motorcycle. The bike had been there a bit, so he was keen on getting it out the door. It appeared the customer was just about to make the big commitment when the salesperson added, “Plus I think it comes in cool blue, radiant red and vivid orange.” To which the customer said, “Hey orange, that’s cool. Can you find one in that color?”

Important sales announcement: Sell what’s on your floor!

I’m not suggesting you force your customers to take something they don’t want. If their lifelong dream was to own a motorcycle in vivid orange, and you can get them one in that color, by all means do it. But if color isn’t that problematic, sell the black one. Then if the model is one they love, custom paint is always an option down the road.

Transformers
Often customers will ask, “Can I make it faster?” “Can I make it louder?” “Can I make it lower?” How you respond to these types of questions will determine how quickly you move towards a close.

In some stores, during the motorcycle sales process, when a customer asks this question, they will interrupt the bike sale and go to the dealership’s accessory expert and have them spend time with the customer carefully detailing a plan for customization (or the salesperson does the same).

Here’s the problem: You haven’t sold the motorcycle yet! You are exposing the store to huge wasted opportunity if the customer doesn’t buy. I know, I know, but most of them buy you say. Even if one person doesn’t, it’s too many. Think about handling it another way, with the effective use of language.

When the customer asks to customize, you can say something like, “We believe if you can dream it, we can do it. Our customization experts and technicians are some of the best in the business. Here’s what I’d like to recommend: First, let’s pick out the bike that’s right for you, get your paperwork started, and then I’ll introduce you to the people who can turn your customization dreams into a reality.”

Why does it work? Well it answers the question, takes charge of the sales process, informs the customer about how to do business with you and returns the conversation to what at this point is paramount: selling the bike!

Why You?
We’ve written on many occasions that it’s important to delineate why someone should do business with you. Handling this question effectively will give your customers the confidence to do business with you versus taking more time to “think about it.”

When you’re asked why a customer should do business with you, validate the query, saying, “Great question!” Give three substantive reasons. People love triads. Psychologists don’t know why, but they do. Even if you have five points, use three. Then use language to transition back to selling the motorcycle. “What other questions do you have about the motorcycle?”

Cheaper Elsewhere
Another sales stopper is when a customer says he could get the unit cheaper somewhere else. Ask the customer if they are looking for a cheap price on a motorcycle or a great dealership experience. Most will say they want a great dealership experience. Then you can tell them why you deliver just that, and get back to selling the bike.

If someone says they are shopping on price, try this: “If a cheap price is all you want, I guarantee you’ll be able to buy this bike for less somewhere else. But, if you’re looking for a great dealership experience, you won’t do better than us. What else can I tell you?” Then move on to other customers. (If you don’t have any other customers, then you’re not prospecting enough).

Money Matters
The following might be the most controversial part of the motorcycle sales process. Customers may inquire about interest rates and/or monthly payments, to which many salespeople unfortunately and prematurely turn the customer over to F&I, or give an incorrect (at-best) or illegal (at-worst) response. All of which, in my opinion, unnecessarily slow the motorcycle sale. You need a response that quickly, effectively and legally gives the customer enough information to make a purchase decision.

When talking rates, give a range from lowest to highest, explain that it’s dependent on a customer’s particular situation (not just credit score), explain to the customer that you should pick the bike that is right for them, then you’ll introduce them to your business manager who will get some information and then tell them exactly what your dealership can arrange.

Don’t promise to give the best or lowest rate possible. If in fact you do this and then arrange for the financing, and don’t do it at your wholesale rate, you could be putting the dealership into legal trouble.

Some people say customers have to know their monthly payment before they buy. Nonsense. Customers don’t need to know their payment will be $328.72 due on the 16th before they’ll buy. But they may need an approximation. Remember, however you do this the customer needs to understand:

• Any numbers you quote are just the roughest of estimates
• Variables include but aren’t limited to motorcycle selected, down payment, interest rate, term, accessories, gear and other protection programs.
• Give an approximate monthly payment range using typical examples from your dealership’s experience
• Make sure you’re clear about what you’re including in your comments
• Ask what the customer is looking for in terms of a reasonable monthly payment and discern whether that is possible on the bike you’re talking about

Of course once a customer has made the decision to buy, you will quote the prices and terms exactly and specifically. But the above can help speed a customer to a decision while they are kicking tires.

We never give legal advice, so you should make sure you clear your rate and monthly payment responses with the dealership’s attorney. These two areas are crucial. Have an effective, honest and legally compliant response and watch how much more quickly you’ll close deals.

Don’t misinterpret the concept of AccSELLeration. We would never suggest you exert undue pressure on customers, or attempt to get them to make a buying decision before they are ready. Rather, it’s important to understand the actions, behaviors and responses that can streamline your sales efforts and help customers make great purchasing decisions and have great motorcycling experiences.

For more on Peak Prospect Attraction go to
www.PeakDealershipPerformance.com
and watch the quick video overview.

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