Last time we covered several strategies for seizing the most important day of the week: Saturday. Here are more ways to maximize your sales results.
Think Of The Kids
If you give children something to do, parents will shop longer and harder. Have a corralled kid’s area where they can color, have some toys available for them to have fun while still in sight of their parents. Then, assign someone to the task of entertaining them.
Roll Out An Ultra Cool Bike
Take a really cool custom bike, or a unique and clean previously owned unit, and roll it on the floor during the height of your customer traffic. Picture it: The service doors swing open and a couple of your service guys roll a gorgeous hunk of metal right into the crowd like handlers bringing a prize fighter to the ring in a huge Las Vegas championship fight. Then, when you have the bike positioned (in the spot you have previously cleared and designated for this cool unit) the sales manager comes over and carefully puts the hang tag on the unit. Next: Get ready because someone’s going to buy it.
Test Rides Aren’t For Everyone
I think of test rides as a rifle shot, a targeted approach to sales. I carefully cultivate the prospect, the relationship and my efforts. Be targeted as to whom you offer rides on Saturdays.
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Performance Based Selling
Set Minimums and Maximums for Deals
You want to be able to roll motorcycles on Saturdays, but it’s difficult if you’re promising to do extreme amounts of customization or accessorizing on new units. Set a minimum and maximum of what can be done for motorcycles to be purchased and delivered on Saturdays. The minimum might be to roll the bike with temp tags while the maximum might be to roll it with a sissy bar, pad and slip-on exhaust. The customer can always come back for further customization at a later date or take delivery sometime mid-week.
Stay Balanced
Move fast and work efficiently, but don’t rush; stressful times amplify personality traits. Expand your margin of flexibility while understanding it can be a stressful day for everyone; be more forgiving of others.
Have A Place For Staff To Hide
In airports you’ll sometimes see a place behind the ticket counter that is cordoned off for “staff only.” Airlines do this for times when the gate agent just can’t take any more disgruntled travelers.
You should do the same thing. Often, the difference between a staff member losing their mind and blowing up at a customer or handling things smoothly and professionally is a quick respite. Have a place where, if needed, a harried staff member can find a moment to take a deep breath before heading back to the floor.
Leverage Social Proof
Naturally, we sometimes follow the lead of others. On Saturday’s you really want to play up the idea of showing that others are buying. So whatever it is you do when someone buys a motorcycle in your dealership — ringing a bell, clapping, shooting off a canon, whatever — do it big and lay the ground work for others to see, hear and feel just how exciting it is for them to buy from you.
Create and Communicate Contingency Plans
Every store and every crew has different strengths and different processes. These plans should be flexible enough to respond to whatever is happening in your business and your marketplace.
Have a Saturday morning huddle to confirm any processes or plans for the day. This shouldn’t be any longer than 10 to 15 minutes and shouldn’t launch new policy. Rather, everyone should go over refinements and plans to handle times of busy customer traffic.
