Selling Skills

The "trick" to selling more units is learning how to build more value.

Every customer who comes through the door has a genuine interest in the products we sell or they wouldn’t be visiting the dealership in the first place. The "trick" is to build value.

Scott Johnson
Covington Powersports

Scott, thanks for your participation in the D.U. LIVE "Selling Skills" course. What did you learn?

I really learned a lot about closing more sales. The interesting thing was that I’ve always thought of "closing the sale" as some kind of trick or technique, but that couldn’t be further from the truth. The sale happens when value exceeds price, therefore to close more sales I simply need to build more value.

That is very interesting, what do you mean by build more value?

There are three main areas that I am responsible for building value in while working the showroom floor: the product, the dealership and of course, myself. When I build value in each of these three key areas, I am providing more information to the customer to substantiate the price, which eliminates potential price objections and creates more excitement for the customer.

Chalk Talk With Dr. Nikki

1) Selling more units isn’t about learning some trick: It is about learning how to build more value.

2) Build Value in the Products: Educate yourself on the products you carry. Today’s customers are more educated than ever, so strong product knowledge is vital to earning the customer’s trust.

3) Build Value in the Dealership: How long has your dealership been in business? Do you have factory trained techs, a well stocked P&A department or a new facility? These are all ways to create value and allow your dealership to stand apart from the competition.

4) Build Value in Yourself: This doesn’t mean you should toot your own horn, but just the opposite. Be sincere and show your customers that you have a genuine interest in assisting them in making a wise buying decision.

How do you build value in the product?

That’s pretty easy as long as I have strong product knowledge for the brands we carry. Of course, that can be overwhelming because each manufacturer we represent offers 50 models. That’s why I like to read enthusiast magazines, manufacturer’s brochures and of course, Dr. Nikki, I have to take my D.U. product knowledge courses. Once I’ve learned features and benefits, all I have to do is educate the customer and spread my enthusiasm. The value will build itself.

How do you build value in your dealership?

There are several ways to build value in the dealership. I think it starts by communicating to the customer that we believe in service after the sale and that their business is going to be appreciated. Once you purchase a bike from us the relationship is just beginning. We have a fully stocked P&A department, and we also have certified factory trained technicians to ensure that their new bike is professionally maintained. And of course, should they need any warranty work, we handle it right here onsite. This is why we have been active in the community and doing business here for the past 14 years.

Wow, that’s really good Scott. So how do you build value in yourself?

This is where being genuine and sincere comes into play. Being a professional in sales isn’t about a trick or technique. Basically, if I show a genuine interest in my customer by asking the right questions, I can usually find some sort of common ground that will allow me to develop rapport. Once I am able to develop rapport and gain the customer’s trust, I have indirectly built value in myself. And again, when value exceeds price, the sale will happen.

You May Also Like

BMW Motorrad Achieves Best Sales Result in Company’s History

Entering the anniversary year with 202,895 motorcycles and scooters sold.

BMW Motorrad

BMW Motorrad achieved the highest sales in its corporate history with 202,895 motorcycles and scooters handed over to customers, which is an increase of over 4.4% compared to the previous year. BMW Motorrad remains in first place in the global premium motorcycle and scooter segment.

Dr. Markus Schramm, head of BMW Motorrad, said, "I would like to express my sincere thanks to our customers worldwide for the great trust they have placed in us again in 2022. The record result in 2022 clearly proves that our attractive product range and our brand are very popular with customers. I look forward to our centenary year in 2023 with great joy and confidence."

Drag Specialties Brake Pedal

It accepts the stock pad and allows for a secure connection between you and your braking system.

brake pedal
Beat the Cold with Wind Therapy and EagleRider

When you’re feeling stagnant, “wind therapy” is a fun exercise to get you out of that funk and break your routine.

Destination Dealership: Savannah Motorsports

Savannah Motorsports describes itself as a “small, hometown dealership,” but customers are willing to travel the extra miles from all over the Southeast thanks to the dealership’s can-do, friendly attitude.

Drag Specialties Predator III Slip Stop Seats

Slip Stop is a resilient performance textile designed with gripping qualities to help reduce slippage.

Predator III Slip Stop Seat

Other Posts

Don’t Skip AIMExpo

Plenty of opportunities await dealers who plan to attend AIMExpo 2023. Don’t regret not going.

Vance & Hines Launches New 90-Degree Stainless Steel Air Intake

High-grade, 304 stainless steel tube hand-TIG welded from pie-cut segments.

Vance & Hines Reveals First-To-Market Exhaust for Honda Rebel Tourer

With the new Vance & Hines Hi-Output Slip-on exhaust, riders can take the look and sound of the Honda Rebel 1100T to the next level. 

2023 Red Rider Rewards Program Increases Already Competitive Talon SxS Contingency Offerings

The side-by-side offering is well over double last year’s.