Car Dealer Guide to the Sales Process

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CarDealer

Welcome A Sales Process to the

s we all know, the sales process is a series of stages, each of which is incredibly important. Fail to optimise one and progression to the others will be impacted – potentially big time. It is thus imperative you look at each one separately, to ensure you really are doing the best work possible. Easier said than done in a busy car dealership! Which is why, this month, we’re doing something really special. We’ve used feedback from those who know best of all what’s involved – you guys – to split up the process and focus on best practice in each. We have spoken to an unparalleled number of experts in the field, to draw out just how they think you should be optimising things. Follow through the advice in each and you really will see big gains in sales, profits and overall staff satisfaction. We promise! It’s all because you’ll get the ball rolling: as selling a car is a series of steps, boosting performance in one will inevitably improve things in the following ones, too. It all starts with optimising the fundamental of the business – pricing of cars, with help from the experts. Then, want more people through the doors? Improve your web presence, and lead generation. Once they’re there, sell more cars by optimising the sales process and finance generation – then up profits on each of these extra sales with more add-on sales. Finish off customers’ cars to perfection with protection solutions and smart repairs. Once you put these plans into action, an improvement in business will inevitably come. But if you’re not convinced, think about what will happen if you’re not fully proficient in one or all areas. Pricing not spot on? You won’t attract the people in the first place. That will hit the effectiveness of your web presence and lead generation – and also tie salespeople’s hands if they actually get people through the doors. How willing will they then be to take on extra features? How open to the idea of an extended warranty will they be? Chances are, they probably wouldn’t even think of using you for finance: after all, if the car’s too expensive, how competitive are your finance rates going to be? Getting the process wrong really can be disastrous… But we’re trying to teach you something you already know, anything but. Just a friendly push in the direction of some firms and processes that could really make a difference to your bottom line.

Richard Aucock, Deputy Editor

Inside the guide p49 Pricing

p54 Training

p61 Warranties

Why a smart workforce will sell you more cars

Peace of mind and improved margins for all

p51 Web management

p57 Finance options

p63 Paint protection

How to find the right deal for every buyer

How to make your deals shine

p53 Lead generation

p59 GAP and PPI

p64 Smart repairs

Master the art of selling for the right price How to make your site work harder The secret to pulling in more buyers

The extras that can generate big profits

Making your stock look even more tempting

CarDealerMag.co.uk | 47


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