NOT BURNING UPS INCREASING PROFIT WITHOUT INCREASING TRAFFIC

NOT BURNING UPS INCREASING PROFIT WITHOUT INCREASING TRAFFIC.

Why training? • A reminder of what we do • A refresher of how we do it • An explanation for everything in between

What are our biggest challenges? • Toyota? • Lexus? • BMW? • or something else?

Most of the time. . . • We go to our sales meeting • We talk about what we should be doing • But, once we walk out of the room, we rarely make any changes that truly make a difference • And we never realize just how much we let slip through the cracks • Worst of all, we keep repeating the things that don’t work on the next live customer

Then. . . nothing seems to go right • We forget things • We get caught off guard • Nothing ever seems to make any sense • We get frustrated with the process • We miss opportunities • Nobody makes enough money • The fun is gone • It becomes a daily grind

There are several, but one of the main reasons for this is. . .

We’ve confused having “customer involvement” with getting a commitment

Involvement vs Commitment • If we're making ham and eggs • The chicken has the involvement • But, the pig makes the commitment

Involvement • The chicken doesn’t have to be very serious • Nothing is permanent • He can easily change his mind at any time • It doesn’t really matter much in the long run

Commitment • But the pig does have to be serious • It’s permanent • He can’t change his mind • Once he’s committed, we know the outcome won't change

There are hardly any similarities between customer involvement and getting a commitment. Here’s why. . .

Involvement is merely conversation and good intentions. Involvement without commitment leaves the customer too many chances to: stop, backout, quit, change their mind, leave, think about it, blame another person, get distracted, be talked into something different, change their priorities, decide it’s a bad idea, lose their motivation, leave their job, spend their money, change their interest, and buy something else or nothing at all.

Commitments, on the other hand, are specific, structured, steps that show intent by both seller and buyer to complete the sale and deliver the automobile.

We MUST have customer involvement: • Meet and greet • Building report • Selecting a vehicle • Showing the vehicle • Test drive • Asking closing questions

• Appraising the trade • Bringing them inside • Writing it up • Talking about price • Coming to an greement • Getting a T. O.

But, unfortunately, it’s also. . .

saying goodbye.

Statements that are merely customer involvement: • They want $500 more for the trade. • They need to keep their notes under $750. • If we can get it in silver, they’ll buy it. • She said that it’s his decision, that he can get whatever he wants. • They really, really like it. • They said we have a deal. • I’ve got a good feeling about this.

Write it down • Nothing verbal is an actual commitment. It’s just conversation with good intentions.

Commitments are: • in writing • complete sentences • very specific • signed by the customer • **getting the down payment and/or title up front

Commitments include: • Who is involved • What is involved • When it will happen • How both parties agree • A signature to confirm the agreement • **And the customer gets gives up something

Examples of good commitments: • The Smiths will buy today if we can get them $500 more for their trade. (sign here) x_______ • We will buy the GLS at 3 pm this afternoon if our notes are under $750. (sign here) x_______ • Ms. Jones will buy the C 250 on Tuesday if we can locate one just like this, but in silver. (sign here) x_______ • I will buy the GLE 350 today. Please clean and gas for delivery. (sign here) x_______ • The Smith family will take delivery of the S 550 tomorrow if terms are agreeable. (sign here) x_______ • We will buy the E 400 today with complimentary car washes and service loaners. (sign here) x_______

The simplest commitment there is: • I will buy today if terms are agreeable. (sign here) x_______

Detailed commitment: • John and Jane will likely buy the C 250 next month when she finds out what her bonus will be. They might consider sooner. But the big thing will be the notes and how much they will get for their trade that’s not here. It is a blue 2015 Camry with 23, 000 miles and is perfect. They’d like to do no money down. And they still have to agree to payments. (sign here) x_______

Even this, when necessary, can be a good detailed commitment: • Tom and Mary will likely buy the 2014 E 350 if we replace the windshield, fix the scratches, replace 2 tires, paint the bumper, give them $2000 more for the trade, get them 0%, keep their notes under $300, include lifetime maintenance, and buy their tag. (sign here) x_______

Resist the urge to be lazy and shorten it: • Today. $35, 200. Black tan. $500 • This is NOT a commitment

The commitment should be written by you and signed by the customer BEFORE ever going to a manager. This STARTS the pencil. Go ahead and get the down payment now. The manager can then help you agree to or overcome each item. But for this to work, bring the commitment written on paper first.

The We Owe Don’t let a long list of customer demands discourage you from getting a commitment written down. Put it all on paper. We can overcome them one by one later.