“Because of automotive resource sites like Edmunds and NADA, consumers have the same amount of data and access that dealers do. They can now both get up-to-date information on pricing, availability and competitors FAST.”
Yeah, this is my biggest pet peeve with sales guys. They all pull this line. But it’s just not as easy as they try to make it seem. Not to mention, at dealerships that sell a mix of new/used, it makes your product sound shitty. You’re telling me if I buy a new car, I have to pay out the ass, and then it’s only good for a year or two? Then I’m still paying out the ass AND have to repair it all the time?
If you haven’t been living in a cave for the last few years, then you already know that the digital revolution has gone mobile. The growth in mobile apps and the mobile internet has been staggering; as of July 2012, 95,176,000 US consumers accessed the mobile internet and an additional 101,802,000 accessed the web through mobile apps2, an 82 and 85 percent increase respectively. And this kind of growth shows no signs of slowing down.
Negotiate a price that is 5-15% less than what the dealer is asking for. It’s not that hard. Lookup “negotiate price used car” on google and read up. When you’re done negotiating, tell them to print/fax the final offer you agree on and then take the car to a dealer specializing in that make, or a specialty auto shop, and have them do a ‘pre-purchase inspection’ ($100-200). You will need to sort this out with the shop a day ahead (or two). Let the dealer know ahead of time that you will be doing this. It’s okay and expected. The shop doing the inspection will tell you if there are any serious problems. If so, abandon the sale or negotiate lower.
This conversation should not last very long but will give you a few minutes to feel your customer out. If there is more than one, try and figure out which one will be the mouthpiece (the one who will most likely answer your questions), but never ignore anyone in the group as you never know what kind of influence each person has over the buyer.
Create small talk. Although this can be frustrating for some customers who just want to “get in and get out,” striking up a conversation with customers can help build rapport and help them feel more comfortable trusting you as their salesman.
However, reaffirming that it’s okay to negotiate will put you on stronger emotional footing. For example, you may feel uncomfortable asking for a higher salary than the one that’s offered, but managers likely expect you to negotiate (and may even see it as a lack of confidence if you fail to do so). “When [people] learn that it’s not only acceptable to negotiate, but expected at a certain level, they become very good negotiators. Initially, some of them are afraid to negotiate and therefore pull their punches.” Miller says a negotiator’s mentality should always be that “I’m happy to give you what you need, long as you give me what I need.”
Create a schedule to review your current efforts on a monthly basis. Crunch the numbers to see your ROI and make changes are you go along. Also, if something is working well, don’t fix it of it’s not broken.
If you’ve got a unique item on your lot that draws attention to your business, then you’ve got a marketing idea that will continue to pay off every time people see it. Some used car dealerships have put old firetrucks on their lot with their ladders extended. It could be a classic car, and old car, or a famous replica of a movie car. As long as it fits with your personality, you’ll have a good marketing item.
Thanks for the info. I’m at a brand new company, and what you’re saying about momentum is something I’ve been trying to explain to the inventor and the investor. We officially launched on the sixth of may, and our sales have been on a steady increase. The people really running the show are wanting an overnight success, and it’s hard to explain that that’s exactly what we’re experiencing, it’s just that it turns out that overnight success happens after a long, arduous journey.
If you have the choice of a certified pre-owned car (CPO) or a non-CPO used car, go with the CPO. The selling price will likely be higher, but there are some significant advantages in having a CPO vehicle.
Acquisio provides software that facilitates customer acquisition using ad platforms such as Google AdWords, Facebook Ads, and Bing Ads. Marketers of any size can benefit from Acquisio’s advanced data science tools to automate and optimize most of the processes involved in acquiring new customers online.
What Google’s study has uncovered is an opportunity to help the car buyer at earlier stages of their buying journey. The advantage of this is establishing a sense of goodwill and trust – giving you a much better chance of securing sales when the consumer finally reaches the “Where should I buy it?” and “Am I getting a deal?” moments.
18. When you’re car shopping with iffy credit and you want the dealership to arrange the loan, go there while banks are open. Since the dealership will be trying to find a lender to write the loan, you’ll greatly increase your chances of getting approved for a car during “bankers’ hours.”
As many large corporations delay payments to suppliers stretching out well beyond 30 days to 60, 90 or even 120, electronic invoicing firms, B2B payments and financial companies like MasterCard are stepping into the payment gap, largely bypassing banks.
Few bodyguards will actually refer to themselves as bodyguards. Moyer prefers executive protection agents, because, he says, bodyguard tends to carry a negative connotation of big, unskilled men. “There is a big group of dysfunctional people with no formal training who should not be in the industry,” he says. Sometimes, a former childhood friend can become “security,” a role they’re not likely to be qualified for. Moyer and other firms have specialized training courses, with Moyer’s taking cues from Secret Service protocols. But Moyer also cautions that agencies enlisting hyper-driven combat specialists like Navy SEALs or SWAT team members aren’t the answer, either. “SEALs like to engage and fight, destroying the bad guy. Our goal is, we don’t want to be in the same room as the bad guy.”
Sorry, for the long winded introduction… my question is, when a situation like this occurs, who actually suffers at the dealership financially? I understand my constant issues were “annoying”, but did the sales rep have his commission reduced? Did the service department have to take a loss “against their numbers”? Or does the dealership eat the cost since it was their policy?
The Internet, and more precisely the rapid advancement of people’s access to the Internet, represents a tremendous change in the auto sales industry. What was once a mystery, the pricing of automobiles is now readily available to anyone with Internet access and some very basic Google skills.
About 30 percent of the vehicles Johnson buys at auction are purchased online. He said he makes a big effort to keep his used-car managers at their stores working used-car deals. “There’s no better place than to have the used-car manager — working the deal, appraising a car, buying a car from a customer, working a car in the service drive or just getting involved in a deal.”
Then you can take another view and ask your customers if they would be happy to receive SMS messages when our regular service is due. The database can then be used occasionally to promote a sale, even encouraging a viral campaign by sending messages to customers and inviting them to circulate an invitation to a sale event.
Use best practices in service and parts. Techniques for parts inventory management, service personnel staffing practices, service bay scheduling and repair and maintenance procedures typically vary greatly from one dealership to the next. Systematically identifying the differences and meticulously implementing revised practices results in an average parts and service cost reduction of 15 percent to 20 percent with only nominal investment.
Being a car salesman isn’t just about selling a product to the customer, it’s an art and a science. Personality, appearance, authenticity, and your ability to persuade all play a part in working in a car dealership. Many people walk into a dealership and already have a negative perception of car salesmen, and so your job is to change that image into something positive for the customer. You want to show them that you know what you’re talking about and you want to get them the best deal possible. So, it’s important to know a few key things about how to interact with your customers and how to, at the end of the conversation, have your customer satisfied with their experience and eager to purchase a car from you.
34. Before you buy, get a good idea of what maintenance will be required and how much it will cost. If you buy a car that is nearing 75,000 miles, for example, look in the service manual for the recommended service at that mileage. Then go to the service department and ask how much that will cost. Don’t forget to check on tire costs.
Include all sales experience on your resume. Make sure your resume tells the interviewer that you have experience in sales, even if it is minor or in a different industry. Include any business courses you have taken as well.
While many people do not buy more than one vehicle at a time, companies often do. By offering a percentage off on a vehicle when more than one is purchased, bulk sales will flow into the dealership. These can be company vehicles for executives or even vans used to haul materials, in either case, a discount can provide an extra form of marketing that will drive larger volumes of sales.
Another way to build trust in your brand and increase the social interaction with your customers is to invite user-generated content onto your website. This could be in the form of blog posts, customer photos of their purchases or reviews of your service. Ideally, you will build a way to respond to reviews into your web design so that you can increase customer interaction.
First, total shareholder return (TSR): Over the last five years, the annual rates of return that the S&P 500 and Dow Jones Industrial Average achieved for investors (including dividends) were 14.8 percent and 10.1 percent, respectively. In that period, average auto maker TSR was only 5.5 percent. Second, return on invested capital: In 2016, the top 10 OEMs returned an anemic 4 percent, about half of the industry’s cost of capital. The leading 100 suppliers have done a little better, just beating their costs of capital to enjoy a small positive return, after many years of negative net returns.
Set up alerts for new reviews about your business so that you can quickly review them when they are posted. Negative reviews can build up quickly to affect your reputation and if you don’t show an effort to resolve the issue, you’ll lose customers.
The number of used vehicles available to the market will continue to rise in 2018. In 2016, there were 3 million lease returns. 2017 had approximately 3.5 million lease returns and may reach nearly 4 million used cars returning in 2018. Used cars sales estimates for 2018 are expected to hit 40 million vehicles.
Hello, love the advice and everything but I work at a dealership where we have very little walk ins. I have a small list of contacts and they were all called. What can I do to get some footsteps through the door or have customers come in and see me?
To me that seems like a great deal to take advantage of if the car is spanking new and hasn’t been sitting in the lot for a year. I’m talking about something like a 2014 Mazda Cx-5. Are costumers getting screwed over in that sort of deal? Especially if a new 2013 model was $1000 cheaper? I guess, how much would a dealer make off selling a car that has been out 2 months at invoice price?
I woke up this morning to a pitch on my twitter account. Unlike most ‘hey can you post this on your blog,’ requests this one is pretty good. There are some good examples of social media activations happening at the Auto Show including uses from Nissan, Hyundai and Mercedes-Benz. There’s even a little dig at Citroen who allows for email sharing only on a build application they have on the floor.
I also think that the internet is helping improve this ratio in favor of good salespeople and sales managers. Search engines and a few websites allow consumers to post reviews of any car dealership out there. The internet is also increasingly becoming the starting point for people shopping for cars. Bad dealerships are losing money when people leave bad reviews.
The one-two punch: If the salesperson can get you to make an offer, the salesperson may bring in the sales manager or another sales person to join in the discussion. Watch out because they are probably thinking that you are sold and want to push the price up or close the deal by going two on one. They may seem nice but they are increasing pressure. Insist on only talking to the person you started with. Stay in control of the situation.
If you are buying a car from an individual owner, make sure the seller properly transfers the title and registration to you. It’s important to close the deal correctly to avoid after-sale hassles. Before money changes hands, ask for the title (which is sometimes called the pink slip) and have the seller sign it over to you. Rules governing vehicle registration and licensing vary from state to state. If possible, check with your local department of motor vehicles to make sure there are no past-due registration fees you’d be responsible for should you buy the car. Whether you buy from a dealer or a private party, make sure you have insurance for the car before you drive it away.