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How to sell a car EVERY SINGLE DAY-Part 1

By “The Service Yoda”

Title: "Donuts and Coffee”

I can still remember the training I received from my sales manager about working the service drive. “Kid, here’s what you do (I was actually a kid back then!). Every morning, pick up a box of donuts and make coffee for the service customers in the waiting room and pass out your business cards. Sooner or later you will find someone who wants a new car”. So with all the excitement and enthusiasm I could muster, every morning I did EXACTLY what he said. I would buy a box of donuts, get to work as soon as service was open, put on a pot of coffee, and would go up to people and ask them if they were interested in trading in their car, and found that almost everyone had the exact same response. Can you guess what it was? Wait for it………….NO! It didn’t take very long for me to get frustrated and figure out exactly what those donuts were costing me every day. It was one of the first lessons I ever got on the meaning of R.O.I. (Return on Investment). So what was the result? Unless a service customer approached me, I never really spent much time back there EVER AGAIN. And I would almost guarantee that all of you out there have been in numerous meetings where your manager has said “you guys need to work the service drive!” And that is ALL he said. No training, no preparation, no word tracks, and ultimately NO results. Successfully working the Service Drive is just like anything else in life. It takes an ACTION PLAN to be successful!

Here are some of the things that you need to know if you are going to maximize all those beautiful prospects that own your product and already trust you enough to Service their car with you. In reality, the tough part of your job (gaining their trust) is already done! You simply need to give them a value proposition and an enticement to get something newer, better or different than they already have. But before you start on this exciting endeavor, which will absolutely send your earnings into the stratosphere, you will need to put together your PLAN OF ATTACK.

Here are some of the things we are going to teach you so you too can become a SERVICE JEDI!

• You will need to identify who are the key prospects to maximize your time, which is your greatest and most valuable asset. There are definitely service customers who you don’t need to waste your time with. This will involve getting lists of the next day’s service appointments so you can PLAN YOUR TIME EFFECTIVELY.
• You will need to learn a few word tracks and how to approach them in a non-confrontational way that will excite them into actually WANTING to hear your proposal
• You will need to learn a Phone Script for making follow up calls to the customers who you were unable to speak to in person
• You will need to design MARKETING MATERIALS to attach to Repair Orders and hang from their rear view mirrors when you can’t talk to them in person.
• You will need to learn how to make the Service Advisors your partners so they are actually LOOKING for opportunities to help you. This will involve compensating them and making sure they will not lose out on the potential service business if the customer decides to trade.
• You will also need to learn how to design a website that you can reference your customers to. And with the help of YouTube and Video Testimonials, start to grab customers who NEVER EVEN STEP FOOT ON YOUR LOT.
• You will also need to learn how to maximize your CRM. Many of you don't know that most CRM's can let you do a search of your service customer base and actually show you the customers current payments, original finance term, and also let you know IF THEY HAVE EQUITY OR NOT!

So if you would like to find out how to tap into more customers than you could ever dream of, stay tuned for our next post, when we will teach you the first step in how to sell a car EVERY SINGLE DAY!

Next Week: HOW TO IDENTIFY THE KEY PROSPECTS IN YOUR SERVICE DRIVE……..

P.S. - I almost forgot. Every customer who you get to listen to your proposal will close at over 50%, and because they will be focused on the payments more than the price, you will have the highest PVR in your store. I hope that is OK. And don’t worry about everyone in your dealership following your lead. THEY WON’T!