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Here are a few things that I learned from these dealers who chose to keep talking to their customers during the pandemic. Many of these dealers sold cars, in some cases quite a few. But that wasn’t their goal. They simply wanted to build goodwill with their customers.
The “margin struggle” for car dealers today is really the battle to de-commoditize the car buying process by delivering a high-value customer experience. Dealers need to construct their sales process around their customer’s three buying decisions.
Trainers, being a good person in any service industry, but especially professional automotive sales, has at its foundation the goal of adding real value to those we serve. This applies first to adding real value to the sales teams we lead, and then of course, to their customers, who are ultimately our customers.
Working Hard isn’t about how many hours we work. We are in the retail car business, of course we’re going to work long hours. It’s what we are going to work hard at doing. How we’ll prioritize and spend our time, that’s what differentiates a Sales Leader.
For our Sales Leadership discussions on Working Hard, we are going to focus on Four Operational Priorities. We’ll review and reflect on each one so we are clear on the what and the why.