The Most important Element of Selling

The Most important Element of Selling

The Most important Element of Selling

Customer Experience

Have you ever returned to a store to find your experience vastly different? It happens. It could be a different salesperson or even the weather. But for whatever reason, your experience isn’t always the same.

But it should be.

A Tale of Two Clients

Let’s compare the experience of two clients in a dealership.

On the one hand, you have a client who’s greeted at the door, offered coffee or tea, and is then given a tour of the dealership before being introduced to the operations team.

On the other hand, you have a client who comes in afterwards, and has to wait for that tour to finish before someone acknowledges them. The coffee ran out and there’s a shift change, so no one can see them for ten minutes. As a result, they end up waiting in a hard, uncomfortable chair you dragged out of the basement last week and forgot to clean.

Who do you suppose is going to remember the service quality?

Customer service isn’t just a small piece of the puzzle; it’s the table you build it on. Without a solid base to work with, you can’t put anything together. Without focusing on the whole experience a client may have when they visit your dealership, you won’t even know what turns them off. Remember, you have to care about customer experience, or they’ll see through it all as a ploy.

Here are some ways to make it real.

Walking through the door

What do you offer clients when they come through the door? Do they have access to coffee or tea? Is your waiting room clean and easy to access?

Not only does the process have to be simple, but you need to give your clients something to do while they wait. Some dealerships have televisions set up, while others have started using interactive gaming systems that give more feedback into their desires. Remember that just showing car commercials will likely bore them silly if they’ve already done their research.

You’ll also notice many younger car-buyers looking for vehicles, sometimes with their children in tow. Take a cue from doctors’ and dental offices and have a small area sectioned off for the children so their parents can speak to you without interruption.

F And I

No one enjoys the finance and insurance conversation, so your goal should be to make it as comfortable as possible. If the conversation is with another team member, introduce them early and show off your support. Then, make sure to show the value instead of cost. Taking some of the same steps as you did when you first met will also help put your clients at ease.

Another great tip is to leave your phone at the door. Never answer your phone while you’re having an active conversation— especially text messages. Not only is it distracting, but as soon as you take your focus from your clients, you’ve destroyed the rapport you’ve been working on. The clients in your office took the time to visit, and you have voicemail for a reason.

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Picking up the car

By the time a client picks up a vehicle, it will often be at their third visit. They’ve invested a lot of time already and you don’t want to keep them longer than you have to. That said, there are some things you should think about. Scheduling the appointment properly so they don’t have to wait is the first step you can take and it won’t cost a cent.

As the salesperson, you likely won’t see the clients for a few years. Your dealership partners, however, will see them far more often. Clients like to know there’s a team behind you and taking the time to introduce everyone is a great way to show solidarity and extend the rapport you’ve taken so long to build. This is especially true for your service team. Offering a free oil change or two can help that transition as well.

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Follow up

The customer experience isn’t just about the sale’s process; it’s everything they experience in the dealership, and even in the days and weeks afterwards. You’d be surprised how powerful a follow-up phone call can be. In fact, making a habit of calling them to see if there is anything else you or your team can do is a great way to stay top of mind. 

A second follow up by a third party or automated system to gauge their experience will give you great feedback for any changes you need to make. Some companies are so focused on customer service that when they do their follow up surveys, anything less than excellent is considered a failure. That’s right— if you don’t wow the clients every time, you haven’t achieved your goal. While extreme, it does embrace the proper sentiments.

A commitment to customer service excellence doesn’t necessarily cost money.

What does a coffee cost compared to the SUV? Would a free oil change break the bank when selling a luxury car? You can’t go wrong with putting the customer first. It’s an invisible investment that will always pay dividends.                                                                                                                                                                                                                       

Thanks for reading! Stay tuned for more content.

Cheers,
Jason Harris

 

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Tesla’s Model 3 Will be the Prime Target at Upcoming Hacker Contest

Tesla’s Model 3 Will be the Prime Target at Upcoming Hacker Contest

Tesla’s Model 3 is no doubt going to be an extremely innovative car in its own right.

The most obvious reason for this is because it’s an electric vehicle- it’s far more environmentally friendly than any gas-powered vehicle that’s out there. Another reason it’s innovative is in regards to its high level of security.

But just how much does Tesla believe in the Model 3’s digital security?

Well, according to The Verge, Tesla is so confident that they’ve allowed a Model 3 to be the object of a hacking contest.

The Pwn2Own contest has chosen the Model 3 for their competitors to hack into. It’s a first for this contest, making this an unprecedented move. Furthermore, it will be the only vehicle to participate in the automotive category. The idea is that the hackers will have to try and find a new way to compromise the security of the Model 3. Whoever wins in this category gets to take this sexy, powerful vehicle home as their prize.

The contest in question- often referred to as just Pwn2Own- is arguably the largest event for competitive security research.

Here, hackers on the rise are allowed to put their skills on display while trying to find undiscovered vulnerabilities in popular programs.

Those who partake in this contest not only have the chance to win prizes, but also to earn money, too. Pwn2Own has managed to produce a lot of hacks for browsers; especially back in 2015, when one hacker found vulnerabilities in Apple’s Safari, Google Chrome and Internet Explorer. the hacker received $225 000; it’s clear that this contest is fruitful for companies and hackers alike.

It may seem odd and even a little risky for Tesla to allow a contest for hackers to hack into one of their vehicles. But it isn’t exactly a one-off for the car company.

Tesla has had a bug bounty program since 2014 for researchers to find vulnerabilities in exchange for a payment.

Such a program is not unusual; there’s similar programs in place for both Fiat Chrysler and General Motors. But considering Tesla is often targeted by hackers, having this kind of program in place will no doubt keep them up-to-date on their vehicles’ digital security.

Source: The Verge

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5 Important Elements of Marketing Communication

5 Important Elements of Marketing Communication

5 Important Elements of Marketing Communication

Did you notice that robots are invading the planet? Slowly, but surely, they’re replacing everyone you know with evil doppelgängers.

When it comes to marketing, those faceless, lurching beasts can almost do everything you can. If you rely on templates and cold interactions, you’ll eventually lose your job to one. Put simply, if you mistreat your audience that way, you should lose your job. They deserve better.

Don’t be afraid. It’s not too late. To stave off an invasion from those metallic monsters, there’s really only one thing you need to keep in mind; don’t be one of them. Don’t be a robot.

I’m sure you’re asking yourself what you could possible do to be efficient and keep up with everything a marketer has to take care of. The answer is to take an audit of what makes you human, and then practice those qualities until you’re indispensable.

What makes you human?

While there are many things that are unique to you, skills you excel at, there are a few things everyone can do to keep ahead of the curve.

Dump the templates

Working with computers, you’ll know that templates are everywhere; word documents, websites, and even social media platforms. Your goal shouldn’t be to make everything similar, but to make everything complementary. That means it’s okay to use standardization, but your campaigns shouldn’t be cookie cutter. You need to speak to each client differently, even if you’re saying similar things. Let them feel your passion.


Spontaneity

It doesn’t take much, but when a client asks for more information, be ready to colour outside the lines. Ask the best way to communicate with them; then use your smartphone and text them pictures and videos. Go beyond the marketing that comes out of the prefabricated box and build a rapport with your audience.

Don’t hit the reset button

Robots can’t understand from a client’s language how much they already know. You, however, can determine where someone is on their purchase journey. Don’t waste your time pre-qualifying them if you don’t need to.

Creativity

Being creative is necessary for good business development. Creativity comes from solving problems in unique ways. Moreover, it’s understanding the perspective of your audience so you can connect on a deeper level.

Be human

You can’t afford rigid responses to emails, phone calls, or chat sessions. Smooth answers, pauses, and even taking the time to breathe is a natural element to conversations. Your audience wants to see them, knowing they are speaking to a real person.

Red-eyed Monsters

We don’t really have to worry about an invading army of laser-wielding robots. When it comes to your marketing however, even the mere possibility that you use templates to interact with clients— or worse, use real robots for communications— your audience knows and won’t appreciate it. Robots don’t build rapport— humans do. Remember to humanize your responses, and don’t be afraid to show them who you are.

 

Thanks for reading! Stay tuned for more content.

Cheers,
Jason Harris

 

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Volkswagen Will Build Their EV Crossover in 2020 in the United States

Volkswagen Will Build Their EV Crossover in 2020 in the United States

German car manufacturer Volkswagen is now set to build an Electric Vehicle Crossover in the United States.

While many people are no doubt eager to purchase the all-electric Microbus, its long-awaited 2022 arrival will leave them ansty in the meantime.

If there’s any consolation however, it’s that an EV Crossover is set to arrive by 2020.

Volkswagen announced this revelation at the Los Angeles car show, adding that it will be riding their MEB modular platform.

That last bit is particularly significant because it will make it the first vehicle from the manufacturer to hit the U.S. with the MEB platform.

This new EV Crossover is said to share many similarities with the Volkswagen I.D. Crozz in terms of both style and substance. The I.D.Crozz- which had debuted originally in Shanghai, China before crossing over to Los Angeles, California- works with both a 201 horsepower rear-axle mounted motor for forward momentum; and a 101 horsepower front-axle mounted motor to boost the former. Both motors are powered by an 83 kilowatt hour (kWh) lithium-ion battery, which is kept out of sight within the floorboard. Volkswagen claims that this battery can reach upwards of 300 miles on a single charge, and can reach an 80 percent charge after a half hour of being plugged into the 150 kWh DC Charger.

 

Unfortunately for all those interested in Volkswagen’s newest offering, no more details have been released by the car manufacturer- or from anyone else, for that matter. But if everything that we do know is in fact true, then this EV will more than likely be extremely successful.

But only until after its release in 2020 will its success or failure be fully realized.

Source: Car and Driver

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3 Ways To Make your Sales Team Better

3 Ways To Make your Sales Team Better

Are you playing with your A-Team?

We all love it when things go well. It feels like everything is firing on all cylinders. Top management is all on board; the general manager, sales, even the dealer principles. Everyone starts to get that feeling that great things are coming. Opportunities seem to come out of nowhere.

But then small things start to chip away at the paint. Talking to the sales manager, you hear, “Oh, the sales guys won’t do that.”

Won’t do that?
Is that even an option?

It happens. Especially when it comes to staff that have been around for awhile. They’re set in their ways and know what works them. And it might. It may often be the superstar salesperson who gives the biggest pushback. They know what works because it’s put them on top for years.

But, how can you deal with that?

 

Negativity is a door closer

 

Their negativity can be debilitating, stopping the forward process of some of the best teams. That negativity can also be infections, spreading from one salesperson to the next, creating an army of naysayers who refuse to change, refuse to embrace the vision the management team has established.

As a sales manager, it’s your job to quell that uprising. Your performance isn’t gauged on how well individuals do, but how well your team does. You need an A-team, and not the one with Mr. T, decked out with all his golden necklaces and crazy hair. You need a cohesive team with a positive outlook working towards the same goal.

Here are a few things to get you there.

 

Step 1

Developing your team can be accomplished in many ways. What matters is that you keep your vision and goals in mind with every decision.

  1. Reward positivity – Rewarding positive actions that embrace your vision will work far better than punishing actions that may have been the norm, but aren’t contributing.
  2. Training – You can’t expect your people to take the right steps if you don’t first show them what those actions are.
  3. Promote team players – Putting team players in important positions can accomplish a few things. Not only does it put the right people in positions to maximize their skills, but it can set an example for others to emulate

 

2. Release the negativity

Sometimes you may need to release that negativity by letting someone go.  What a person brings to the team doesn’t have enough value if all they do is bring everyone else down. They may be great individually, but not for the team.

It’s at that point, you may have to do the unthinkable and release them altogether.

3. Hire For Your team

Sometimes when you’re missing something on your team you have to look for it outside of your organization.

This new blood can create an infectious positive attitude and add new skills to flesh out your team. It may also bring to light some of the negativity that needs to be excised.

Your team isn’t stronger just because it has an all-star or two. That’s why your baseball teams are constantly tweaking their rosters, trading away some of the best players for seemingly unknown elements. In fact, you’ll often see players in a position that isn’t their strongest because it’s best for the team. Team players will accept that knowing the end goal is what matters.

Your A-team is important. It will dictate the success or failure of the dealership. You want team players that work well in your unit, but also with the whole dealership. You can’t have  issues dragging your team down. Everything has to work together as cohesively as the vehicles you sell. Remember that as we come into auto show season and the sales that will develop into the spring and summer.

 

Thanks for reading! Stay tuned for more content.

Cheers,
Jason Harris

 

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