New Vision Sales Automobile Dealer Sales Training – Article Series

Generate Sales During Tough

Times: Avoid the Prevent Defense

Page 1
www.NewVisionSales.com Info@NewVisonSales.com
While car sales and football don’t have a lot in common, right
now many dealers are practicing what many football teams do when
they’re trying to hold onto their lead until the end of the game—
the prevent defense. A team with a solid lead will just try to
protect that lead rather than going on the offensive to score
more points. Unfortunately, this tactic often causes the team to
lose because they were playing too carefully.

However, dealerships aren’t attempting this tactic because

they’re ahead. Rather, it’s their reaction to the economic
climate. They’re trying to prevent their dealerships from losing
more money than they already have. While running a tight defense
is wise for dealers today, dealers should not be too conservative
in this economy. Running a proper offense might be the better
solution. If you have a glass-half-full mindset, then that’s
definitely the better solution. Instead of being reactive to the
market, dealers should be proactive in trying to buck the trend
by developing business and getting customers on the lot.

My advice for everyone is to stop freaking out. As of the end of

October, the price of gas was 20 cents cheaper than a year ago.
Not to downplay the significant jolt the credit markets have
seen, but some people think things are worse than they actually
are. Remember, perception is 99 percent of reality. It’s mind-
boggling how everybody just wants to accept defeat or adopts a
wait-and-see mentality because business is down and the economy
is tough. I understand that there are serious credit crunches and
economic changes. I don’t want to minimize the true significance
of what’s going on, but dealers need to remain optimistic about
the future.

While many consumers are apprehensive to buy in this market,

dealers can ease buyers’ fears through business development.
Dealers with a BDC can really reap rewards today if the
representatives on the phones are using skills, not scripts, to
get customers on the lot.

Dealers who don’t have BDCs should seriously consider integrating

business development (even on a small scale) into their
dealerships. Right now, many dealerships are forced to lay off
good employees to stay profitable. When you have quality people
already in key positions, rather than firing them, oftentimes

Page 2
www.NewVisionSales.com Info@NewVisonSales.com
it’s very inexpensive to take them through a business development
training course. The good people are sometimes already there and
dealers need to consider the opportunities before them. We can’t
wait for success to come to us. We have to go to success and the
only way to go to it is to call customers.
Granted, this venture would take a small investment up front, but
if it’s an investment that will pull you out of a slump, it’s
well worth it.

Now is not the time to wait for customers to come to you. All
dealers really need to do is walk around their showroom for an
hour to find out what their salespeople are doing. A dealer might
have a few salespeople on staff who are dedicated and properly
trained to develop business and those are the true professionals.
BDCs are not needed for true, traditional automotive sales
professionals because they do it themselves. They take ownership
in and responsibility for their own business. However, there are
very few of true sales professionals left. Someone needs to be on
top of every lead, and past customers have to be contacted
regularly.

The reality is that you need to give customers a reason to stay

with you because the purchase decision doesn’t typically come
down to price. It usually comes down to rapport. That
relationship you build with them is what matters because they can
find the same car at the same price across town.

If you’re still unsure about whether you need business

development; “mystery shop” your dealership to determine how your
employees answer the phone and respond to a potential customer.
If your dealership doesn’t have dedicated business development
representatives or other employees trained in phone skills,
chances are you won’t be happy with how you’re received.

Over the coming months, each appointment should be treated like

precious gold. BDCs of any kind are definitely not for the people
with the glass-half-empty mentality because when business gets
tough, they’re going to forfeit. If you’re a glass-half-full
dealer, now is an opportune time to invest in business
development so you can capture buyers currently in the market.
It’s time to abandon that overly-cautious prevent defense and go
on the offensive to bring buyers to you.

Page 3
www.NewVisionSales.com Info@NewVisonSales.com
 Twitter: www.twitter.com/NewVisionSales

Facebook: www.facebook.com/NewVisionSales

YouTube: www.youtube.com/user/NewVisionSales

LinkedIn: http://www.linkedin.com/in/grodean

New Vision Sales Inc.

1670 Hwy 160 West Suite 206
Fort Mill, South Carolina 29708
803-802-2124
Toll Free: 866-532-2827
Info@NewVisionSales.com

Page 4
www.NewVisionSales.com Info@NewVisonSales.com