Automotive Sales Process … Not Just the Right Skill Set, But Also the Right Mindset

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Traditionally, automotive sales consultants tried to ‘‘sell a deal.’’ But today’s customers are far more knowledgeable, sophisticated, and demanding than they were in the past. With so many new ways of learning about and purchasing vehicles, and with so many high-quality product choices available, the last thing potential customers want is to feel browbeaten or coerced when they visit a dealership.

That’s why highly effective selling in today’s automotive marketplace requires sales consultants to be proficient in not one but two major areas. They must posses:

The right skill set. This involves doing the right things at the right times in the right way within the context of a well-defined sales process.
The right mindset. This represents a certain way of thinking about customer interactions which is based on a number of underlying fundamental assumptions, including how the customer should be treated and why he/she is at the dealership in the first place.

Let’s look at each in more detail.

The Right Skill Set

The purpose of the automotive sales process is to structure the customer encounter in a positive way that both provides value to the customer and leads efficiently to the successful completion of a sale. At the same time, the process focuses on building long-term relationships with the customer, one that can grow into future sales of vehicles and parts, plus other products and services.

In practice, the automotive sales process varies widely. This is true not only between dealerships, but also within a single dealership. Some sales consultants and managers adhere to a prescribed selling process or script. Others vary the procedure according to the specific customer profile. Many follow no set plan at all. Not surprisingly, results are all over the board.

However the specific steps are identified, the automotive sales process can be divided into three main phases:

Phase 1: Pre-buying experience. This involves, for example, sales consultants working with the sales manager on business development planning; following-up by phone with unsold showroom visitors and missed appointments; asking friends, family members, and current clients for referrals; and checking the internet, newspapers, and local advertising.
Phase 2: In-dealership buying transaction. This involves activities like greeting the customer in the appropriate way, conducting a customer-oriented needs assessment, vehicle presentation, demonstration drive, completing the sales transaction, completing the financial transaction, and delivering a thoroughly prepared vehicle.
Phase 3: Post-sale customer retention. This involves performing key follow-up activities such as contacting customers after delivery to check their satisfaction level, taking appropriate action to ensure that problems are corrected, remaining the customer’s advocate after the sale, and so forth.

Within this framework, sales consultants need to possess and employ a number of customer-driven techniques which both guide and empower their performance. These ‘‘moments of truth’’ determine the extent to which a customer is satisfied with the entire dealership experience. They consist of:

Sales skills. These are skills that tend to be critical to success at a particular point within the sales process. Building rapport, dealing with objections, or translating product features into customer benefits are some examples.
Communication skills. These are skills that enable sales consultants to gather information from customers and present information to them throughout the entire sales process. Listening actively, recognizing and processing customer buying signals, probing and questions, confirming, and clarifying and explaining are examples.

The Right Mindset

In addition to the right skill set, there are a number of assumptions which are also key to success in automotive sales. While specifics may vary depending upon the philosophy of the individual dealership …

Core assumptions relating to the customer include:

Has a need to satisfy.
Wants help with the buying decision.
Wants to buy, although may not be convinced that he/she wants to buy from this particular dealership or sales consultant.
Wants to be treated honestly, courteously, and respectfully.

Core assumptions relating to the dealership sales team include:

Must offer significant value for the customers’ time.
Must earn the right to proceed through the sales interaction with the customer.
Is there to learn about and understand the customer’s need.
Must treat customers fairly, and with ongoing dignity and respect.
Is there to complete the sale.
Must create value for the dealership, including its products, services, and reputation.

What’s In It For Me?

The more appropriate question, of course, is ‘‘What’s in it for everyone?’’

Sales team members will:

Have a framework to follow that can be applied in all sales situations.
Maximize the time spent with each customer.
Significantly improve their chances of closing each sales opportunity.
Consistently meet their overall sales objectives.
Achieve an enhanced level of confidence, professional growth, and recognition.

Dealerships will:

Sell more vehicles, plus related products and services. And they will do so in a highly customer-oriented manner, as opposed to emphasizing short-term profits at any cost.
Increase not only long-term profitability, but also customer satisfaction, retention, and loyalty.

Customers will:

Experience a more satisfying vehicle acquisition and ownership experience.
Increase the likelihood of repeat/referral business.

Obviously there are many benefits to using a systematic sales process while adhering to certain fixed core assumptions. Combined, they form a array of ‘‘best practices’’ for achieving and surpassing customer expectations.

For a broader/deeper perspective on these and related topics, check out:

	Using Sales Training Best Practices To Increase Sales
	Developing Performance-Based Sales Training To Increase Sales