Today we wrap up our series on turning upset, frustrated customers into Excited, Loyal, Lifetime Customers.
Remember, customers are upset because of poor communication, time, &/or money.
Keys to overcoming your customer’s frustration:
Asking Good Questions
Today, we’re going to talk about the importance of Reassuring your customers. (For a deep dive into any of the keys, go to the training in the Excellence Roadmap.)
Reassure lets your customer know you’ve got their back. It says: “I’m going to take care of you.“
You also need to game plan. You need to give your customer a vision for how you are going to turn the situation around.
You need to constantly communicate. If you don’t keep you buyer up to date on the game plan, they will become frustrated again. Part of the game plan is to set proper expectations for time, communication, and follow up.
Delivery is the time to set the stage for an Excited, Loyal, Lifetime Customer. At delivery, cement the relationship. Ask for “Perfect 10s” on the customer survey.
Serving every buyer with excellence will turn upset, frustrated customers into Excited, Loyal, Lifetime Customers.
Your CEI / CSI scores are extremely important to your dealership. It impacts how your manufacturers incentivize the dealership.
However, these scores rarely give a true picture of your buyer’s satisfaction.
The true measure of buyer satisfaction is through their repeat and referral business. Your true buyer satisfaction level shows when they become an Excited, Loyal, Lifetime Customer (ELLC). You build ELLCs through your Sales Process.
But, your CEI/CSI scores are also important. It is up to you to score well.
Tips to improve your CEI/CSI scores:
The more surveys you have returned, the higher your score. How do you get buyers to return surveys? You ask your buyer to do it.
Explain the scoring system to every buyer. Buyers need to know only a 10 is a 10.
Show buyers a laminated copy of the survey. Let them know it is very important to fill out and return. Explain to buyers that only a 10 is a passing score. Let them know that your manufacturer views everything else as a failing score.
Ask your buyer if there is any place on the survey they are not comfortable giving you a 10. If the answer is “yes”, ask what you can do, what you can correct, to make it a 10.
How can people give you the right score is they don’t know what the right score is?
Why is it important? How does it impact your paycheck? Should gross PVR be consistent or fluctuate?
Gross PVR is important because as a tracking metric it tells you:
If you’re following the Sales Process.
How well inventory is being managed.
The accuracy of the pricing.
Gross PVR does impact your paycheck.
However, salespeople, you are not paid on gross PVR. You are paid on Total Gross.
In other words:
The more cars you sell X Higher PVR = the more $$$ you make.
Your paycheck is a combination of your gross PVR and the number of units you sell.
Your gross PVR should be all over the place. It should fluctuate wildly.
When there is a tough deal, short deal, you should still make the deal. (Which will result in low, or even very low, gross PVR.)
When there is money to be made, CAPITALIZE ON IT!
Averages are made up of highs and lows.
Remember: Maximize every opportunity. Take every penny available to be made and move on.
Volume is not the enemy of gross.
Gross is not the enemy of volume.
The enemy of both gross and volume is not following your Sales Process. Follow the Sales Process in the Excellence Roadmap. Follow all of the steps of the sales, with every customer, every time. And you will have both gross and volume.
Take this challenge and you will learn how just 3 minutes a day will change the way you think.
So, what is the challenge?
It is the Proverbs Challenge.
Proverbs is a short book in the Bible. In fact, it is 31 chapters – one for each day of the month. It is full of wise sayings that are used to help you become better today then you were yesterday. And, no, you do not have to be a Christian to benefit from reading Proverbs.
Read one chapter in Proverbs every day. If today is the 20th, read chapter 20. Tomorrow read chapter 21, and so on.
Choose 1-2 verses from the chapter to meditate on, to dig in to, to apply to your day.
It’s that simple. Spend 3 minutes a day reading Proverbs.
It will change the way you think.
Remember: Your thinking drives your actions which determine your results.
When you remind yourself about what is true and what is right, your results will be true and right.
“The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy.”
– Martin Luther King
Don’t let your circumstances, good or bad, determine who you are and where you are going. Often unplanned events cause a negative reaction. Times of prosperity can cause an attitude of complacency and entitlement.
How you respond to your circumstances is critically important. Your daily habits determine how you respond.
Get up each and every day and decide who you are going to be that day. Make these decisions daily. Take the right actions, day after day, regardless if you are on top or if you are on the bottom. These are your habits.
Your response to both prosperity and scarcity are habits. Your daily habits will sustain you during both.
Some customers you just can’t seem to close. Often, it is because they want things you cannot give them. When a buyer wants something that seems impossible, focus on what you can do for your buyer.
Ask yourself these four questions:
What does the buyer say they want?
Can I give it to them?
What can I give them?
How can I make it work for them?
During Step One of the Sales Process, you focus on building relationship and trust with your buyer. Use this relationship and trust to figure out what you can do to help buyers and meet their needs. Be creative with your solutions.
Present your solutions as a win for your buyer. Let them know how and why the different vehicle, payment options, lease option, etc. benefits them personally. (Remember: you learned your buyer’s what, why, and who they are during the Understand Goals step.)
Think about some of your past, unclosed deals. Ask yourself the four questions. How would have these questions helped you close the deal?
How do you, and your sales totals, survive and even thrive this time of year?
I’ll tell you how. Action. Action causes action.
Be careful what you say and think to yourself. It will drive your actions and, ultimately, your results.
I’m sure you’ve heard it before…
“You cannot sell cars during the holidays.“ “November, December, and January will be your slowest months.”
Guess what, that is absolutely not true.
Your sales are up to you. Your sales totals, your monthly income is determined by your actions. Do not just sit around and wait for things to happen.
Salespeople: If customers are not walking on to your lot, take action to make sales happen. Grab the list of your last 90 days of ups and opportunities. Grab your list of expiring leases. Make calls. Schedule appointments. Look for repeats and referrals.
Managers: Your store totals are the accumulation of all of your salespeople. If every salesperson is concerned about doing the right things to make a living every month, your store will have a great month. Coach, lead, and inspire your team to take action.
No matter what the market conditions, you are the master of your results. Watch the video below and avoid the thinking that sales are slow during the holiday season.
“Within me burns a flame which has been passed from generations uncounted and its heat is a constant irritation to my spirit to become better than I am, and I will.” -Og Mandino - The Greatest Salesman In The World
Each year around the holidays we focus on some of the more important things in our life and that automatically makes us more introspective.
We self examine more. And the result of this is we start thinking about being better.
You go to anybody's house you go downstairs and you see their Bowflex or their ski machine and its covered with clothes hanging on it.
So what happened?
I go to planet fitness at lunch most days, and in January the parking lot is full, and in February it's less full. By March it's back the way it was all year.
We made good decisions.
We know what we want.
We want it bad.
But somehow, making a decision is a lot easier than actually doing the work to get there.
We need a better plan.
If we truly want to change, it's simple.
Download the 4-page PDF and use it to follow along with the video below to build your game plan for the coming year. There's no opt-in required. Just click the button and save the file as our gift to you!
This post will never go out of date. There's also no need to start on January 1. This process will serve you any time of any year, any time you are ready to make a positive change in any area of your life. Like all our training, it's based on timeless principles and will never go out of style.
The only difference from those who have succeeded and those who have failed lies in the difference of their daily habits. The ones that succeed and get what they're after are the ones that have a plan, that vision, and take daily action
Download the linked PDF below (no opt-in required) and and use it to plan your goal setting any time of the year!