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7 Keys of Master Sales Consultants

Do you want to become a master sales consultant?
If so, learn these principles that drive excellence & performance.

During my 30+ years in this business, I’ve learned that top performing salespeople all share similar traits. There are 7 keys that I’ve identified through my years of tracking (and training) the best of the best.

Today’s blog post is a little different.
You have 3 actions to take:

  1. Download & print the 7 Keys and Self-Assessment PDF (linked below).
  2. Watch the video. I give you an overview of the keys and
    an explanation of the assessment.
  3. Complete the self-assessment on page 2 of the PDF.

7 Keys of Master Sales Consultants

Good Selling!

Handling Upset Customers, Part 4

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:

  1. Attitude
  2. Active Listening
  3. Asking Good Questions
  4. Empathy
  5. Reassure

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.

Good Selling!


The power of the principle of reciprocity.

The principles that drive performance and excellence have always existed.
It’s our job to understand and implement them to benefit our customers,
our dealership, and ourselves.

The Power of Reciprocity:
Whenever you do something for another person, they automatically want
to repay you or do something for you.

Think about it…
When someone does something for you that you didn’t expect, you immediately feel bad because you didn’t do something for them.

It’s human nature. We all feel this way.

That is the power of reciprocity.

The more you do for your buyers, the more they will feel they have to do something for you.

That is one of the reasons you should never short cut your Sales Process. When you cut corners, skip some of the steps, you stop ‘earning’ reciprocity from your buyers.

Every step of your Excellence Roadmap’s Sales Process is based on timeless principles, including the principle of reciprocity.

Even the smallest things you do for your customers builds reciprocity.

The principles that drive human behavior are easily visible to all.

Understand them.
Apply them.
Benefit from them.

Good Selling!

Customer Satisfaction Scores


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:

  1. 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.
  2. Explain the scoring system to every buyer.
    Buyers need to know only a 10 is a 10.

Pro Tip:

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?

Good Selling!

Gross PVR

Gross PVR
Gross Per Vehicle Retail

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.

Good Selling!

Proverbs Challenge, Part 1

Protect Your Most Valuable Asset – Your Thinking

Today starts a four-week series.

Today begins a 31-day challenge.

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.

Proverbs Challenge:

  • 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.

Good Selling!

Personal Strength

How do you respond to your circumstances?

When things are bad, how you respond matters.

When things are good, how you respond matters.

“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.

Good Selling!

Four Questions of the Counter Offer

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:

  1. What does the buyer say they want?
  2. Can I give it to them?
  3. What can I give them?
  4. 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?

Good Selling!

The Depth of Your Convictions

Why is your belief system important?

Why does it matter what you think?

It matters because what is in your mind will be in your buyer’s mind. So, what you
believe your buyer will believe.

Your Excellence Roadmap sales training teaches you three facets for each step of the Sales Process:

  1. What To Do – What to do to win more often.
  2. Why To Do It – The thinking behind doing it that way.
  3. How To Do It Well – Your success model.

As you go through the training, it’s not just the what and the how. The why is just as important.

When you fully understand why you begin to transform your thinking. When your thinking transforms, so will your buyer’s thinking.

Good Selling!

Avoiding Winter Slowdown

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.

Make the winter months your best months.

Good Selling!

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