In previous columns, we have talked about sales results, which are really simply a matter of numbers and skill. Making more calls will eventually produce more sales. Improving your selling skills and making more calls will always increase your sales results dramatically. Now use those skills to get some new customers.
In every large dealership you call on, there are your steady customers, your occasional customers, and those technicians you just can’t seem to crack. Set yourself a daily goal of investing ten minutes of one-on-one time with “that guy” who just won’t buy from you. You know who they are so create a list with all of their names and develop a conversion plan for each.
Start out slowly with just some friendly conversation. Next week maybe give them a hat or some other promotional item you’re giving away. Keep at it. When your company comes out with something that is “new and exclusive” show it to them. Your persistence will eventually pay off.
Even if you only get one additional customer every two weeks, a total of 26 new customers this year will make a nice difference in your sales and help cover those technicians who quit the trade or move out of town.
