Looking Back

Looking Back (continued)

I have heard an all too familiar tone: A dear friend and dealer
principle in a New York high line franchise store contacted
me last week and asked me “How do I get my team excited
about selling cars?” I answered him with a question, "Are you
exuding the same excitement toward your team that you are
asking about - toward them?"

The first thing your team notices in a showroom is the level of excitement. Have you ever been to a carnival where
everyone looked withdrawn and sad? Of course not, that’s the whole reason for the carneys; they bring a sense of
excitement that makes you want to hand over your money and throw a ball at a few old milk bottles for a grand prize of a
stuffed poodle. I’m certainly not suggesting that you open your doors and start a carnival, what I am suggesting is that
you create a friendly and exciting place to come. And those customers will share their experiences with their friends.


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Jim Bernardi
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Your goals should be in the areas of:

		New Car Inventory of 45 days’ supply (units & dollars)
		New Truck Inventory of 45 days’ supply (units & dollars)
		New Vehicle Inventory (Other) of 45 days’ supply (units & dollars)
		New Vehicle Turnover Rate of 8 times per year
		Used Vehicle Inventory of 30 days (units & dollars)
		Used Vehicle Turnover Rate of 12 times per year

I have made it a point

n many of my article

hat you should

illustrate your statistics to all of your sales force.

This is a key and fundamental tool when trying to brand your store as a leader in your marketplace. This brings

a lot of excitement, as sales leaders always want to be in the

#1 slot in performance. Your sales competition

must be fun,

the

goals

must be

realistic and

it all must be

ultimately profitable. Get your team managers involved

in the stats I posted

hese numbers are real

;

they are NADA guide. Get them f

red up about the business

because

you

re excited and fired up about the business. The transfer of enthusiasm is highly contagious and it

will deliver a dramatic punch to your banking account.

Until my next article, keep your team on the cutting edge by illustrating your goals for them and make certain that they
understand how important their role is in the big picture.

Why not get your team pumped up every day your doors are open? I suggested to my colleague that he implement
a drawing for the sales team which would be dependent on how many used cars and new units each associate turns in
a given pay period. Do not use arbitrary units of time like a week or a month. If we have learned anything we know that
in these economic times, our team members live paycheck to paycheck. You can have your used car manager come up
with a spiff incentive to whoever reduces the number of aged units on the lot the most. Next, your new car manager
should also have an incentive for the same pay period to do the same. Make it fun, make the goal realistic but more
importantly make it a numbers game. As a dealer you know you only have a small window of opportunity to reduce your
inventory and maintain a new line of products to turn.