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January 12th, 2010

Selling From My Perspective

By Jeff Cowan 
 

“5 Things You Can Do To Significantly Increase Your Income in 2010. - Part 2”
 

As I closed out my last Blog, I mentioned that the five things discussed were a partial list.  Many of you wanted to see what I would put on a more detailed list, so, here you go, a more detailed, but still partial list…. 

1.    Hold a short meeting with your Shop Foreman, Technicians, porters, etc., and let them know your plans for the year.  Discuss how you plan on starting work earlier, how you will be staying later, making three telephone calls a day to past customers, will be turning over sales and taking sales that are turned over to you and how you will be training daily.  In addition make them aware of what you will be doing as it involves the rest of this list.  I have personally done this with every sales job I have held whether it be in the auto industry or otherwise.  I discovered that once you set the tone and define the level of success you are aiming for, the team becomes more excited and works harder to help you realize that success.  However, it is important that you discuss the success that you plan for your team and their goals in detail as well.  NOTE:  I am not suggesting that “just managers” do this; I am suggesting that Advisors do this as well.  You set the tone for success. Do this monthly.

2.    Look for a partner.  This will be a person that you thoroughly trust with all of your work business and customers.  This can be another Advisor on the drive, a manager, Porter, Shop Foreman, etc. that covers you when you are away from your desk.  Another Advisor would be best so that you can reciprocate and cover for them as well. However, if there is not an Advisor that is interested, find someone dedicated that will be.  NOTE: I am not recommending that you cut anyone in on your income; I am just promoting that since you have to step away from your desk occasionally, have someone that will back you up and handle your customers with the same skill and enthusiasm that you do and be willing to do the same for them.  It will make your life easier and greatly contribute to your overall success.

3.    Develop your own advertising campaign.  Texting, email blast, newsletters and written letters are some of the most important things that you can deliver to your customers.  They tell your customer that you are truly interested in their well being and are dedicated to keep them informed.  Although how these items are most effective and should be used changes frequently, at this writing here is the template I would follow:

·         Texting – once a week or anytime you have a daily schedule that is light.  These messages should be short and to the point. i.e., “Come in tomorrow for a $5 savings on an oil change” or “Buy 3 tires get one free of equal value Wednesday and Thursday only.”

·         Email Blast.  Sent out once or twice a month, this should list 1 to 3 things you wish your customers to know about you, your department, your dealership or any upcoming specials.  The shorter and more concise the message the more effective it will be.

·         Newsletters.  You should send these monthly or bi-monthly.  They should include a helpful tip, some news about your department, some news about your manufacturer, an upcoming special and a customer success story or quote.  1 to 2 pages tops.

·         Printed Letters.  Once every six months is more than sufficient.  This should be a general thank you letter that thanks them for their continued business with a quick personal note added in. i.e. “The picture printed on the bottom is my seven year old’s first time at bat.”

 

Obviously all of these would need prior approval from someone in management.  On the onset it may look like what I am suggesting would be very time consuming and maybe a little pricey.  It may be both the first time as you get set up, but once your templates are set up, the time required and the money needed to do these will be very minimal when you compare them to the results you will get in return.  Call us for templates if you like.

 

4.    Eat for Success.  Eating the right foods in the right portions at the right time will make all of the difference in your attitude, stamina and ability to think and act clear.  Every year at the holidays I let go and eat everything I can get my hands on.  By the 12^th of January, back to my normal eating habits, I marvel at how much better I feel, how much more energy I have and how much better I sleep.  NOTE:  Do not underrate the value of a good Breakfast daily and a 2 mile walk twice a week. P.S. Fast food is bad food and will slow you down.

5.    Develop friendships and business relationships with like minded people.  Stay away from people that are negative and non motivated.  Associate with people that are go getters and goal setters just like yourself.  This can be anybody;  A Technician, Vehicle Sales Person, another Service Advisor, neighbor or anybody.  “Birds of a feather flock together”. If your friends and associates are successful you are more likely to be too.  Chances are, if you are currently struggling at being successful, who you associate with probably are too. Hang out with successful people.

 

Here are five more suggestions to help you increase your income in 2010.  Just like I stated in part 1 of this topic recently, these suggestions will work and will work as soon as you start to implement them.  Once you get started and make all of these suggestions part of your regular routine, you’ll see that they will become easier and easier and will even seem like the most natural things to do.

 

As I ended part 1 I will end part 2:

As you venture into this next year it is not a question of “if” you can improve your financial situation or not, it is a question of will you do what is necessary to do so?  Will you have the discipline to do so?

Only you can answer that and next year’s W-2 will tell the tale.

Right, wrong or indifferent, that’s way I see selling from my perspective.

If you would like more information on great selling tips, techniques and insights that are proven to work contact us at 800-248-2931.  Or write us at info@jcowansprotalk.com. We will be glad to answer all of your questions.

Copyright 2010 by Wm. Jeff Cowan

 

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