To market yourself, find out why customers buy from you
Sales Management Part1
For all sales managers. How to be a better coach. How to be a leader. Recruitment. Induction. Staff retention. Staff productivity. Pay plans. Sales incentives. Sales targets. Making your sales meetings work. How to work out exactly what a customer enquiry really costs.
List of Contents:
- What all good Sales Managers know and consistently apply
- Are you getting good value from your sales executives?
- Coaching – improve the performance of your team
- Recruiting the right material
- Induction programmes – cutting down on showroom staff churn
- How to stop salespeople who leave you from stealing your customers
- What to do if your sales team is spending too much time on paperwork and not enough on selling
- Does your pay plan give you what you want?
- Effective pay plans for your sales force
- An activity-based pay plan
- Sales commissions – the ‘ad hoc’ game
- Sales incentives – how to make them work
- An incentive to get your people demonstrating more cars to more customers
- Demonstrators – how not to get burned by that executive model
- Sales meetings – how to make them work
- Sales targets – stay on track to hit your targets
- Targeting sales staff in a different way
- Sales control – how to get the most out of your Record of Enquiries Sheet
- The true cost of a customer enquiry
- Be a leader – not just a manager
Sales Management Part II
More for sales managers. Marketing ideas. Ideas for motivating sales teams. Key topics for coaching the team. Better prospecting. Telephone techniques. How to handle the part-exchange. Selling more add-ons with the car. Customer follow-up. How to get referrals every time. The handover process.
List of Contents:
- Cost-price selling – why it could make you more money
- Marketing – not another boring balloon weekend!
- Marketing – real sales staff in a virtual dealership
- Marketing – why you should be running an executive car on your demo fleet
- Marketing – local shows and exhibitions
- Raising the prospects for your business
- Prospecting – a tried and trusted formula for success
- Prospecting – why SAPs and BAPs are a great source of sales
- Using the phone to increase sales and profit
- Improve the way your sales staff use the phone
- Call centres – how to set one up in house
- Part-exchange appraisal ratios – a critical KPI
- Handling the part-exchange – how to prick the ‘inflated value’ bubble and save the deal
- Handling the part-exchange – the case for third-party appraisal
- Paint protection – one way to increase your profit per unit
- Get the ‘be-backs’ back in your showroom
- Introducing … the customer referral scheme
- Voucher-led referral systems aren’t working
- Negotiating for referrals
- Delivering the vehicle to maximum effect
SELLING SKILLS FOR CAR SALES PROFESSIONALS
Designed to motivate the car sales specialist. What the job today really involves. Eight key stages in the sales process, from qualifying customers to referrals and related selling. Prospecting the easy way. Tried and tested ways to kick-start sales. How to communicate more effectively with customers.
List of Contents:
- Selling cars today – what the job really involves
- Step 1: qualifying customers
- Step 2: presenting the right car
- Step 3: the demonstration
- Step 4: valuing the part-exchange
- Step 5: dealing with objections
- Step 6: closing the sale
- Step 7: related selling
- Step 8: referrals are critical
- Case Study: Car sales professional’s secrets of success
- Case Study: Qualifying, presenting and closing
- Case Study: Prospecting the easy way
- Case Study: Business is slow? Says who?
- Testimonial letters: a key part of your sales tool kit
- Making a business appointment by phone
- Listen up: how to communicate more effectively with customers
- How silence can help the sales process
SELLING SKILLS: PROSPECTING AND USING THE PHONE
Coaching and development guide for sales managers. Setting the right targets. Planning to sell. Finding new prospects. Managing the process. Basic telephone techniques. The need for good customer records. Measuring, monitoring and improving. Communication skills.
List of Contents:
Part 1: Prospecting
Section 1: A crucial role for prospecting
Section 2: Setting the right targets
Section 3: Planning to sell
Section 4: Finding new prospects
Section 5: Managing the process
Part 2: Using the phone
Section 1: The sales manager's introduction
Section 2: Getting started
Section 3: Basic telephone techniques
Section 4: Basic data - why you need it, and how to apply it
Section 5: Measuring, monitoring and improving
Section 6: Good communication skills
AFTERSALES MANAGEMENT PART 1
Best practice guidelines for service managers and their staff. Customer retention. Aftersales marketing and advertising. Targeting older cars. Making it easy for customers. Setting your labour rates. Developing your service receptionists. How to identify those ‘expectation hotspots’ and deliver what customers want. How to turn your aftersales business into a seling department.
List of Contents:
- Growing your customer retention – the No 1 task for all aftersales managers
- Turn your aftersales department into a sales department
- Aftersales marketing – some ideas for free promotions
- Aftersales advertising – piggyback on your car sales ads
- Targeting older cars – the budget-priced servicing offer
- Customer retention – exhausts with a five-year guarantee
- Customer care – an express pick-up for your customers
- Expectation hotspots – delivering what your customers want
- Labour rates – a premium price for a premium service
- Workshop loading and control
- Service receptionists are also sales executives
- More on upselling
- Service reception – the basics of selling service
- Service reception – handling a customer complaint and other difficult situations
- Service reception – how to cut down on customer queuing
- Service reception – getting organised
- Improving the performance of service receptionists
- It’s a man’s world – or is it?
- The trouble with training
- DIY training for customer-facing aftersales staff
AFTERSALES MANAGEMENT PART II
More for the service manager. Workshop loading and control. Setting up a shift system. Workshop quality measurement. Pay plans and bonus schemes. Interpreting the inter-firm comparisons. How to turn your debtors into cash. Controlling unauthorised credit. Controlling warranty costs.
List of Contents:
- Workshop quality measurement
- Inter-departmental relations – helping the sales department keep their promises
- Inter-departmental relations – preparing cars for delivery or sale
- Inter-departmental relations – internal charging
- A pay plan for technicians that might just work
- Incentive schemes for technicians
- Incentive schemes for support staff
- Incentive schemes – parts staff
- Bonus schemes – how to motivate your technicians
- Are you paying your technicians too much overtime?
- Setting up a shift system
- How to get technicians off to a flying start
- Workshop investment – paying for your technicians’ tools
- How to control your warranty costs
- How to convert a consumables expense into a profit
- How to control your sublet costs
- How to control unauthorised credit
- Ways to turn your debtors into cash
- Work-in-progress – Service Public Enemy No 1
PARTS MANAGEMENT
Tips and techniques for parts managers. Reviewing your trade parts strategy. Developing you retail business. How to sell more accessories. Incentive schemes for parts staff. Internal charging. Parts stocktaking. Parts stock turn. Profiting from obsolescent stock. Parts e-commerce. Calculating the true cost of parts sales.
List of Contents:
- How to calculate the true cost of parts sales
- Keeping track of customer spend
- Trade parts – is the business worth it?
- Trade parts – an exit strategy
- Retail parts – wake up your Parts Department
- Accessory sales – how to get into the market
- Talking your way out of parts sales
- Banishing parts cash sales
- An incentive scheme for parts staff
- Parts stocktaking – when to do it
- Parts stocktaking – how to do it
- How to handle a stocktaking deficit
- How to prevent parts pilferage
- How to make money from obsolete parts stock
- Special needs for special parts
- Imprest parts stock
- Internal charging – a boost for parts profitability
- Parts e-commerce
- The truth about parts stock turn
- Studying the inter-firm comparisons
USED CAR MANAGEMENT
Specialist advice for the used car department. Developing a used car strategy. Controlling used car margins. Improving the way you display used cars. Stock management. Avoiding the problems of over-age cars. Used car reconditioning. Trade cars. Loan cars. Diversifying into new areas of business.
List of Contents:
- Are you in charge of your used car department – or is it in charge of you?
- Used car marketing strategy – developing it and controlling it
- Who controls your gross profit margins?
- Buying your way out of trouble
- Over-age stock – what are the true costs?
- Over-age stock – the case for a free release exchange system
- Stock management – give all your cars a sell-by date
- Trade cars – a needless waste of resources
- The used car preparation dilemma
- Used car reconditioning – accounting for the cost
- Used car reconditioning – are you throwing away your margins?
- Prospecting the Service Department
- A checklist for the way you display your cars
- One way of spreading your used car display
- Comeback customers – take a ‘snap’ decision to protect yourself
- Why lending out cars is a false economy
- Diversification – new ways to increase profits
- PCP ‘recycling’ – give yourself another bite of the F&I cherry
- Being disciplined means being profitable
- Call centres – managing, marketing and maximising the Business Development Centre
F & I MANAGEMENT
For dealers and their F&I or business managers to fine-tune the way they sell finance. The KPIs of good performance. How to make sure all the income reaches your accounts. Monitoring progress. Sell more extended warranties and credit protection. Backselling products at delivery. Business Manager pay plans. Customer qualification and referrals. Finance prospecting.
List of Contents:
- Getting the right deal from your finance company
- The KPIs of good performance – and how to calculate them
- More on KPIs – measuring starts when the customer comes into the showroom
- Employing a business manager – the risks and the reward
- The business manager’s job description – F&I advisor’s too
- F&I and the Accounts Department – making sure all your income reaches the accounts
- Two keys to better finance business – quality qualification and referrals
- More on referrals – the importance of a quality handover
- Squeezing out that extra drop of profit – back-selling the products at delivery
- Rewarding the winners – a guide to paying the business manager
- Finance prospecting – generating captive customers, pro-actively
- Telephone skills – key words and phrases for the outbound finance sales call
- Extended warranties – there is still good profit in them
- Extended warranties – getting that extra bite of the cherry
- Credit protection insurance – a great profit opportunity
- Protecting paint – and dealership profits
- Monitoring progress – the quarterly review
- Location, location, location – positioning yourself within the marketplace
- Check out the competition – before you start cutting your rates
- Why invest your cash in a car – and watch your money shrink?
FLEET SALES MANAGEMENT
For dealers and their fleet sales managers to fine-tune their corporate sales. Defining the market. Defining your strategy. Developing a fleet sales team. Finding the customers. The fleet sales process. Management controls. Retaining your customers. Action planning. Preparing for fleets of the future.
List of Contents:
- The corporate market
- Defining your market
- Defining your strategy
- Developing the team
The professional sales consultant
Recruiting the right person
- Finding the customers
Targeting
Prospecting
Telemarketing
Direct mail
Public Relations
- The sales process
Getting face-to-face
Understanding customers' requirements
Steps to the sale Professional business communications
Exploiting all opportunities
- Sales control
Sales control system
Sales objectives
Lost sales analysis
Sales meetings
- Retaining customers
9: Action planning
How to use the checklists
- Appendix
Helping your clients to analyse their motoring cost base
Helping your clients to justify the business decision
A change of focus for business user specialists ... and here's a fleet I made earlier
Fleets of the future
INNOVATE OF LIQUIDATE
This collection of short articles will help your staff address the specific problems they face everyday in the dealership. Designed to help both new and experienced managers get more out of their business, Innovate or Liquidate offers accessible solutions to a range of critical issues including 30 chapters on the following:
