|
Got Traffic?
Generating RV Sales & Income When Floor Traffic Is Down. Part 1
by Chuck Morgan
If your floor traffic is down this year, you're not alone. Short of throwing a bunch of money at it in ineffective advertising to sell units with little or no gross profits, what do we do about it? There are many important factors in our ability to sell.
Our Attitude. Our Belief Level. Our Knowledge and our Skills among them.
When it comes to the floor traffic we do have, we have to increase our closing ratios, period. Today let's talk about knowledge and skill and the truth about where we are today.
Start training and start doing the things you already know how do.
Many times it's not what we don't know, but what we do know, and don't do.
Most RV sales people that have been with a dealership for any period of time already know how to sell RV's. If we know how to sell, and we are not selling, then we usually have just stopped doing the things we know how to do. Managers, when was the last time you reviewed the "Steps to the Sale". Well Chuck, they know that already. Tell them again. I travel all over the country talking to RV salespeople and there are always huge benefits gained from refreshing on the basics, every time. However, training on the basics of RV selling needs to be given with the same excitement and enthusiasm as if you just learned a new sales technique that will make you rich.
I know this to be true because even top producing, veteran sales people tell me it helps them. Either they stopped doing the things they know how to do, or they pick up a tip, technique or word track that they can add to what they already know.
If someone who has been selling RV's for 20 years tells me they "learned something new", if a company that has been in business for longer than I am old and says "we learned something new today", then we all need to train.
Although we all gain more knowledge over time, time does not make skill. Knowledge and skill are two different things. The application of knowledge is skill, and now, that knowledge can be used to sell more RV's.
Last week an experienced salesperson told me he had a "better understanding of the 'mechanics' of the selling process". That's what I mean by "Selling On Purpose". Many in sales have never had a system or procedure put in front of them in black and white.
There are only a few reasons a sales manager doesn't periodically review basic selling techniques with their sales staff. They don't know them, they don't believe in them, they are lazy, they don't know how to train, or they don't see the benefits of basic training. Ouch, sorry but tell me what I'm missing here.
Here's a tip. We salespeople are just like our customers. "What's in it for me?" The reasons we don't do the things we need to do is simply that we don't see the benefits. That's how you train on the basics without anyone getting bored. Point out the benefits of each step of the sale. By understanding what is "in it for you", you will understand that it is a necessary part of the selling process. Once you have completed a session on the steps, you will now have a long list of benefits for you. Without going too far into human psychology, it is also important to understand we all do the things we do for one of two reasons.
1. To avoid pain.
2. To move towards pleasure.
That's about it. Not everyone will move forward and turn knowledge into skill by seeing the benefits. Some will be motivated by the "pain" they will experience by NOT turning knowledge into skill, by NOT going through the steps to the sale, by NOT getting what they want. If you can figure out how you, or your staff are motivated you will be way ahead of the game. Watch for our free online assessments in the near future to determine how you, and your staff, are motivated.
So how many steps are there? I think that is subjective. Some say 7, some say 10, some say 12, I'll teach 20. But there are more. The point is we need to stop selling on accident and start selling on purpose. If you have been in this business for any amount of time you know that the days of shooting fish in a barrel are over. Our post 911 boom has run its course and we have to go back to work. Unfortunately it has been, and is going to continue to be, a rude awakening for many. Many thought they were good salespeople or managers, but unfortunately are discovering that making good money consistently, in good times and not so good times, takes skill.
We haven't been holding ourselves accountable because...well... we didn't have to.
That's why you have to train. We all have been to training seminars where we get on the chairs, and the music is cranked up, and we are pumping our fists in the air. They're fun, but long term will never take the place of skill because motivation is not enough. Personally, I have found "motivational" seminars the most effective when we are already making money. It won't do a whole lot for anyone worried about their car payment because they know inside many times that motivation is not the problem. It is lack of knowledge or the application of what they already know. Knowledge and Skill combined, create confidence. Confident salespeople are deadly. Get back to basics. It is a buyer's market and many buyers know it. We need to be good sales people and managers. Training on the basics will improve the Belief level of most salespeople and have a positive effect. If you are a manager, it will get you out of the chair and remind you what your job is. Taking care of the sales staff.
If you are reading this, you have the ability to be the best. You just need to tap your potential. Consistent training increases sales. If you can't do it or don't know how, call us and we will do it for you, and show you how to better prepare to capture sales. You can look at the benefits of professional sales training and invest in yourself and your dealership, or look at what you are losing by not training. Pain or pleasure, you decide.
Waiting around for things to "get better" is a waste of your most valuable resource, time.
If you're a salesperson and want to improve, tell your manager you want training and make the commitment to them that you will use the tools they supply to improve your sales. And not regurgitated car sales training, but RV specific sales training. Nothing personal, car people are good because they are strong closers, but car people don't know the best way to do what you and I do everyday.
Managers, offer training to your salespeople. Many will not approach you for fear you will think less of them. I learned along time ago, (the easy way and the hard way), that great strength can come from submission.
Every dealership I have worked with that bit the bullet and made the investment, never regreted it.
If you're not making all the money you want in the RV business today, you may be looking in the wrong place. Next time, we will find and capture the lost sales in the RV business today. All salespeople and dealerships have many avenues to generate sales and income today. There is money lying in the streets of the RV business. I'll show you how to find it, then pick it up.
This storm will pass, I promise.
Now Go Sell Something!
Chuck Morgan
Need help now? Call our office today.
Toll free US & Canada 1-888-338-7355, M-F 9-5 PT
I'll share my nearly 18 years of on the job, RV Sales & Management experience with you.
COMING SOON NEW IMPROVED RVStatTracker
RVStatTracker is a Trademark of The Chuck Morgan Group
With opt-in email marketing and iContact, you can easily connect with your customers. iContact allows you to easily create, send, and track email newsletters, surveys, and RSS feeds. Your customers are important to you and securing a connection with them is fundamental for the growth of your business. [ Learn more ]
If you are not one of our in house dealers or have not directly signed up for this newsletter, use the Subscription link at the top right column, or below to continue to receive our newsletter. Your email address has been attained by legitimate means. This email is not Spam and is in accordance with all current laws. If you no longer wish to receive communication from us, use the Unsubscribe or other similar link below.
If you previously unsubscribed we apologize for the inconvienience.
This email is from The Chuck Morgan Group RV Sales & Management Training Company
|
