Sales Training Southampton & Portsmouth – There is an Audi car dealership that definitely needs it!
Sales Training Southampton & Portsmouth – There is an Audi car dealership that definitely needs it!
One of the worst experiences at the hands of a so called professional sales person happened recently in a Portsmouth car dealership. See if you think they need sales training
“Can I help you sir?” Dave asked (name changed to protect the not so innocent)
I explained that I was just looking at the new Audi as I may be changing in anything up to 6 months and was interested in the new range. I was stood admiring one of the new range at the time.
“Come over to the desk Sir” as he led me to the far corner of the dealership where he proceeded to look straight into his computer. He made no eye contact with me at all as he asked “name, postcode, telephone number, email address”. Dave was so concerned with getting my details so that he could put me on the database that he made no effort to build rapport, ask me any questions and the worst sin of all – he took me away from the product. A product that I liked the look of, the more time I was examining it.
What happened next was comical for me but bad news for the car dealership owners. Dave went straight into a sales pitch that went something like this:
“Well I have great news for you. We don’t need to, you understand, because we have sold our quota this year but we are running some amazing deals if you are prepared to commit to buying something today.”
I inwardly chuckled. I had told Dave no more than 5 minutes ago that I was looking to change in about 6 months time and here he was, without doing anything to earn the right, he was running an old school sales tactic by me to close me down. Whats more he had not taken the time or interest to ask me any questions, match the car to my lifestyle or my needs, wants and likes. He had made zero effort to increase the urgency to buy now.
Dave explained that they were having a push for sales and if I was prepared to give him a commitment that day then there were some amazing, unbeatable offers available. Again I chuckled inwardly. I asked Dave what the offers were and he replied with:
“The thing is, I need to go and see my sales manager and he is a bit of a bulldog. I need you to do something for me and give me as much commitment to me as you can so I can get you the best deal from him”
I politely thanked Dave and explained that only 5 minutes ago I had told him that I was just looking, my buying cycle was planned to be around 6 months and that the little gold band on my left hand absolutely meant that I don’t decide to spend £32,000 on the spot!. However, if he would just give me the price of this absolutely fantastic offer that was too good to be true then I could be on my way and start to think about it. If it was too good an offer I would be back within the week. If it wasn’t I would keep in touch and would potentially buy from them in 6 months time.
Dave couldn’t find his manager to get the prices so he did the first and only smart thing he had done all day. He took me out for a test drive. All the way during the test drive Dave was telling me “I really want to sell you a car today”. He didn’t have to tell me, it was clear from every single thing he did. He had no real interest in what I wanted.
At one point Dave asked me what I did to which I replied “I run a sales training company in West Sussex ” . He smiled a big grin and said “I have done well, haven’t I? You only came in for 5 minutes and I have managed to keep you around for about twenty.”
I was beginning to feel sorry for Dave because the more time I spent with him the less likely it was that I would buy the car from him. The car was selling itself and I am more than aware that I can source it from hundreds of different sources via the internet. Local businesses have to understand that they have to put a huge effort into developing long term relationships. Would I recommend this dealership to anyone – plainly not!
It’s not all Dave’s fault though. He has probably never had any decent sales training that would show him the error of his ways. I am not taking all responsibility away from Dave. Any self respecting sales professional must understand that they are responsible for their own development. I am willing to wager that Dave has not read many sales books, does not listen to many sales programs as he drives to work in his company Audi. And what about the good old fashion skills of people reading, body language and behavioural flexibility?
We got back from the test drive and I was convinced about the car but far from convinced about the car salesman. The whole experience turned from comical to annoying and frustrating when we got back to the Audi dealership.
Dave – “ So what do I have to do to make you buy a car today?”
Me – “Just give me the unbelievable, fantastic, can’t be beaten price and let m go away and think about it. If it is so unbelievable then I will be back soon.”
Dave – “No you don’t understand. You have to give me some commitment so that I can go and argue with my boss that you are proper punter and not just a time waster.”
Me – “No Dave, that’s not how it works. I came in for a brochure as I was going to buy in about 6 months. You said you have a deal that’s too good to be true. Give me that price so I can go!”
This went on for about 5 minutes at which point I got up to go. Dave said that as I would not give him any commitment then the price would be the sticker price with no discount. By this time I couldn’t care.
I have had a few emails from Dave since. He is obviously oblivious to the fact that he enraged me towards the end with his terrible attempts at selling me a car and increasing the urgency of the ‘deal’. It is unlikely that me or anyone I know will ever buy a car from that dealership.
I bet Dave was chatting to his Sales Manger a few days later when they got to my name in his sales prospects list. “Oh, him. He was just a tyre kicker!”
Dave and his Portsmouth/Southampton dealership could really do with some decent sales training .
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An excellent and amazingly true to life tale!
I have been a (somewhat successful)Motor Trade Sales Trainer for the last eight years, following some fiftenn years in Sales & Sales Management before that and have always remained resolutely commited to doing the job correctly.
The problem is, there really is no solid commitment to ‘doing it right’ from the top (Directors, GM’s, Sales Managers) down, as the pressure is always on for units and profit. Training is ALWAYS regarded as a cost rather than a benefit (particularly in the Service Departments) and it is disappointing to see your best efforts (at changing the scenarios so accurately described above)frittered away.
None of this is helped by the fact that almost all of the manufacturers now impose compulsory training on the dealers at exhorbitant rates, most of which is delivered by trainers with little or no real industry experience. I once encountered this on a ‘train the trainer’ course at a major maufacturers training hq. On being told that my style had been observed as being maybe a little too assertive, I explained that, faced with a room full of hardened used car salespeople, one needed to establish some control. The reply (from the trainer employed by the manufacturer) was; “oh, I wouldn’t know.. my background is in catering..”
It waa at this point I began to seriously wonder.. maybe the lunatis really HAVE taken over the asylum…
A rather enlightening article!
It seems that the car salesperson Dave didn’t quite know what he was doing. But was it his fault or was it the fault of the Audi car dealership?
I think that the dealership should take the brunt of the blame. Many dealerships don’t put an emphasis on sales training.
Here’s what Dave should have done:
1) He should have asked you some general questions to pinpoint the ideal car for you.
2) Upon locating the car, he should have talked about the car’s assets to provide the “sizzle.”
3) Then he should have convinced you to test drive the car while the radio plays mellow music in the background. Why the music? Music puts people in a good mood. And good mood becomes associated with the car.
4) Then he should have convinced you to come sit at his desk to discuss today’s special discount on the car.
That’s how you sell a car!
you would probably find if you asked “dave” why he wanted your details it was that he is told he has to get the details of every person who walks through the showroom door. he probably would have prefered to chat and make friends but his manager would have bollocked him for talking to you without getting your details. too many times salespeople are blamed for the requirements of the manufacturer. we have to protect ourselves from “mystery shoppers” that have no idea about the motor industry and only want us to lose our jobs. fact.
There are legions of badly trained “salespeople” out there. Those of us in the sales training industry will always be employable!