If we are sitting in our showroom, waiting for the “Up Bus”, we aren’t being very professional at our chosen vocation.
A professional sales person is always looking for a person to sell a car to and an unique way to get a hold of that person. They aren’t hoping for a customer, they are working for one.
When I was a new sales person, I had been selling cars for about 4 months and I decided that I wasn’t going to achieve my professional, personal or financial goals relying on the dealers advertising only. I knew that I needed to get out and find prospects of my own. This is the exercise that I did (click the link below for your own copy):
This was my first exercise to determine who I had to prospect, and I’ll be honest, it resulted in me spending a little money. My whole family has attended the same small private school here in the area of Dallas/Ft. Worth where I live, Dallas Christian. That school has a great athletic program and our football team, the Chargers, were in the state playoffs for football that year. I had 2 nephews on that team and a niece who was the head cheerleader. I bought 2000 of those little plastic footballs; on one side it said, “Go Chargers!” and on the other side it had my dealership’s logo and my name and cell number. Every time we scored a touchdown during the playoffs, the cheerleaders would run up and down the sidelines and throw these ball up into the stands. The fans would jump up and down and hold up their hands screaming for a football. If I remember correctly, the footballs cost me about $460. It was an investment that paid off, which if it hadn’t my wife would have killed me because I was just a poor car salesman. I probably sold 1-2 cars per month to parents at that school over the course of my career. Last December 2010, not even working in a dealership, I sold 9.
The next thing that I did was to put a 5’x8′ sign on the outfield fence of our baseball field. That field was used by our high school for 3-4 months during the Spring and we rented it out to a local baseball league during the Summer, so there were always plenty of eyes on it. That sign cost me $600 the first year and $300 per year after that to renew and keep it up there. Once again, hard to quantify but I always knew that I was going to sell 1-2 cars per month to parents or their friends that those parents would refer to me. Now, before I take a fresh “Up” in a month, I had 3-4 cars out.
What are you doing right now to sell a car? Does everyone that you know, know what you do for a living? Have you called all your family and friends in the past several weeks and asked for a referral? Are you ‘hoping” for success, or are you “working” for it?
Get to work! Stay green!
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