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You appreciate us. Thank you.
Believe it or not, you, the consumer, value salespeople. You appreciate us. Thank you.
Recent data from Maritz Research showed that more than half of the 25,000 individuals surveyed indicated that the salesperson was pivotal in their vehicle purchase. That?s a 70% increase from just two years ago. During the same time period reliance on the advice of family and friends reduced by 20%.
It was only a few years ago that some analysts had suggested that salespeople might become redundant due to the growth of the Internet. Not so. Dealerships, along with manufacturers, are focused on delivering customer satisfaction through a positive sales and service experience. Today?s sales professionals participate in a variety of training programs about their product and the sales process.
These training programs are offered in various formats: in-house at the dealership, product ride and drive events, and seminars offered by our manufacturers. Product videotapes (again, supplied by the manufacturer) are continually reviewed by sales consultants to keep them up to date on the latest products and services. Some manufacturers supply interactive training (which the dealer pays for) by satellite to our dealerships.
Today?s new vehicles have more features, are technically more advanced and require an informed salesperson to demonstrate these options and their benefits ? features such as advanced traction systems, navigational systems and safety enhancements, to name but a few.
Your sales professional will assist you in matching your needs and wants with the features and benefits of your vehicle of choice. They?ll explain all the available manufacturer(s) incentives, and they?ll be prepared to compare the benefits of a lease versus a purchase. They?ll make every effort to ensure that your purchase experience is a positive one.
Today, salespeople are required to complete a comprehensive training course (administered through the Canadian Automotive Institute at Georgian College, Barrie, Ontario), and they must pass a mandatory exam required by OMVIC (Ontario Motor Vehicle Industry Council), which is the governing body of all automotive dealers. Only after successful completion of the course are they licensed to sell motor vehicles in Ontario.
There are over 20,000 licensed salespersons in Ontario. Salespersons must conduct business in accordance with the law, and with honesty and integrity.
When one registers for a sales license in Ontario, a full background check is completed. Furthermore, their license is valid for only a two-year period, and renewals are conditional upon maintaining certain standards.
Sales consultants take pride in their chosen profession. In order to be of service to their customers, they work long hours, including several evenings each week and almost every Saturday. They also take pride in the awards and recognition received from their manufacturers for sales volume, customer satisfaction and tenure.
Everyone values his or her time. The fact that a salesperson?s income is determined by whether or not you buy a vehicle from him or her, motivates that salesperson to gain your trust and confidence.
A respected reputation is critical in our business. So are referrals. Therefore, building relationships with our customers is the key to being a successful sales consultant.
Many sales consultants also take part in social and community events ? some on behalf of their dealership. There is no separating their business reputation from their personal reputation in the community. If one suffers, so would the other.
Our sales consultants represent our dealerships. Their reputation is our reputation, just as our dealerships, in the eyes of our customers, represent the manufacturers.
Bottom line: The success of most car dealers rests on word-of-mouth. Your word. Until next week, remember, YOU are in the driver?s seat.
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