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Sales managers keep dealerships running - Dec. 15, 07
When you make an offer on a new car, the salesperson will present it to the new-car sales manager, who will then review it and provide feedback to the salesperson about how to proceed with the deal.
The new-car sales manager is involved in every stage of the buying process, yet you may never lay eyes on him or her from the moment you walk into a dealership until the time you complete a deal.
Do new-car sales managers ever deal directly with customers? It depends on the dealership.
Sometimes a lengthy negotiation will require the direct involvement of an experienced sales manager.
Some managers will make a point of meeting customers to say hello or to discuss an aspect of the deal.
They are key members of the management team at a dealership. His or her role typically falls into three separate areas: inventory management, overseeing salespeople and customer service.
Let's take the people side first.
The new-car sales manager is responsible for hiring, training, motivating and monitoring the performance of all new-car salespeople. This requires special skills and it's an ongoing part of the job.
Sales reps constantly need to be updated about new models, financial incentives and marketing initiatives. A manager conveys this information to staffers through sales meetings, memos and product training seminars.
New-car sales managers also communicate with other managers at the dealership (general sales manager, fixed operations manager, used-car manager), manufacturers (when ordering new vehicles) and other dealers (when conducting dealer trades).
The second aspect of this role involves managing the new-vehicle inventory to ensure that proper levels are maintained at all times.
Carrying too many vehicles will pose logistical and financial challenges for the dealership.
Conversely, having too few vehicles will create challenges of a different sort: dealerships don't want their lots looking depleted.
A new-car manager must know how many vehicles are arriving each week from the manufacturer, and how many vehicles are expected to sell each month. This is not an exact science; rather, it's part skill and part instinct.
All vehicles must be accounted for and safeguarded at all times, and they must be kept in immaculate condition, with maximum curb appeal. Customers expect to see clean, professionally displayed autos.
Marketing is another job requirement that falls under "inventory."
New-car sales managers must establish budgets for promoting their cars and determine effective strategies for selling them.
Some use TV, radio, newspapers, flyers or direct mail ? or a combination of any or all of these.
Marketing and advertising are important aspects in selling cars, and new-car sales managers must use their funds and resources wisely to connect with today's savvy car buyers.
Besides excellent people and communication skills, this job demands a strong sense of organization.
Every day, hundreds of critical decisions must be made to keep the department running smoothly.
Thirdly, a new-car sales manager is responsible for aiding customers at any point in the sales process (during the negotiations, at the time of delivery or after the sale). He or she must also see to it that customer orders are filled in a timely fashion.
Most new-car sales managers have had some experience selling cars at the retail level. This gives them a unique perspective in achieving the goals of the dealership and keeping customers happy.
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