Managing Salespeople
in today's automotive environment

Auto retailing in 2011 is a fast-paced, constantly changing environment. Customers are more knowledgeable than ever, and they do extensive research before they arrive at the store.

“Access to information is so quick,” says Justina Davis, director of JM&A Group’s Performance Development Center. “There are consumers who know the incentives before the sales managers do.”

When they do arrive, they want specific information on their vehicle selections, and they’re likely to need help with getting financing for their purchase.

In this environment, sales associates need to be made responsible for their own personal marketing plans and generating their own prospects—and they need to be able to work with customers from multiple channels.

“The concept of dealerships who have salespeople who just take ups, who just take Internet leads, and who just take referrals is gone,” says Heather Haynes, the PDC’s training manager. “You need people who can do it all.”
Sales managers need to be strong coaches who can develop excellence in their associates, and personally help close deals.

“We need to be building deal makers, not order takers,” Davis says. There are so many nuances that are important now. Being able to put together a deal on someone with a 540 FICO is a lot different now than it was 18 months ago. We need people who understand credit markets, the vehicles, monthly payments and budgeting, and people who will go in and talk to the customer. They have to go out and show the sales people what to do.”

Hands-on training and leading by example is especially important with young sales associates in the millennial generation. Generation X sales people didn’t want anyone telling them how to do their jobs; Gen Y says, ‘Don’t give me an expectation unless you’re willing to train me,’ Davis notes.

“They have the desire to be entrepreneurial, but they want someone to show them how to do it, and they want reinforcement along the way,” she says. “They need a lot of love and that’s not necessarily a bad thing. They’re open to learning something new.” >>>

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