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JUNE 2013



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Who Owns the Leads at Your Dealership...... you do!
Remember your Salespeople are obligated to perform or lose the sales lead!
by Bob Licari, Devlex Int'l

A successful dealership has an obligation to its salespeople as well as to itself, to promote and advertise the products and/or services of that dealership. An experienced dealer knows that a percentage of your bottom line profit must be reinvested into growing the business. This marketing formula also creates the dealerships "Brand" recognition that in turn generates sales. This is not an overnight process and requires dedication and perseverance. With that said, the fruit of your advertising and marketing labor are "Quality Leads" that turn into sales. A qualified lead passed onto a deserving salesperson (after all, it is a gift!) must have action taken in an accountable and timely manner.

Too many salespeople try to get by with minimal effort on their part. Let's look at the salespeople who are self-motivated and disciplined to make each day productive. These professionals seek out business wherever they may find it. They use their creative tactics to develop resources to improve and perfect their selling and closing techniques. They are self-starters, and always are the "producers". These professional salespeople are sometimes shadowed by the often obnoxious order takers who may appear as capable, but always show their true colors in time. Dealership owners and managers should look at the qualified leads they produce as a bonus to deserving sales people.

A very important part of the sales manger's role is to ensure all leads are cultivated to their potential by the sales force. The sales representative should be required to provide accountability for that lead. Reasonable sales cycles should be considered when making a determination that the sales rep has made every effort to create business from that sales lead. Documented visits and phone call follow-ups should support the activity. "Yeah I already called them, and they aren't interested" doesn't cut it, not in a professional organization. If you do not enforce your procedures and monitor the actions taken after the lead has been assigned, you are doing an injustice to the dealership. When a salesperson has not reported and taken action to turn the lead into a sale then the dealership has the right to recall the lead and reassign it to another.

An important thing to look at is that there are times when you will need to decide if the sales rep is not a successful match to the prospect. In cases like this reassigning the lead may be the only option to procure a sale. Situations will exist that justify shared compensation between sales people, be fair but strong in the protection of your sales leads. Why? They're like money-in-the-bank and as important.....Sales Leads + Good Sales Activities Grow Your Dealership.

LicariBob has served the Mailing, Fulfillment and Packaging Industries for over 35 years. He can be reached at: boblicari@devlexintl.com.

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