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Digital Directory
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SEPTEMBER 2013



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A Message For Sales Managers . . . .
Does your Sales Force consist of Order Takers? Position your sales team properly to bring more profits to your Dealership by Bob Licari, Devlex Int'l

As a guy who's had to sell for a living and who has owned a dealership, I can appreciate what you may be going through in your struggle to improve sales performance and increase profits for your dealership.

Here are some ideas to consider. When you walk into your dealership, take a curbside-view and tell yourself… what do I see? A well decorated office and showroom? That's important. But what about your sales team and CSRs? Are they playing the right part in your dealership? Are they in constant search to find qualified prospects? I call that "The Hunt". And, are they doing all they can to convert those prospects into a customer? I call that… "The Seduction". And last but not least; are they really using every talent they have to create the resulting sale? I call that… "The Kill". Making the sale is an "art" when the process is executed properly.

Unfortunately, when the entire sale process and sales cycle needs the sales person's control is when too many of them fall short. I don't need to tell you that a professional salesperson must wear many hats to accomplish the overall sale. Let's talk for a moment about the salesperson who has talents, but lacks what he/she needs to close more sales. You can see they're trying, but just don't have the overall ability in creating new business.

Try redirecting this person to an area of their strength in the Dealership. Encourage them and place them where their skills can be utilized. Is their niche in your internet department or calling existing customers to sell them supply products they may not be buying from your company?

Let's move to another segment of professionals of your dealership: The "Skilled Order Takers", professionals in their own right usually have smooth speaking skills, they are organized, do efficient follow-through, they have product knowledge, they use good closing techniques, much the same as a salesperson. However order takers are just missing a few elements that are essential for a successful salesperson who must create the sale from start to finish.

To conclude, let's go back to the hiring process. When hiring in the future, give consideration to what I've shared with you. Remember…. look for the subtle differences in the prospective individual. Will he/she fit in sales -or- should they first work in inside sales -or- …… I think you get my point. Everyone in the sales team has a role to play. It's your job as a owner / manager to utilize dealership employees to their best potential to satisfy the total needs of the company.

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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