There has almost certainly never been a more unusual time to sell a car. The global chip shortage means more new cars are being ordered again, while the stimulating effect of increased demand for used cars means it’s difficult to source. suitable goods. And then there was Covid, which forced the car business, like many other industries, into the digital age faster than anyone really expected. So who would envy a car dealership right now?
We wanted to approach the industry from the other side of the desk, to discover the star qualities it takes to be a great new car sales executive in 2022. Not only that, we also wants to see how the challenges facing the industry – both pre-pandemic and facing renewed competition from online-only retailers – have encouraged changes and improvements to the traditional business model . And perhaps most importantly: can newbies like us drink that all-important cup of decent tea?
On a Monday last month, we visited SMC Motor Group to find out. Its three main locations include Hampshire and Surrey, with brands including Renault and Daciabut we went to its Woking website, a JUST SIT and Cupra Franchising.
SEAT’s strong network of 101 agents in the UK is the perfect place to gather tips. In our 2021 Driver Power satisfaction survey, the group was rated fifth most impressive out of the 21 manufacturers mentioned, while
the sales team was placed second overall; sales people only Porsches was rated higher by readers.
SMC is quite small compared to some of the major franchise networks. There are only three sales executives on this site, led by SEAT/Cupra brand manager Martin Lang. “I ended up buying a car here,” he told us, “and next thing you know, I trained as a salesperson. 18 years later, I’m still here! With all his experience in the business world, Martin is the ideal person to talk to us about the basics – like how does a typical Monday morning start?
The first order of the day is from admin. Weekends are the busiest time of the day, so the team talks to a lot of customers. Some will test drive a car, some will leave to mull over the numbers, others may not have committed to anything yet and it would be helpful to determine if they are serious. So, the date to start tracking leads. In the past, much of this would be done over the phone, but a less confrontational approach – E-mail – has become a key point of contact.
Whether a customer is visiting for the first time or one of these prospects has returned, an important skill that proves to be expertise is expertise. “The first thing we needed to know was ‘is this car right for the customer’s life? “. “That used to be easy when it came to fuel. You would ask customers how many miles a year they drive; if it’s over 15,000 we will suggest a diesel engine, below 10,000 they should use petrol. ”
Mileage is still a factor, but with the growing popularity of plug-in hybrids and all-electric vehicles, there are too many questions to ask to make sure customers get the right vehicle. “Now we need to ask, ‘How long are most of your journeys? Do you have a driveway or a place to plug in at home or work? ‘ And people who used to travel 20,000 miles per hour work from home, so we needed to check with customers to see if they considered that their needs might be different than they were a few years ago. ”
And all of this needs to be done without leaving potential buyers feeling like they’ve just gone through an interrogation; Plus, as Adam Medlock, SEAT sales controller explains, too much jargon can be confusing if you’re not sure what you’re looking for.
“I prefer talking to customers in the car than at my desk,” he says. “It’s less formal, and I can show them the car’s features rather than just talking about them.”
Adam then walks us through the sales process, which has become a bit more fluid – even in the six years he’s been in the industry. “In the past there would have been a lot of engagement, while now people can do their research online and often have a better idea of what they want when they go to the dealership.”
One thing the industry found that didn’t work well was a bit of self-aggrandizement — a method Adam tried to avoid altogether: “It’s important to take a soft approach, which is what the industry used to do. Our industry can’t do it. he say. That means giving customers all the information they need and the time it takes to process it. As with any method, it won’t guarantee a sale, but it also won’t completely disappoint.
Another part of the work that has evolved recently is staying in touch with people who have ordered and are sitting on the waiting list. The last few years have been fraught with roadblocks – most recently a semiconductor shortage, meaning buyers are waiting for their vehicle longer than ever. Getting those customers to update their progress – or reassure them that they’re not forgotten – has become a prominent part of the buying process.
As with most industries, Covid The pandemic has profoundly affected the way the motor trade industry operates. Initially, this approach was quite conventional. “Literally, we chatted through the windows with customers to keep social distance!” Martin said. However, the more complicated steps, like click and collect referrals, home delivery and – due to the fact that no test drives are allowed – 14-day return policies, are all taken care of. show up quickly. Martin continued: “The industry has moved towards digitization. “We tested the water using these methods. But then we had to rush in with both feet.”
In the end, however, Martin and his team believe the changes are positive. “It’s a long-term good thing,” he told us. “The change has brought down what had been six or seven years of growth in the industry down to just two.”
It also helps to deal with online opponents. “If someone wants to move quickly, we can do that, and do things with minimal interaction. But at the same time, if customers need to learn more or contact us
directly, we can still do it. “That key difference is something that web-only retailers cannot easily offer.
So we went for a day, and were shown the ropes. What hope do we have of becoming a salesperson?
Martin says two basic skills are needed: “First, how quickly can you understand the customer?
How soon can you understand their needs? The second is understanding the product. If you can do one, but not the other, it doesn’t help. We’re lucky with the brands we have, because they’re a really good product. SEAT is great and Cupra is a really fun place. ”
So obviously having a great product to sell and having a passion for the brand are key strengths, but there’s also a more fundamental personality trait to possess.
“Of all the sales executives I have worked with over the years,” adds Martin, “the only thing between them is this: they can all handle rejection well. The best sales executives will sell to one in three customers and one in five on average, meaning even the best will be told ‘no’ twice as often as when they’re not. be said ‘yes’. “
So above all, resilience is needed; understand that a slow day or week may be beyond the control of the sales team. Perhaps that is why the industry has managed to adapt to the changes of the past two years so quickly.
What about the tea we made? Well, it sounds appetizing, so we’re still hopeful.
Payment procedures everything you need to know about PCP (personal contract purchase) here…
