What Dealership Should You Be Working For?
Since the release of my book, From Zero to Hero, How to Master the Art of Selling Cars I have received many emails from the readers of it complimenting me on it's content. However there is one question that I have received from people that are preparing to enter the profession of car sales multiple times. That question is, “How do I know what car dealership to work for?”
The answer to this question is harder for me to answer accurately then it was to write my book. Why? Because there are to many factors that go into what makes a good fit between a salesperson and the dealership they work for and even more factors that will determine how much money you will make at the dealership you choose. Factors like, what product is most popular in your area? What type of reputation does that dealer have in your area? Do they advertise effectively? How is their management staff? How is their used car inventory? How aggressive is their pay plan?
Additionally there are factors surrounding your choice of potential employers that may not be as obvious as the ones stated above. For instance, do you like to work in a smaller, family owned type of business that may not offer you as much opportunity for advancement? The type of place where you will feel like you are part of the family or would you rather be employed by a large corporate store that may present you with a greater opportunity to advance yet they only view you by your performance and see you as nothing more than the numbers you generate? The choice is yours, everyone is different and everyone has a level of comfort that they must feel in order to be successful in the dealership that they work at.
Regardless of these questions and the possible answers to them the one question that you must put at the top of your list when you are considering a place of employment is, “What inspires me?” That's right. What type of cars do you like? What do you believe in? Did you grow up in a family that drives nothing but Fords and have been raised with a passion for them? Have you been surrounded by Toyotas and truly believe that they are the most reliable vehicle ever built? Or do you love highline vehicles such as Mercedes and Acura's because of the prestige that accompanies these nameplates?
Whatever the case may be many of the people that write to me start of by telling me that their interest in the car business began with their passion for automobiles and this passion is the most powerful tool a salesperson can possess. Passion creates enthusiasm and enthusiasm is rooted in ones inspiration. As a salesperson your job is to inspire the people that you come in contact with. To inspire them to a point where they are willing to make one of the largest purchasing decisions in their life. If the product you are selling inspires you then you will have a better chance of inspiring the people that you come in contact with and as a result you will sell more cars. After all when people meet someone that is so enthusiastic about a product as you will be then they will feel that you have something that they want to be a part of. And the only way for them to be a part of what you have to offer is to buy one.
So in regards to all of the questions that I raised about the dealership you choose to work at in the beginning of this article nothing is more important than choosing to sell a product that you truly believe in. After all if you work in a big dealership, with a lot of opportunity, that has a great inventory, tons of advertising, an excellent management staff and an even better pay plan but you are not enthusiastic about the product you are selling you will find yourself standing on the lot with your hands in your pocket watching a potential customer walk around your inventory. You won't be inspired to sell you will just be hoping that they decide to buy from you.
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Jeffrey F. Knott is the Author of From Zero to Hero, How to Master the Art of Selling Cars and can be reached by email: Jeff@Showroomtoday.com |
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