Natural talent and abilities can only take you so far. All one has to do is look at some of the most elite athletes in sports. Talent can take some of them to all-star status. Hard work and additional effort, day in and day out, can then make an all-star into an all-pro or shape them into a legendary-and-elite player bound for their sports hall of fame.
Similarly, some people were born for sales and have a knack for working with customers and closing deals. While others are fueled by their internal desire to succeed and continually feed that fire with continued learning and training, ultimately becoming the best of the best. Still others strive to excel and enjoy sales, but just need more structure and guidance to improve their game.
Whether you view sales as an art or a science – one complete with technical how-to steps – or a combination of both, it’s wise to understand that your unique personality and personal magic will only take you so far. It’s better to have an established process that your whole team can use to improve in every aspect of the sales. Ideally you want to install and follow a sales process that gives your team (from newcomers to old hats) the confidence and correct blueprint for winning in sales.
You may argue that you don’t need a sales process, saying that it allows your sales team to operate unrestricted and free. However, the process unites them and your brand’s approach to customized selling and providing an exceptional customer experience.
Here are five benefits of installing a sales process at your dealership that were shared by educator Jim Million and the MRAA’s Bob McCann in their MRAATraining.com course “Fill the Gaps in Your Sales Process.”
- Consistent experience for customers: Of course you have a designated sales person or team, but the fact that you’re providing each customer with a unique purchasing experience means that everyone who comes in contact with them is sort of selling your brand, the products and your services. It’s vital to let your sales pros utilize their exceptional skills in selling, but let everyone know the process to keep them on the same page and have a united front.
- Enhance your employees’ experience: A sales process creates accountability for all involved and eliminates guesswork and blindly tossing darts, hoping something sticks. People desire to know what is expected of them and having a roadmap of sorts on what to do and how to do it is immensely helpful.
- Helps onboard new hires: An extension of No. 2, implementing a proven sales process helps to onboard, train and guide your new hires. Would you rather your sales team be playing together as a symphony or let your newest talent wander around hoping they play the correct note at the right time? Remember, a process supplies guidance and order and reduced frustration.
- Coaching culture: Does an NFL head coach provide instructions for every player on the team? No! There’s a literal team within a team designated to coach every specialty area on the field. (O-line coach, D-line coach, special teams, QB coach, etc.). They also have one playbook, which is much like you having numerous sales positions and one sales process. Rather than having your GM and sales manager attempt to coach to several different sales processes, they coach to one proven system to improve your mentoring.
- Tracks to run on: Trains follow tracks. Slot cars lock into their groove on the track. By providing your team with tracks (a process and steps), you help them maintain their focus and use their unique abilities within your system. They aren’t running free or derailed by not knowing what to do or how to handle a certain step or situation. And, like a train, your team can stay on course together to your desired destination.
To address that initial question about the need for a sales process again. The answer is that installing and FOLLOWING a sales process benefits everyone in sales, your dealership as a whole and your customers.
Want more from Bob and Jim? MRAA Members can revisit this evergreen sales course, “Fill the Gaps in Your Sales Process,” at MRAATraining.com. They will help you identify your dealership’s gaps and B.R.I.D.G.E. them using Bob’s unique sales process approach. You’ll gain the tools to offer a consistently outstanding customer experience that fits your prospects, customers and culture.
Take the Next Step – Certification!
Standardized processes is a huge component within the MRAA Certified Dealership program. The intention of Sales Process requirement of The Marine Industry Certified Dealership program includes a Sales Process requirement to assure that your entire team is properly taking care of all customers throughout the sales journey. It help you establish your dealership’s unique process and track it to fill any holes that are causing inefficiencies or less-than-ideal customer experiences. Explore Dealership Certification!
