Revisiting Selling Basics

It’s evident through dealership conversation and feedback that many sales teams could use a refresher course on sales tactics. Many dealers have mentioned the need for training or revisiting selling basics and strategies to help their sales teams chip off the rust and add polish so they can become more effective and achieve better results.

Revisiting sales basics and strategies for dealerships
February 2024 MRAA Spotlight

The term sales basics showed up often while we were compiling information for the MRAA Spotlight page “Sales Strategies to Boost Your Closing Ratios” and a recent blog “Dealership Tactics to Improve Close Ratios.” You’re not alone if your sales team struggles to transition from order-taking back to traditional sales basics.

Sales basics refer to the foundational elements of the sales process (Watch this five-course package). Along with analyzing your current sales methods, these are critical skills that any sales team should possess to master sales and gain success.  

In the course “Fill the Gaps in Your Dealership’s Sales Process,” educators Jim Million and Bob McCann emphasize being positive, setting high expectations and having advanced preparation. You can hone the sales process by researching prospects, knowing the decision-maker and understanding the buyer type. Your team can then develop effective communication strategies for each prospective buyer. Bob and Jim advocate for product knowledge, rapid response to customer questions and projecting positivity and confidence. You are more effective when you invest the time to study, learn, practice and gain insight into your prospects and customers.

Let’s explore some of these core principles:

  1. Prospecting: Identify and qualify those leads who have shown interest in your products or services. [Get lead management tips here.]
  2. Building Rapport: Connect with potential customers by finding common ground and creating a sense of trust and understanding.
  3. Needs Assessment: Asking the right questions to understand customer needs, desires and pain points. This crucial step helps you tailor your approach for each customer, offering them a unique experience.
  4. Presentation: Showcasing your products or services to match your customer’s needs, highlighting the benefits and value proposition.
  5. Handling Objections: Listening intently to customer concerns or objections so you can address them effectively. Listen more than you speak to provide clear, persuasive responses. [Get better at listening here.]
  6. Closing: Know when and how to ask for the sale using the information you’ve gathered throughout the sales process. Be ready to make a compelling case for why the customer should buy now.
  7. Follow-Up: Enrich the ownership experience with post-sale follow-up to ensure their satisfaction, address any issues or question and maintain the relationship for future sales opportunities.

Revisiting Selling Basics & Fundamentals
Getting back to fundamentals works in sales as it does in sports. If a baseball hitter struggles with his swing, he works with a hitting coach and trains with a batting tee to get back on track mentally and physically. Similarly, sales pros can work together by role-playing, practicing customer scenarios and providing helpful feedback to improve training and process.

By refining your approach based on desired sales outcomes, customer feedback and demands for a superior experience, your sales team can enhance their effectiveness and boost closing ratios.

3 Courses:

Dealer Week Online Course:

[AIMIE, MRAA’s AI for Marine Industry Education and content delivery system, was used as a resource in the production of this content. Learn more.]