The article “What is your Sales Manager’s Deal?” that you wrote, really hit home for me. I am utilizing it as a basis for annual review for our Sales Managers. I have one question about something you mentioned in the article. What do you see as the difference between what you term “Crash TOs” and “Closing?” I’ve always considered TOs and closing to be the same, so I am interested in how you define the differences.
General Manager – Chrysler Dodge Jeep Ram dealership
Thank you so much for taking the time to read my blog. (Not sure if you read it on our website or in Dealer Magazine, but nonetheless, I appreciate you taking the time to check it out.) I’d be happy to speak to you on the phone in more detail, if you like, but I’ll do my best to answer your question regarding “crashing TO’s” and “closing”.
In my opinion, closing is an action and crashing turnovers is a process. “Closing” is more related to the art of uncovering and overcoming objections to solidify a price or condition agreement with a customer. “Crashing turnovers” involves management inserting themselves into the customer’s sales experience throughout their time in the store. I believe, as dealers, we need to get out of the mindset that a “turnover” happens only one time during the customer’s visit to the store.
Management needs to be introducing themselves during the meet and greet, again prior to the test drive, again when the customer returns from the test drive, again during the trade appraisal process, and again when numbers are discussed. There should never be more than one initial pencil that the salesperson themselves give to the customers, before the sales managers get up and take over communication/closing. If they do that, they’ve already built a rapport with the customer when it is time to talk about the ever-dreaded “numbers”.
Once again, managers should never rely on salespeople (who are usually less seasoned or gifted than managers at the art of negotiation) to handle all of the closing. Instead, managers should insert themselves into the process many times, and quickly, before the salesperson begins losing ground in the transaction. I hope this answers your question, but again, I’d be happy to discuss this with you on the phone if you like.