“I’m trying to implement improvements to my selling system,” a dealer that I was coaching told me, “But I’m getting resistance from some members of my sales team. How can I get them onboard?”
A lot of dealers can relate to this question. I get it most often when I’m helping dealers implement a more effective selling system. If you want to maximize your sales team’s success and get the greatest buy-in for your sales system, you’ve got to have three things in place: 1) the tools to succeed, 2) training on how to use the tools, and 3) accountability.
Tools to Succeed
Have you ever told a salesperson that you need them to close more sales, or that they need to quote higher margins? And have you ever been frustrated because no matter how many times you tell them, they never seem to improve much? If so, it’s likely because you’re giving them an outcome you want, but you’re not giving them the tools to achieve the result. That’s like telling someone you want them to drive a nail into a two-by-four, but neglecting to provide them with a hammer.
If you want your team to close more sales and command higher margins you’ve got to give them the right tool. In this case, that means providing them with a selling system that positions them as trusted advisors, creates differentiation, eliminates price resistance, and leads prospects on a logical, step-by-step process from shopper to buyer.
I’ve helped hundreds of dealers implement this kind of system. Here are some tips to help you do the same.
First, write out your sales system using bullet points. If it’s not written down, it’s not a system.
Second, what happens in the first 60 seconds after a prospect walks in is critical, so carefully script this out.
Third, develop a list of questions to ask prospects.
Fourth, build in differentiators and trust builders that are done every time, like using testimonials, offering walk-ins a beverage menu, wearing shoe covers in the home, inspecting her vacuum, etc. (If you need help developing this process in your flooring store, email me.)
Training to Use the Tools
It’s not enough to have the tools in place; you’ve got to train your team on how to use them. I’ve worked with dealers who merely handed their team a sales form with a list of questions, but didn’t train them on scripts, processes, etc. They then wondered why their “system” didn’t work. Training is key.
Accountability
Raising teenagers taught me that it’s not what’s expected, it’s what’s inspected. That is good advice for salespeople, too. You’ve got to hold your team accountable to not only use the tools but to use them correctly. Accountability also includes recognizing and rewarding your team as they implement and succeed. I provide dealers with a turn-key sales process, and I teach them to publicly reward salespeople with a dinner gift card the first time they use it on a customer. Reward and recognize the behavior you want.
All three of these—tools, training and accountability—can be accomplished with a one-hour weekly sales training. During these training sessions, you can role-play by having a salesperson play the customer and another “sell” to them. You can troubleshoot, cover different selling scenarios, reward and recognize their successes, and host contests.
That may seem like a lot of work but consider the payoff. Let’s say your average ticket is $3,500, and you have four salespeople. By implementing a system like this, each team member should be able to close one extra sale each week. Figuring conservatively, that equals an additional $14,000 per week or $728,000 per year without spending another dime on marketing. That makes your sales training easily the most profitable hour of your week.
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!