Why Enforcement Matters
Many dealerships across the country confidently assert they have a sales process. However, a more critical question is, "Do all of your team members follow the sales process?" The answer to this is often a resounding no.
If a sales process is not enforced, can it truly be called a sales process? And if it is not enforced, is it worth having one in the first place?
The answer is unequivocally yes.
The key principle that applies universally in life and business is this: you cannot control personalities, but you can control the process. Consider a person who prefers to walk around barefoot, while you prefer to wear socks or shoes. You cannot control their preference, but if they are in your house, you can enforce the rule that socks or shoes are required. Similarly, in a dealership, as a Dealer Principal, General Manager, or Sales Manager, you set the rules and ensure the sales staff follows them.
Creating a Unified Customer Experience
Having a well-defined process that everyone adheres to creates a unified message for all customers. This consistency allows you to seamlessly substitute one salesperson for another without disrupting the customer experience. For example, if a salesperson is fetching the keys for a test drive, another should be able to step in and know the walkaround is the next step in the process. Deviations from the process will happen, but the goal is to guide the team back on track.
Imagine a trail ride where the horses stray in different directions. You may still reach your destination, but it's more efficient to pull the reins and get them back on course. Customers may have their own ideas about how a deal should go, but it's up to the salesperson to steer them back to the established process to maximize efficiency.
Maintaining Linear Process Flow
Even in cases where a consumer deviates from the beaten path, the order in which the process is completed is linear. For instance, if a customer refuses to provide information for the CRM until after seeing a car, the walkaround and demonstration must still be completed, with the information collected afterward to ensure the process flows smoothly.
Financial Benefits of Process Enforcement
A well-enforced process saves money. When everyone pulls in the same direction as a team, less time is wasted, and more customers receive the attention they need. This enhances their overall experience, making them more likely to return for future services. As part of this process, it is never recommended that a salesperson take a single penny off the price of a vehicle. Why devalue a vehicle to suit an expectation when we can simply raise the value to exceed expectations? A consistent process helps build and maintain this value, ultimately increasing sales profits. After all, even a flawed process is better than no process at all.
The importance of a well-defined and enforced sales process in a dealership cannot be overstated. While controlling individual personalities is impossible, controlling the process ensures a consistent, high-quality customer experience. This not only streamlines operations and enhances customer satisfaction but also drives profitability. By committing to a unified sales process, dealerships can ensure that every team member is on the same page, ultimately leading to greater success and growth.
