The team that controls the ball, controls the game!”
Vince Lombardi
You need to be in control of the sales process from beginning to the end.
What happens when sports teams lose control of the ball?
Time Out!
Each team gets a number of time outs during the game. Why do they need them? When do the teams use their time outs?
They also have substitute players on the bench ready to get in the game.
Can you call a time out during the sales process?
Ideally, you always want to stay with your customers but what happens when you start losing control?
Turn!
That is the time out available to you. If you can’t move your customers to the next step, you must turn them to another salesperson.
If you can’t build rapport, TURN.
If you can’t land them on a car, TURN.
If you can’t take them on a demo drive, TURN.
If you can’t get a commitment to buy today, TURN.
If you can’t close, TURN.
Here is the best way to turn your customers to another salesperson:
- Simply tell your customers “I have an idea, I’ll be right back.”
- Find an available salesperson who is a good match for the customers and the situation.
- Tell that salesperson “I have a deal for you. Please follow me.”
- Introduce the salesperson to your customers as someone with more experience and knowledge and leave.
Your dealership may have a different policy like seeing the sales manager before turning. Make sure to follow the process but know and understand the purpose of turning and the important points below:
Purpose of the turn is to take back and maintain control of the process by changing the salesperson.
You do not tell customer you will get someone else to help them. You just say “I have an idea, I’ll be right back.” and leave.
You find a salesperson who should be a good match to the customers personality and/or who also has the skills to be able deal with the specific circumstance/challenge.
Do not give the turn salesperson all the details of your interaction with your customers. You may have been misled by the customers or you may have gotten the wrong idea. Remember you lost control of the process and whatever you think the reason is not worth conveying to the salesperson taking the turn. Don’t poison his or her mind.
If you are the salesperson taking a turn, don’t ask for the background information. It is always better to start fresh not where the first salesperson left.
Turn is a transfer of authority. It must be properly done. You should introduce the turn salesperson as someone with more authority, experience and knowledge who can help with their concerns better than you can.
You may stay and listen, or quickly leave them depending on your dealerships turning policy. Keep in mind that you will need to cover the turn salesperson as long as he or she is with your customers.
A properly executed turn will make your customer open up and get to the point with the second salesperson. Some customers count it as a win for themselves when they think they can wear out the first salesperson to get to someone with more authority. There will be times just a change of face will make the deal.
Always TURN. Never be the last one to talk to the customers before they leave.