Tag Archive | "selling"

How Can We Sell More on the Worst Day of the Week?


What’s your worst selling day? Let’s assume you picked Wednesday. So every Wednesday is a terrible selling day because there’s no traffic, no incoming calls, nothing to do, nobody to talk to, no sales, no nothing.

And yet, Then, all of a sudden, for some incredible reason, Wednesday usually becomes the best day of the month!

How could that be?

For one thing, at the end of the month, you’re down to the wire. So you start doing your follow-up a few days beforehand so you can get some of those people back on the lot. When that phone rings the last couple of days, instead of blowing the call, talking price or educating the caller, you do whatever it takes to get them in the door.

On those last couple days, when you’re out in the service department or pass the waiting room, you actually talk to a couple of people there to find out if they, or someone they know, may be in the market to trade cars soon.

Oh yeah, and when you finally get an up, you start treating every prospect like they could be the very last person you’ll get to talk to this month, representing your last chance to hit your next-level bonus or maybe even make enough to pay the rent.

When the month is running out, you don’t wait for the ads to generate traffic, you work the phones to schedule as many appointments as you can so you can put more people on the lot. You give each prospect your best, most enthusiastic presentation, and you end up selling two or three units and pulling out your month on the worst day of the week.

Here’s a new thought: It isn’t the day of the week at all. It’s how you spend that day that makes the difference. Just like we teach service writers to schedule appointments during their slow time instead of first thing in the morning, when they’re slammed, you can do the same.

When someone says they’ll come back Thursday, try to push it to Wednesday. Just give them a logical reason: “I know you want a lot for your trade, and I’ll have the highest bidder in town here Wednesday afternoon. Can you swing by after work?”

In summary, to double your sales this month, try this three-step method:

  1. Treat every day you work as though it’s the last day of the month or the year, and give every day 110%.
  2. Treat every prospect as though they are the last one you’ll ever get a chance to talk to and give each of them your very best “basics” process, including the warmup, value-building and closing.
  3. Learn something new every day about how to sell more. You could read a new book about sales every day and not run out.

If you can do those three things, you can double your sales and income right away — and you’ll continue to grow year after year.

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Addressing Client Concerns


How you address client concerns will have a powerful impact on your overall success level. In many cases, once concerns are addressed, the sale is made. You can go straight to asking for their approval on your paperwork.

The foundation of addressing client concerns is a simple, yet incredibly powerful six-step process that I’ve taught for many years. Read through them here. Then commit to re-reading them at least twice a day for a week.

Step #1: Hear Them Out

Let the client talk until you know as much as they do about their concern. If you try to address the concern before hearing all of what they have to say, you may end up answering a concern they don’t feel is all that important and/or bring up another concern they hadn’t even thought of.

You see, raising concerns is a defense mechanism. Buyers react to the urge to go ahead by slowing things down with a concern. So, let them get it all out before attempting to address any point they’ve raised.

If you feel they’re not telling you everything, encourage them to talk with phrases such as, “I see. Is there anything else that concerns you about this decision?” or “What concerns do you have about…” You want to know all the bad past experiences they’ve had, all their reasons for hesitation before you move on. If you don’t, you may find yourself back at this point again with this client.

Step #2: Feed it Back

Simply re-state their concern in your own words. “So your concern, John, is…” This accomplishes two things. First, you demonstrate that you really listened to the client. Second, you have the opportunity to get confirmation from them that you understand their concern. Having someone understand you makes you feel closer to him or her. It creates a bond or common ground of sorts. It warms them up to accepting your advice on the purchase.

Step #3: Question the Importance of the Concern

This step can be tricky if not handled properly. You must gently ask if this concern would keep them from making the decision to go ahead if it cannot be resolved. It could be this concern is not all that important and the client will dismiss it when they consider whether or not it would keep them from owning the vehicle. If it would stop the sale, you then proceed accordingly.

Step #4: Answer the Concern

Depending on the concern, you may be able to do this quickly or you may have to do a little research on behalf of the client. Either way, you need to demonstrate, above all else, a sincere desire to help them. You’re working for them at this point. You’re an industry expert and a research consultant at their disposal. This could also be a good time to ensure them that you wouldn’t want them to make a decision without having all the facts, or a decision that might not be exactly right for them.

In answering the concern, you must consider it like a close. You have to appeal to their logic, yet close them emotionally. You’re helping them to rationalize the importance of the concern and the value of your answer.

Step #5: Confirm the Answer

Once you see signs that they’re agreeable to your answer and that it makes sense to them, make a simple statement of that fact. You could say, “That makes sense, doesn’t it?” If they agree, the concern is now behind you. If they show any hesitation at all, you must go back to Step #4 and come up with a better answer.

If you feel there’s more they haven’t told you, warmly ask, “Obviously, there’s a reason for your continued hesitation. Would you mind sharing it with me?” It could be they’ve just come up with another concern and are uncomfortable telling you since they already told you above that it was their real final concern. Always, always give your potential clients opportunities to save face if you see that they’re feeling hesitant or uncomfortable in any way.

Step #6: Change Gears

Once the concern has been satisfactorily addressed, it’s time to move on. The simplest method I’ve ever used to move on to the next aspect of the sale is the phrase, “By the way…” Then, I move onto the next area of discussion, changing gears so-to-speak to move on to the close or the next decision that must be made before closing.

P.D.R. (Practice, Drill and Rehearse) these steps until they become natural to you. Try them with your spouse or children the next time a concern is raised. When you feel comfortable with the strategy, start applying it. You’ll be amazed at how much more effective you become at handling concerns.

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What’s the Most Important Skill for an Entrepreneur to Have?


I want to open my own business but I’m not sure I have what it takes.

There are a good number of skills that are important. But in any business, nothing happens until a sale is made, so I would say the number one skill is learning to sell – or how to sell better.

Unfortunately, that’s an answer a lot of owners don”t like to hear. Why? Because most of them are specialists or “technicians” who like to do the work, but don’t really know how to sell it to customers.

If you are a good salesperson already, your job is to become better and train those around you to do what you do. It’s also important to transfer your own knowledge to your coworkers so they can know what you already know.

This will help leverage your skills in your own enterprise, and will help turn your company into a real sales machine. If you aren’t a great salesperson, you have two options: Learn how to be one, or hire a great sales person to sell for you.

Hiring a salesperson is a great option, but easier said than done.

Learning the sales process for yourself is harder, takes some time and has automatic failure already built into it but will teach you things you will need to know to succeed longterm.

Plus – depending on your business – people will want to deal with the owner in the sales process at some level and the more skill you have in this area, the more success you will have. So, start honing your sales skills.

You can always improve, and if you are sales deficient, the lessons you learn will continue to serve you well.

This article was written by Brad Sugars and published in Entrepreneur magazine.

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