With this Sales Advantage, Everyone’s a Top Performer
By Dennis McGinn
No one yet knows the lasting impact of recent events on dealership operations. What we do know is
that people will still need reliable transportation.
One casualty we already see is ride-share. Consumers may increasingly desire to forego this option,
again finding it safer to be moving about in their own vehicle versus one used to haul many other people
throughout the day.
What also is clear is that the motivation for digital retailing has arrived. Consumers will find conducting
car deals remotely across end-to-end digital retail platforms is more comfortable, more convenient, and
a safer alternative to the traditional in-person meet-and-greet process.
It’s also certain that however leads come into your dealership, they won’t respond well to poor
information handling. These prospects expect a smooth, timely sales process, which is why speed to sale
is now critical to lead conversion and profitability.
A Forbes.com report, “11 Sales Skills Essential for Better Lead Conversion,” offered this:
“A key sales skill to improve lead conversion is responsiveness. This is a lead, not a cold call. They, in some form, have reached out to you — be quick to respond. I immediately have an advantage over my
competitors. It sounds simple, yet a timely response is often overlooked.”
Such responsiveness, driven by speed to sale, flows out of faster reconditioning, streamlined crossdepartment cooperation, and a tighter inventory turn policy. When sales and BDC departments use
selling advantages that empower them to engage leads promptly and knowledgeably, they close more
Our data shows that dealers who are practicing speed to sale close two of three used car leads.
Conversion drops to one of three, where these sales advantages are not available.
By using this sales advantage, every member of your sales team will handle leads like top performers.
Top producers don’t sell — they build relationships. Their in-depth product knowledge, understanding of your inventory, and quick location of test-drive vehicles (and their keys) build
trust in consumers, which motivates them to buy.
Speed-to-sale tools give them access into your store’s vehicle acquisition and reconditioning pipelines.
Whatever the source of the lead, the salesperson’s glance into this pipeline serves up all the vital
information they need to answer prospect questions fast. This process means they no longer risk the
loss of a lead or up’s interest while they put them on hold or have to call them back while they source
out information to answer basic questions, such as:
Can you tell me about the car — make, model, and trim levels?
Can you tell me about its condition or issues — what was done in recon and do you have paperwork and photos that show that?
Is it still available — will it be ready to show and for a test drive when I come in today?
I’m interested in the car — but is the price negotiable?
Speed-to-sale advantages are best explained by a “know it, find it, and sell it” sales strategy. Now, with a
glance into a vehicle acquisition and reconditioning pipeline on their CRM tool or mobile device, your
salespeople will engage every lead as top performers do.
They’ll have at hand the deep intelligence on a vehicle necessary to answer a lead’s questions on the
spot. They’ll also have the precise vehicle and essential location tools, so there’s no fumbling at test
drive time and compelling visual presentation tools and data to build confidence and value in the cars
Tough times call for new approaches. A “know it, find it and sell it” strategy gives your entire sales and
BDC staff unique new tools for improving lead conversion, which is always a top goal but now more than
ever. Call me to chat about this for your dealership. Stay alert — and stay well!
Dennis McGinn is the founder and chief executive officer of Rapid Recon, the world’s standard in
vehicle reconditioning and speed-to-sale inventory turn improvement, and the industry’s leading
expert in time-to-line (T2L) reconditioning. Click now to schedule an instructive demo. www.rapidrecon.com
About Rapid Recon
Reconditioning workflow automation from Rapid Reconis the industry standard in time-to-line inventory turn and speed-to-sale vehicle revenue enhancement for automotive retailers. Benchmarking data based on 13 million vehicles processed uniquely positions Rapid Recon to advise dealers on how to improve their store’s profitability. Used by more than 2,000 dealerships, Rapid Recon ensures the accountability of processes, property, and people. Hence, dealers know answers quickly, find assets anywhere, and sell vehicles promptly to grow dealership profitability. www.rapidrecon.com CALL US: +650-999-0497
855 El Camino Real
Palo Alto, CA 94301
OUR EASY-TO-USE CLOUD-BASED APPLICATION CAN BE CUSTOMIZED TO ACCOMMODATE AND IMPROVE YOUR CURRENT WORKFLOW PROCESSES. THIS INCLUDES QUICK UPDATING TO MEET YOUR CHANGING NEEDS. FROM THE VERY FIRST DAY, YOUR PROCESS PERFORMANCE MANAGER WORKS WITH YOUR STAFF TO MAKE SURE YOUR SYSTEM DESIGN MEETS YOUR DEALERSHIP'S SPECIFIC REQUIREMENTS. WE THEN PROVIDE ONGOING TRAINING AND FEEDBACK TO HELP YOU REACH YOUR TARGET TIME-TO-LINE (T2L®) PERFORMANCE GOALS.