Issue Date: Sales Success May 15, 2010, Posted On: 5/25/2010
Sales Tips Some myths about prospecting Prospecting is one of a dealership sales reps most important functions yet it is the part of the job that gets the least attention. The frequent rejection can be painful. So let's take a different approach and see if we can't take some of the pain out of this very important process.
Five myths about prospecting
Prospecting is the same as selling. Don't confuse the two. Prospecting is a separate function from sales, just as marketing is distinct from sales but closely linked. Real prospecting involves discarding the unqualified leads and retaining those who are most likely to buy. The goal of prospecting is to find qualified leads that may buy your vehicles. Only after this process is complete, should the selling begin.
Prospecting is a numbers game. How many times have you heard this? If you want to sell X-number of cars, you have to speak with Y-number of prospects. That's the old school of prospecting. Quality supersedes quantity. You must find prospects that have a propensity and possible motive to buy your product or services.
Scripts are for rookies. Many automotive sales people insist on prospecting without a script. That’s a mistake. Scripting provides the framework for successful prospecting. It allows you to test what key benefits and qualifying questions work. The script must be personalized by the individual sales rep so the presentation does not sound canned.
Prospecting takes too much time. Prospecting actually takes only a few minutes to determine if the lead wants your benefits and can afford to buy a car from your dealership. Don't waste time on people unmotivated or unable to buy.
Get the appointment. Too many sales reps focus only on setting the appointment. Yet next week only 20% of appointments show. What went wrong? Prospects find it easier to agree to an appointment rather than saying they are not interested.
Prospecting done right can have a huge impact on your income. It doesn't take great courage to deal with the fear of rejection during prospecting. Just keep an open mind to challenge the old school of sales and the myths of prospecting.