How To Focus On Your Customers: Stop Highlighting ‘Top Salespeople’
You’re driving down ‘The Strip’, a stretch of road punctuated by multiple dealerships, and you see all the fancy cars, the bright lights, the flashy flags and pole signs. The seizure-inducing readerboards flash bright colours and catchy phrases at you, demanding your attention. “Come see the new…” and “You deserve…” illuminate the night sky in clashing colours, tacky starbursts and speech bubbles. But then you see THIS on a flashing sign in front of one dealership:
“Salesman Of The Week”
Immediately, the inherent reaction is to be revolted. Who likes salespeople? I mean, really? Who actually likes salespeople? The vast majority of the general public despises being sold on anything, especially such a big-ticket item as a vehicle! So you keep driving past and you don’t give that sign or any other signs down the strip another glance. You think to yourself, “Frank Smith. There’s NO chance that guy will ever see my money!”
Let’s take a step back here and look at the scenario. As a car buyer, what does this salesperson’s portrait on the bigscreen say to you? As a consumer, I see, “Come give me your money so I can have another sticker on the sales board.” It screams, “I am the top earner”, not “I am the most helpful/friendly/buyer-conscious”. Whether this criterium is what your store determines your top salesman by or not, John and Jane Q. Public see it that way. So what can you do differently?
Promote your customer!!! Put your customer on the readerboard in front of their brand new (or brand new to them) vehicle, and maybe with their ‘Frank Smith’. Have them shaking hands, grinning a silly smile from ear to ear. Display segments of customer satisfaction letters like, “Frank totally looked after everything! –John Q” and “Excellent experience!! Will definitely be recommending you!-Jane Q”. “Every single human being wants to feel cared for; they want to feel like they matter personally. Stop advertising being the top of the heap for vehicle sales in whatever gobbledygook category your customer doesn’t understand or care about. Would it matter to you if the vehicle you were sold was the one that made the dealership “#1 in Category X”? NO! Advertise your “Completely Satisfied” customer! Mr. Public then projects himself into the situation of being totally pleased with his vehicle ownership experience.
Look at it from your customer’s point of view. Which dealership would you to stop at on ‘The Strip’? My money is on the latter.