Never Again Depend on Ups


There is nothing wrong with Ups. They can walk through the door with a deep desire to own your product and be financially qualified to do so. Not only that, if you provide a spectacular buying experience, make sure they are well-taken care of when their car needs to be serviced, and you stay in touch regularly, they can be – not only repeat buyers but – a fantastic source of referrals.

Indeed, there’s nothing wrong with Ups. There is only something wrong with depending upon them for your sales success and income.

When this is the case you are operating from a position of weakness. Why? Because when you are dependent upon them buying, you press. You’re too attached to the outcome. You come across as needy and “pressury.” You need them too much and it shows. And, as you know, nobody wants to do business with someone who needs them too much. It’s contrary to human nature.

And, let’s face it, many times this Up you’ve been waiting for is neither in a hurry to buy, nor financially qualified.

Depending upon Ups is leaving your financial success to luck of the draw!

Develop Your Army of Ambassadors and Customers

You can go into the community and meet new people, many of whom will become your prospects and/or referral sources? Automotive sales professionals know this, but all-too-few actually take advantage of this great opportunity.

If you’re not out there in your community cultivating new prospects and referral business, you’re leaving money on the table and keeping many potential customers from utilizing your expert assistance in driving the vehicle that will enrich their lives and that of their loved ones.

While certainly not everyone you meet locally will be interested in a car at this time, or the type you sell, many of them know lots of others who just might be. There are “diamonds in your acres” — your local acres.

Yet, the majority of automotive sales professionals avoid person-to-person prospecting like the plague.

Why? Perhaps because it’s always been that way. Oh sure, every so often a new outbound prospecting tool or methodology is introduced but eventually it’s just so much “easier” to let people come to you. Maybe they’re not necessarily good, qualified prospects but at least they’re coming to you and you don’t have to face the rejection of approaching someone and being told no.

Yet, you know that it isn’t nearly as productive to work this way, and without an ongoing and always-increasing number of quality prospects and referrals you’ll find it difficult to have a business that is both profitable…and predictable! (Never mind a lot more fun!)

Instead, you can be a master at obtaining qualified prospects and gathering referrals and never feel as though what you’re doing is less than professional or in any way stereotypically “salesy.”

Understanding The Golden Rule of Sales

Superstar automotive sales professionals build their business on this premise:

“All things being equal, people will do business with, and refer business to,

those people they know, like and trust.”

That’s it, plain and simple.

So, how do you meet the people with whom you can cultivate those kinds of relationships?

Actually, opportunities constantly arise to meet new people. Local business events, your house of worship, charity functions, your child’s ballgames, and many other places. And, regardless of how many individually ever become customers, the chances are good they all know others who very well could.

After all, you’ll remember way back when Joe Girard, not only the greatest automobile salesman but – according to the Guinness Book of World Records – the greatest overall salesman in the world documented that most people know about 250 other people. Think about it: Every time you meet one new person, and develop that relationship to the point they know, like, and trust you, you’ve just increased your personal sphere of influence by a potential 250 people… every… single… time!

Not only can you do this, you can have fun doing it. In fact, once you begin the process and experience the results you’ll wonder why you didn’t begin doing this long ago.

Where The Rubber Meets The Road

This occurs through Networking. However, since that term is generally so misunderstood, allow me to provide you with a definition that will frame it correctly.

Networking is simply:

“The cultivating of mutually beneficial, give and receive, win/win relationships.”

Yes, this is diametrically opposed to the stereotypical fast-talking salesperson who aggressively shakes hands and disperses business cards to everyone with whom they cross paths. That person who is overbearing and pushy, ready to impart their slick elevator pitch on anyone who will listen. Ouch! That is downright uncomfortable. And, not just for the person in front of you but for you, as well.

No, true Networking is just the opposite. It’s not about you. It’s about… them.

In fact, when practiced correctly, with your focus on the other person, it will dramatically increase your number of A-list prospects as well as your referral business; and in a way that will astound you.

Let’s say you’re at a local event and you meet someone new. Many salespeople feel they need to do most of the talking. In other words, if they’re going to promote their business, they must show how intelligent and successful they are, and maybe even ask pointed, personal questions about the person’s current situation in order to discover needs.

What this typically accomplishes is to make the other person uncomfortable and defensive. Instead, let the conversation happen naturally, and in such a way that he or she enjoys the conversation as much as, if not more then, you do.

How? Ask questions. But not just any questions. And not prospecting questions. Instead, use what I call Feel-Good Questions®. These are simply questions designed to put the person with whom you are speaking at ease and begin the rapport-building process. These questions are not intrusive or invasive. Feel-Good Questions are simply questions that, by their very nature, will make the other person feel good; about themselves, about the conversation, and about you.

These questions are the first step in the know, like and trust relationship.

Although I have ten Feel-Good Questions in my arsenal (For all ten visit www.burg.com/10q) please know that you’ll never ask any more than two or three in any one conversation. Still, they are all good to know depending upon the person you’re speaking with.*

These Are Difference-Makers

Let’s look at just two. If you ask only these two Feel-Good Questions you’ll find a remarkable difference in the response you receive from this person as opposed to others in conversations where you spoke mostly about yourself and your business.

#1 “How did you get started in the ‘widget’ business?”  I call this the “Movie-of-the-Week” question because most people love the opportunity to “tell their story” to someone. This, in a world where most people don’t care to know.  Be sure and actively listen, and be genuinely interested in what they are saying.

#2 “What do you enjoy most about what you do?” Again, you are giving them something very positive to associate with you and your conversation. You have not – immediately upon meeting them – dug in to find their pain. No, instead, you’ve identified their joy and helped them to feel good about themselves.

You’ve begun to establish a nice rapport with your new prospect or referral source. You are focusing on him or her rather than you and your awesome vehicles.

Now it’s time for the One Key Question that will separate you from everyone else (and definitely every other automotive sales professional) they’ve ever met:

“Gary, how can I know if someone I’m speaking with
would be a good prospect for you?”

What have you accomplished by asking that question? Two things. First, you’ve continued to establish yourself as being different from every other automotive salesperson they’ve ever met, who only seem to want to know, “Would you like to buy a car from me?” Instead, you are communicating that your interest is in helping them.

Secondly, since you are asking for help in identifying their prospects, he or she will gladly supply you with an answer.  And nothing builds trust and credibility with a prospect or potential referral source than actually referring business to them whenever possible.

Note: If you are speaking with someone not directly in sales (thus “prospects” wouldn’t be of value to them), that’s okay. Simply gear the question accordingly. For example, “How can I know if someone I’m speaking with would be a good connection for you?” Or, “…someone you’d like to meet?”

After The Conversation

A few minutes later the conversation ends. Aside from telling them your line of work and the dealership name, you never even brought up your business. Excellent, since your relationship is probably not far enough along for him or her to be receptive to that. (On the other hand, in the unlikely event they are currently in the market for a car your focus on them has made them feel so comfortable with you they will probably be excited to set up a visit.)

Important: Make sure you obtain their business card or contact information. Now you are in a position to follow-up and follow through effectively. What about your card? Give it to them only if they ask for it.

If you’ve met this person in a one-on-one situation or environment, the next step is the follow-up/follow through.

However, if you are at a group gathering you can add a powerful additional step. This is something Superstar Networkers do constantly and consistently. Few others ever even think of this. Become proficient at it and entire new worlds will open up for you.

Be a Connector. Introduce people you’ve met to one another in a way that makes each person feel special. Then take it even a step further –– suggest ways they can look for referrals for each other! You’ll get to immediately utilize their answers from the One Key Question you asked earlier. Tell Gary how to know who’d be a good prospect for Ann and vice versa. Wow! Will they be impressed! Practically no one else but you does this!

Imagine how delighted they are to have met you. You’ve done nothing but focus on them and shown them you are interested in adding value to their lives, to their success. They’re already beginning to realize that just by knowing you and having you as a part of their network…they stand to gain.

Yes, whether meeting new people one-on-one or at small or large, formal or informal gatherings, following the above will help you to very quickly build your prospect list with high-quality people. Again, in a way that is enjoyable both for you and your prospects.

Never again experience the “discomfort” in the pit of your stomach knowing you have to nervously and clumsily approach someone you don’t want to approach, and whom you can just sense does not want to be approached.

Now, let’s briefly explore the follow-up and follow-through that will soon have you positioned in their minds as the one person to buy a vehicle from and/or refer to others.

The All-Important ‘Thank You’ Note

Send those with whom you want to establish a relationship a personalized thank-you note. Sure, we’ve all been taught that. However, very few people actually do it. And, it’s a goldmine.

Hand-write it on a 3.6″ x 8.5″ (fits nicely inside a #10 envelope) notecard. This notecard has your contact information as well as a small, professional picture of yourself and a very brief “benefit statement.”  It is not a direct response piece but simply a thank you note.

Written in blue ink it reads: “Hi Mary, it was a pleasure meeting you.  If I can ever refer business your way, I certainly will.”  Then sign your name. Do not include your business card or make any reference to your profession.

The photo is vital.  You want them to remember you – to picture you – as that person who made them feel so good about themselves when you met.

“But what about e-mail? Can’t I just send an e-mail note?” Of course, you can do anything you want. However, if you truly desire to separate yourself from everyone else then make this first follow-up contact a hand-written note as described. (For a sample you can model, visit www.burg.com/notecard.)

You’ve shown that you have a lot of class and that you are conscientious, a real pro. You’re positioning yourself as a person worthy of doing business with directly or having business referred to.

Just as importantly, what you didn’t do is come on too strong or “salesy.” You simply thanked them. Most people greatly appreciate that. And, with the promise to make an effort to send business her way, you also once again let them know you have their best interests in mind

You might be tempted to add something about keeping you in mind if she, or someone she knows, “ever needs a great car…”

I strongly suggest you don’t do that. They understand why you sent the note, and you’ve already made a great impression. This notecard is a positioning tool used simply to further advance the new relationship. Typically it does not bring instantaneous results. But, that’s not to say “never.” If the timing happens to be right either for themselves or for someone they know, it will happen.

Next, send any information they might find to be of value. If Gary collects antiques send an article you see on that topic. Or be proactive and search online for information on buying and selling antiques. Print out an article you find and send it to him with a handwritten not on your personalized notecard.

If you learn of a business opening up that would make a perfect prospect for Ann, send her a handwritten note and let her know. You think she’ll appreciate that and hold you in high regard? You bet she will!

Next, send a notepad to every prospect and potential referral source. (For a sample visit  www.burg.com/notepad and scroll down page) What a powerful way to gently, consistently and effectively stay at top-of-(their)-mind. People keep these on their desks and use them every day. Whenever they do, they see your name, your face, and what you do for a living. And, they appreciate you!

And, of course, whenever you can refer business to them, magic happens. An added benefit: soon, you’ll become that person others call when they need to know someone or something. All sorts of business will take place and you’ll often be at the center of it. I’m sure you can see the “know, like and trust” benefit of that type of positioning.

 

The follow-through is designed to ensure that when the time comes that your prospect needs an automobile (or knows someone else who does), you will be the only one who could possibly come to mind.

Ask For And Receive Referrals

So, you’re now consistently meeting high-quality people, following up systematically and effectively, and cultivating relationships. Large numbers of  “Personal Walking Ambassadors” feel great about you; they know you, they like you, and they trust you.

Some of them may have already become happy customers. Leverage those relationships and obtain referrals to those you can also serve, now or in the future. (If not now, then follow through with them the same way as above.)

Others are not yet in the market but are happy to sit down with you and refer you to people you can proactively contact.

In both cases the key is to ask in a way that helps them to come up with names rather than give you a blank stare followed by, “I can’t think of anybody right now but, when I do, I’ll let you know.”

To ask correctly, follow the lead of Master Sales Trainer and regular contributor to this publication, Tom Hopkins (www.TomHopkins). In his classic, How to Master the Art of Selling, he expertly teaches how to funnel down their world into small groups of people they can see in their mind’s eye.

If Gary is an avid golfer, ask who he usually plays with. He’ll probably come up with two or three names. He’s a member of his Rotary Club? Who does he sit next to each week? Does he sit on a local board? Who are the four people who serve with him?

He doesn’t need to refer all of them to you. The key is to help him to be able to identify people. Once he comes up with one name and the ice is broken, it becomes even easier for him to think of others.

And, after a few of those frames, you can gently go through the occupation alphabet list with him: Who is his (A)ccountant; (B)anker; (C)hiropractor…?

What about his neighbors, fellow employees, family members, etc.?

The key is that because he knows, likes, and trusts you – because he wants to see you succeed and knows you can provide a great service to those he cares about – he’ll be happy to work with you on this. If you feel comfortable with the process, he will too.

Sure, this is just the tip of the iceberg. But it’s a tip that will now make those Ups something you can take or leave, rather than being your only source of qualified prospects.

These are also excellent questions to ask when you do have a qualified prospect in front of you whom you’ve never before met, whether from an Up or from a referral. Imagine asking two or three of these questions during your “get to know each other phase” and then asking the One Key Question. How often have your prospective customers experienced that from their automotive sales professional?