Do you have a sales prevention department?

By Matt Sellhorst

The other day I was researching some Facebook boating groups to keep up to date with the conversations real consumers are having with each other. One post in particular caught my attention.

Here’s the short version of the story. A gentleman was looking for the updated 2020 pricing for some options he wanted on a boat he was going to be ordering in the next week or so. More than a week after asking for pricing and still not getting it, he was frustrated with the dealer and made a post stating, “Why is it so difficult to give this dealer money? Lots of money.”

I call this type of activity the Sales Prevention Department.

I’ll come back to this specific situation in a moment, but first let me give you a few more examples so you can identify and then eliminate the Sales Prevention Department in your dealership.

• The parts employee that says “Yes, we have what you need but, you can get it cheaper at…”
• A sales person can’t get an ACV from the owner or GM to put numbers together for a costumer that’s ready to make a move.
• A sales person receives a call on a unit that’s already sold and says “Sorry, that’s already been sold.” Then hangs up without asking, “Is that the exact boat that’s right for you?”
• The yard worker that doesn’t acknowledge a customer looking at a boat in the yard.
• A dirty boat in a dirty showroom without an options and price sticker.
• A dealership owner that won’t invest in the tools, training or technology required for success in today’s world.

If you have identified any of those areas as applicable to your dealership or employees, eliminating the problem is the next step.

Let’s go back to the Facebook group comment from above.

We understand why the sales person wasn’t able to get the price list for his client. It can be difficult to get the final manufacturer pricing information in the fall as model years are changing and options are being finalized. Sometimes, we in the industry take it for granted that the consumer will deal with the inconvenience. In reality, that’s not always the case.

What simple solution would keep this potential buyer from walking away thinking their dealer (or manufacturer) isn’t willing to be straight up with him? Remember, when the customer is almost ready to give their commitment and money is the most delicate point of any sale.

One option is to explain the situation and educate the consumer along with providing estimates that are higher than the expected price understanding you may be off a few hundred dollars, but you won’t jeopardize the sale.

Or, provide the previous year pricing stating that the 2020 pricing will likely be X% higher.

If you follow Facebook groups and other boating groups, you’ll discover conversations between boaters and boat buyers running into the dreaded Sales Prevention Department. When we in the industry say, “Oh, that’s just how it is” or, “It’s no big deal, they need to relax,” the boater ready to give you money may just decide the Sales Prevention Department is right and spend their money elsewhere.

This month’s challenge: Take a look at your entire business from the consumer’s point of view. And, ask yourself… “Are there any points of friction or lack of training that could cause a lost sale?” Then, make a list and go about making the changes required to avoid it in the upcoming season.

Matt Sellhorst is the founder of Boat Dealer Profits Marketing Agency and author of the only business building book for the retail boating industry, “Boat Dealer Profits; How the SPLASH System can help you sell more boats, make more money and have more fun.” Claim your free copy at www.BoatDealerProfits.com/freebook.