Why every sales person should think years in advance

It is undeniable that sales staff are crucial to securing the first car sale to a customer that is new to the business. Regardless of where the lead comes from, a good sales experience will ensure they drive away happy, while a bad one might well see them heading down the road to a rival.

However, this isn’t enough to ensure that this customer comes back for their next car, the one after that and beyond. Sales people should be selling the benefits of using the retailer’s aftersales facility before the customer has started up their new car for the first time. Not only will this bring in servicing earnings, it will create more opportunities to build a relationship.

This is common in the current situation where selling is relatively easy due to a shortage of stock and customers that may have built up cash reserves during the last 18 months or so, but it was an issue before Covid too. We all know that sales sell the first car but a good service relationship will sell the next few.

By Mark Fennelly, Head of ASE Global Consulting