“Winners never quit and quitters never win.”
–Vince Lombardi, Pro Football Hall of Fame
This is such a timeless quote by the legendary football coach. It can be applied to today’s retail automotive environment especially inside dealerships.
Dealers spend hundreds of thousands of dollars a year per store to generate traffic. They invest a great deal in advertising, but they also invest in their sales staff to complete the purchase process. That’s why there is nothing more frustrating as a marketer to walk into a dealership that makes such a sizable investment in advertising dollars and see a lazy and unmotivated sales force.
It’s disappointing but true. The first impression that many customers often see once they step foot into a dealership is a poorly equipped and unprofessional sales associate.
There are many steps that must be followed in order to sustain a great dealership marketing plan. If a dealership’s sales team fails to capitalize on traffic generated by a successful marketing campaign, then the dealership ultimately fails. This is a direct correlation to a sales team that is not up to handling the challenge set out before them. A team can’t win if the players quit, and the same goes for a sales staff within a dealership.