Currently, a lot of your competitors are complacent, selling only the inventory that comes to them. Not driving orders. Not aggressively buying used cars. They stopped all branding advertising and maybe all their advertising completely. Their outsized grosses and record profits have literally made them fat, happy and complacent.

The very best retailers are not just being aggressive now, they are thinking ahead. When the market normalizes, and grosses come back to earth, they want to be in position. What does that look like? The right number of employees with the right pay plans. Maintaining traditional best practices of regular training, daily huddles, and CRM utilization. A
complete sales process that includes a walk-around and demo, regardless of whether the unit was an order.

If you care anything about market share, consider that now is the time to pass the dealers that have traditionally been ahead of you. If you can have more order units in the pipeline, if you can reach customers higher up in the sales funnel, you can pass them up. Additionally, if they let off the gas on strategic brand advertising and market positioning, you will be uniquely positioned not only to pass them but to step on their throat when they are most vulnerable. Now is the time to pass.

If you have questions about how to strategically reach customers higher up in the sales funnel and how to have an effective branding campaign that won’t break the bank and is guaranteed to drive car sales, ask your BBDS representative for more information.

At Brown & Brown Dealer Services we put the emphasis on training. Visit our website for our training calendar and to meet our nationally renowned trainers at http://www.bbdealerservices.com. Contact Francis Fagan with Brown & Brown Dealer Services at 312-608-4979 or ffagan@bbins.com. Francis is the Regional Training Director for Illinois and Indiana.