Education, simulation, and accountability! Let me just expand on this. If I want to train in golf, I don’t just watch golf on TV. While watching golf on TV I may become educated in golf, but then I need to train through simulation. I would need to go out and hit bucket after bucket after bucket of balls to get good and stay good. The day I stop practicing (simulating) is the day my performance starts to suffer. But then where am I held accountable? On the scorecard!
How many statistical categories are golfers held accountable? Obviously, there’s your score but there’s also putting average, greens in regulation, and driving distance. How many statistical categories are baseball players held accountable? If I’m a position player, obviously batting average, fielding percentage, slugging percentage, and many more. As the dealer I also need to hold my people accountable. While most dealers can tell you how many cars they sold last month, how many new cars, how many used cars, how many certified, it’s surprising how many dealers can’t tell you how many overall opportunities they had. The way we improve is not by looking at how many cars we sold last month; it’s by focusing on what we didn’t sell!
Let’s talk about phone-ups for example.
Do you know exactly how many fresh sales calls your dealership received last month? Of those callers, how many actually visited the dealership at least once? Many of you (and it should be all of you) have call monitoring, that’s great, but make sure that there are no holes or gaps in your recordings with customers calling on your local number. Those calls need to be switched over to a recorded line. Everything needs to be recorded! Recording 80% of your calls is not sufficient! We live in a day and age of incredible accountability and we need to be making sure that we are taking advantage of it.
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