TO: Sales Managers
SUBJECT: CSE Quick Tip #19 – Best Practices - Sales Manager
Date: May 2020
Because of the new environment that COVID-19 has created, there are challenges that disrupt the normal sales process. While parts of the sales process stay the same, it is essential for you as a Sales Manager to prepare your sales team with a plan for how to best serve your customers and make them feel at ease with any changes that have come about in recent months. This means observing social distancing, wearing face coverings, as well as consistent and visible sanitizing.
Sales Manager Best Practices
- Communication with Your Team
The customer survey responses are vital, and it is also important to stay up to date to the changes occurring due to COVID-19. Please ensure that your team members are aware and understand all the changes to the processes. - Efficiency in the Sales Process
Setting expectations up front with the customer is key. Monitor the sales activity and the progression of the customer interaction to make sure your sales team is efficiently walking them through the sales process. - Ask Specific Questions
Not only is it important for your team to ask the right questions while performing a needs assessment, but they should also be explaining to the customer why they are asking the questions. One way to assist is to develop and utilize a needs assessment worksheet to encourage staff to explore specific questions to help them align the customer’s needs with the best vehicle. - Avoid Pressuring the Customer to Buy Today
The more pressure on your customer, the less engaged they become. This is especially true in a virtual environment where there are multiple options right in front of them online. So, it is important for your team to make the customer feel like they are in control of the decision to move forward in the sales process. This is where the needs assessment is crucial. If the customer’s lifestyle has been successfully aligned to the right vehicle, it will be much easier to engage the customer, resulting in less pressure throughout the entire process. And, as a manager, the less pressure you put on your Sales Consultants, the less pressure they will transfer to the customer. - Give the Customer a Straight Answer
Prepare your sales team to explain the sales process and answer any questions on price they may receive from customers. When it comes to price, make sure they understand and can communicate how the sales price/trade-in numbers are reached. Ensure they have resource information available and processes are transparent and clear (leverage the PRG, know your vehicle inventory, etc.). Transparent pricing makes for a better experience online and in-store. - Pricing Changes
To avoid changing the price, make sure you have all the information before it’s presented. The customer’s ability to buy should be completely vetted – a solid needs assessment helps with this. Understand the trade situation. If you do have to change the price, make sure you are transparent in explaining the numbers and the reasoning. - Avoid Problems on Delivery
Walk the lot and ensure vehicles are inspected monthly. And any issues like scratches or dents are immediately addressed. Whether your store is performing remote deliveries or customers are still coming in for their new vehicles, the crucial part of the process is that the vehicle is inspected and thoroughly cleaned in the interior and exterior prior to delivery to the customer. Once the vehicle is delivered, it is vital for your team to explain and demonstrate the cleaning and sanitizing processes to your customers. - Ensure Understanding of Features and Functions
Review the survey report and see which Features and Functions may be causing the most issues with your customers. Utilize your sales meeting to review the specific features and functions and work with your team, so your team understands how to best explain them to the customers. Use face coverings and observe social distancing if explaining in-person. - Contact the Customer After Delivery
Have a process established to encourage consistent follow-up by your Sales Consultants. Monitor post-sales activities so you can understand what your team is doing during their follow-ups with their customers.
As you review these best practices, the core focus is to ensure your team is adequately prepared and they understand how to use the resources available to them. By reviewing customer feedback, you can identify and work on areas of improvement for your team.
As a manager in this environment, reassure your customers that the store is addressing the new challenges and that you and your team want to make them feel comfortable and safe throughout the entire sales process.
Remember during this time, practice social distancing and recommendations from the CDC.
Sincerely,
Sales and Field Operations Team
Kia Motors America, Inc.