Between Customer Service and Sales Strategy
The motor vehicle sales environment has a reputation of being difficult. And yet, while it is true that it’s essential to be a good salesperson to work in the field, it offers great potential for advancement to those who have the will to succeed. Pascal Pépin – who himself entered the profession with no experience and today holds the position of Assistant Sales Director at Subaru – John Scotti – talked passionately to us about this industry that has a shortage of young people entering the sector.
What qualities are required to sell motor vehicles?
First of all, it’s essential to be a good listener to understand the customer’s needs. It’s also necessary to be a good communicator, to have interpersonal skills and self-confidence. A good analytical sense is also essential. And, of course, you have to believe in your product.
Are there prerequisites?
Of course it’s good to have experience in sales. There is training available on the market, but it is not strictly necessary. In my case, I learned on the job. I did not have any sales experience. If you have the qualities and the will, you learn quickly on the job. At Subaru, the first week after hiring was training devoted to learning the products. A representative has to have knowledge of them at his fingertips to provide excellent customer service.
What is the average salary?
There is a base salary plus bonuses. These vary from one dealer to another, ranging between $200 and $800 per week. It will be higher if you are representing a high-end brand, since there will be fewer sales than at a mainstream consumer brand. A car allowance is sometimes included in the base salary. Then a bonus system is added, for a salesperson who, for example, exceeds his quota of cars sold per month. Internal competitions also help to stimulate the salespeople.
To have an acceptable salary, you have to be a good salesperson. Representatives who sell less than 100 cars per year don’t stay in this business for very long.
What are the different steps to a sale?
- Welcoming the customer: a crucial step in the selling process since a salesperson has only one chance to make a good impression.
- Qualification: the salesperson asks the customer open questions to identify his needs, learn his budget, know where he is in the process.
- Presentation of the desired car: the salesperson highlights the benefits of the vehicle in the showroom.
- Road test: this step is sometimes neglected. However, it is essential, since it’s by trying the car that the customer will be convinced.
- Confirmation: the salesperson asks his customer if he likes the car and wants to buy it.
- Negotiation: the two parties agree on the conditions of sale, products and accessories, etc.
Should the salesperson’s approach be focused more on service or the sale?
The salesperson must adapt to the customer. You don’t sell in the same way to someone who has already had a Subaru, for example, as with someone who is only just discovering the brand. But the best attitude is to show enthusiasm and provide excellent service. Of course, the closer you get to the conclusion, the more strategic the approach. Selling a vehicle is similar to selling a property: some of our customers come to us three or four times to inquire before buying. Sometimes they don’t sign. You don’t make a sale at the first opportunity.
Do you have to be a good negotiator to do this job?
We don’t have the same margins that we had 20 or 30 years ago. The customer learns from the internet and consults the car guides. By the time they come to see us they already have a very good idea of prices. You have to be able to say no and to explain why. But this is learned.
What are the challenges of this job?
You have to know how to stay motivated, even if a customer says no. A positive attitude always ends up being worthwhile.
What opportunities are there for advancement?
If you have the will and desire to succeed, it’s an environment where you can quickly climb the ladder. In my case, in five years and with no experience to start with, I went from salesman to Assistant Director. Also, many employees are about to retire. We need the next generation.
Is this job still very male-dominated or are women beginning to get interested?
Yes, women are beginning to take their place. At Subaru, we have three women out of our ten salespeople. Customers appreciate their approach, which is often considered to be less aggressive than men’s.
What advice would you give to a young person wanting to get into the profession?
Come and see us! We are always seeking new recruits and we also have positions that are not directly related to selling. I would also tell them to go for it, have the desire to learn and to be a hard worker. In this business you’re at the office at least 50 hours a week. You have to stay motivated and set realistic goals. But it’s worth it!