Archive for March 21st, 2010

How to Generate Sales and Income When Floor Traffic is Down – Part2

Sunday, March 21st, 2010
Chuck Morgan asked:

I remember years ago hearing from a phone trainer from Belgium, in his heavy French accent, “If you live off the floor, you’ll die off the floor”. He was right.

People will RV, and thank goodness there is nothing we can do to stop them. Part of our problem today is that there is not a lot of them coming in the front door. Don’t get, or stay, discouraged. Remember the harder we work the luckier we’ll get. I know that the sales and money are available to us if we just know where to look.

Diggin’ for Gold.

California is Gold Country and I enjoy prospecting as a hobby. Unfortunately, I get to use the analogy more than I get to go out actually looking for gold anymore but… Prospecting for gold is an art and a science, combined with hard work. You could just pack up your shovel, pan, sluice box and a strong back, head into the hills or a river and start digging. But more than likely you’ll end up with a sore back and an empty pan. Or you could do some research first. Discover where gold might actually be. Understand what geological features of the land to look for. Go where gold has already been found. Listen to people who prospect. (Don’t ask them where the gold is, they won’t tell you. Just let them talk…there’s a lesson there.)

We do all this, before we even pick up the shovel. You see, I don’t mind getting dirty. I just want to do it with a Purpose in mind and maximize my return.

So where is the “Gold” in the RV business. Well, like prospectors during the gold rush, many times it’s laying right at our feet. 3 key markets to look at are.

1. Repeat Business

2. Referral Business

3. Service Drive

Let’s look at the facts:

1. Repeat Business.

Math doesn’t lie. If someone bought an RV, there is a good chance at some point they will buy another. The average time for someone to trade in their RV is around 39 months depending on where you are. If you’re relatively new to the RV business and you have not built your customer base yet, there are still ways to tap this market.

If you have been in the RV business for a couple of years you should be taping this now. If you have been in for several years you should be taking, (or waiting for), very few walk in customers.

Do your own math. Find out how many RV’s you have sold during your career. Most sales people don’t know. After the deal rolls we maybe, maybe call the customer to make sure they are happy and that’s about it. I know as well as you do that it is all about “the deal today” but if I don’t continue to stay in contact with my sold customers I have placed my own self imposed limits as to their value to me, and my income. If we work smart, we “create” be backs, not hope we will get one. Customers trading in quickly is not unusual. I’ve seen it happen the same day. I’ve seen customers buy and trade 3 units within 6 weeks! Stop thinking that “you would never do that”, “you” are not buying anything. “They” are…let them.

Find out today how many RV’s you have sold at your dealership. Managers, get the sales people the info. If you have been with your dealership for a few years you may be shocked to learn what that number is. Say you sell 5 units a month. That’s 60 a year and you’ve been with your dealership for say, 4 years. That’s 240 sold customers.

240 buyers who liked you, believed you, listened to you, and trusted you. Now ask yourself when was the last time you called any of them? It’s not about the floor traffic…it’s about our attitude and work habits.

If you’re new to RV sales, get a list of orphan owners. Orphan owners are previously sold customers whos salesperson no longer works for the dealership. How big is that list? At one of my in house training dealers they estimated they had over 30,000. Most with no salesperson attached to them.

You work hard for your deals. How would you like to work half as hard for the next one, and make more money?

2. Referral Business.

How do you get referrals? ASK

Ask and ye shall receive.

Seek and ye shall find.

Knock and the door shall be answered.

I don’t make this stuff up! It never ceases to amaze me what people will do if you ask.

So who do you ask for referrals from? Everybody.

When do you ask for referrals? All the time.

I run a web video production company as well as my sales training company.

It started from me doing my own personal videos for training and marketing purposes.

A friend of mine in a different industry saw what I was doing and asked me to do some work for him. Not only did I take the job, but I did it for free. I owed this man, for many reasons. He’s one of my mentors. Someone I would trust with anything or anyone.

This type of human association is worth more than all the gold in the world. More on mentors another time but suffice to say this person did not come into my life by accident.

It felt good to repay his guidance with hard work, a good product and good service.

He has since sent so much business my way I can barely keep up. He has put our business on the map. Now the clients he has referred to us, have begun sending us referrals as well.

We don’t have to look for any clients. We do good work, provide a good service, provide tremendous value, and they just keep coming. I am a firm believer in referrals.

I spoke at the RV Dealers Association Convention this year, because of referrals.

You see it doesn’t matter if your customer buys from you or not, or if they qualify or not.

None of these have anything to do with asking for referrals.

If they buy, tell them thank you, and ask them for referrals.

If they don’t buy, tell them thank you for coming, and ask for referrals.

If they can’t buy, tell them your sorry, and ask for referrals.

I’ve been in the RV business for a long time so here’s a little truth.

I don’t care what other trainers have told you.

I remember going to classes and they would talk about asking for referrals and tell me most everyone would give me a referral. I remember thinking, what planet are you on?

Most people will not give you a referral. Get over it.

I come from the RV sales line and did very well and I know most people won’t cough up a name and number, period. Setting unrealistic and unachievable goals is foolish.

Your job is to ASK EVERYONE. The right way.

Some will, some won’t, so what, next. The few you will get will be worth all the no’s you will ever get.

Referrals have a higher closing ratio ( 6 times the walk in customer ) and usually decent gross profits as well. A warm relationship, an appointment coming in, beats a fresh up any day of the week. It is usually not just an easier sale, but a more pleasant experience for you and the customer alike.

I personally know a salesperson who sells 5+ motorhomes per month without taking any ups because of repeat and referrals alone. He got in one dealership and stayed there.

Check out our Phone Skills PowerPoint Video Training to get more repeat and referral customers with high quality phone skills.

3. Service Drive

This is an untapped gold mine. If you have a service department talk to your sales or service manager and ask how many customers come through the drive in a month.

Depending on the size of your dealership and how long the dealership has been in business, it is not unusual for me to hear numbers like 200-400 per month. Yours maybe more or less but that is not the point. The point is who is out there. Qualified buyers, that’s who’s out there.

Figure out, realistically, how many customers you could touch in the service department per month. As an individual salesperson, taking out the weekends, then your week days you are off. You have about 2-3 days per week to do this. Go meet 1-2 people each day.

You have the time. I know it, you know it. Take action and watch what happens.

Let’s say you meet 5 new people per week. Remember, all you need to do is offer someone a cup of coffee and start a conversation with open ended questions. That’s 20 opportunities per month or 240 opportunities a year you got because you stayed away from the updesk, got off the internet, stopped texting your buddy (who doesn’t pay your bills) etc. If I gave you 240 more opportunities, qualified RV owners, do you think you would make a larger income? The closing ratio on these types of customers is high but let’s say that it was typical of a walk in customer, 10%. That’s 24 deals per year.

Now you do the math. How much is your average voucher times 24? Probably between $8,000 and $25,000 per year. And that is just the service drive.

We didn’t even count the money from repeat and referral business. We do this in our sales training classes in more detail

If you know what you are doing in RV sales you could make a living and rarely take an up.

Work smart and eliminate the frustration. The RV business, regardless of our present temporary economic condition, is a great business that will allow you to take care of yourself and your family, if you Sell On Purpose. If you focus and take action, you just got a big raise.

May the bottom of your pan…. always be yellow.

(That means filled with gold for you city folk ;)

Now Go Sell Something!

gold mining tools

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Russian Bride – Think Twice Before Taking The Big Step

Sunday, March 21st, 2010
Peter Finch asked:

Russian women are romantic and loving, but before starting a long term relationship and taking a step towards marriage with your future Russian bride, be sure that there is a long way to go, before you reach her heart. Be careful not only with traditions or language, but also with personal values such as honesty and pride.

Russians are considered warm and easy going people and Russian women are no exception to this. Russian brides are generally desired because of their natural charm, charisma and the culture they are coming from. Many of them are beautiful women who understand that a good marriage is the perfect solution for their future. They are ready for marriage not only because of pure love, but some practical reasons too.

Quite emotional by nature, women are looking for an exact match, but at the same time their good senses are insisting that love is not everything. To fulfill their dreams they are looking for romantic relationships with people who apart from love, are able to give them something more, such as a good house, household security and to support a lifestyle without any complications.

People who are looking for a Russian bride should keep in mind that the Russian people in general are proud and the women’s self esteem is not an exception to this rule. Men who want to share their life with a woman from that country should know that it will not be easy to adapt to the habits of a new daily life. Women who are ready to leave their family and start a new life with a stranger also have requirements and sometimes these are higher than expected.

However, these requirements can be cleared and any misunderstanding can eventually be eliminated, if the man who is looking for a Russian bride is honest from the very beginning and is sharing not only the good sides of his character, but also things that he knows that later could appear to be problematic for the relationship.

Finding the right foreign bride might sound easy, but at the same time the above mentioned requirements of both sides of the relationship might cause difficulties. Before taking any step into that direction, any man who is dreaming of a fantastic easy going Russian should invest some time in research. Local traditions are important as much as the language barrier.Taking lessons in Russian, studying the customs and trying to understand the psychology of women are some of the ways to prevent any crises by the cultural shock. The net is rich in information in many languages explaining the most important steps for such a relationship. Women are delicate human beings and putting too much pressure on them just to fulfill your dream of a Russian bride sometimes might have negative effect.

Of course, if your time is valuable, you can always hire an agency or a matchmaker who is a professional in that area. There are many people who are well informed regarding the traditions or can help you with some legal barriers. They will also give you advice about the etiquette in the family because if you are on your way of taking a Russian bride, it is always good to know how you should act when you are meeting her family.

Last, but not least, listen to your heart. Have true feelings and be sure that your Russian bride is having them too, and not just using you as a method to ensure her good life.

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