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what is your rv sales process

What Is Your RV Sales Process

If you don’t train your RV sales team then what is your RV sales process?

Just as your favorite, NBA, NFL, and MLB team have a training process, so should your RV dealership.

Your RV sales process is going to be the catalyst that makes you fall short of your sales goals or helps your exceed them.

The better our RV sales people are trained the better they are going to handle are customers.

They will provide better experiences, and leave your customers happy.

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An untrained RV sales person will do the exact opposite, and if your RV sales team can’t handle the “tough to close” RV customer then your dealership is in trouble.

If you’re going to spend your hard earned money and marketing budget to generate leads for your sales team then you need to train your sales team on how to close more sales.

The way to do it?

Train your RV sales team with an efficient and proven RV sales process.

If you don’t have a RV sales process then I would suggest using our online Sell More Live More RV Sales Training program we provide at IMR.

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Your sales process is going to be the reason your sales team makes $50,000 per sale person or $100,000 which is a win-win for everyone.

Without a RV sales process your sales team will be wasting time with your customers.

They won’t be interviewing and qualifying properly, which in turn means they will show your customers the wrong RVs.

When your sales team shows the wrong RVs, don’t know how to close, and have no process to follow, they will be inefficient.

One deal will take 8 hours, while another will take 16 hours, all while you want them to get a deal done in 2 hours.

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Efficient processes come from daily training, and if your sales team isn’t training then get them on the Sell More Live More RV Sales Training Program.

I personally used the Sell More Live More RV Sales Process to make $100,000+ in RV sales annually and so can you or your sales team.

When you have a sales team of closers, your sales goals will get smashed month after month.

When you have a sales team that is inefficient and untrained then you will be wasting your dealerships time, money, and marketing budget.

Which one sounds better?

Smashing your monthly sales goals month over month or wasting your time, money and marketing budget?

If I had to guess I am sure you choose smashing your sales goals so start training your RV sales team daily and watch how many more RVs they sell!

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why rv sales training is so important

Why RV Sales Training Is Important

It’s not hard to see why RV sales training is important.

With the amount of competition in the RV market, it is hard to close a RV sale.

Your customers are looking at RVs they don’t “need” but rather they “want”.

Your RV customers have a mortgage, 2 car payments, kids, bills, and everything else, now you want to ask them to buy a RV?

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These things, among others, can make it hard to close an RV sale.

It makes it even tougher if you aren’t training your sales team on how to close these unique customers.

RV salespeople are thrown to the wolves on a daily basis and they aren’t always trained on how to deal with your RV customers.

The result?

Your sales team burns your RV customer leads and your revenue goals pay the price.

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These RV salespeople go into their RV sale blind, talking to your RV customers without training and losing your dealership customers.

When you multiply this for every day of the year, it gets gut wrenching.

By increasing the efficiency of your RV sales process by just 20%, an RV dealer that sells 400 units a year can instantly go to 480 RVs in the following year.

This means that if your RV dealership makes an average of $2,000 a RV then you would make an extra $160,000 for simply being more efficient at your RV sales process.

By focusing on training and getting your team better at handling your RV customers, everyone wins.

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Your dealership makes more money, your sales people make more money, and your customers are happier.

When you don’t train your RV sales team, you will have less profit at your dealership, low earnings for your sales teams, and customers who are disappointed with their experience.

Taking all this into account, you can see how sales training is important if your goal are higher profit and happier customers.

So why don’t you take your sales training seriously?

Is it because there are no good programs for an RV sales person or dealership?

Probably…

When I was in RV sales, I found this to be true.

Get RV Sales Training That Was Created For The RV Customer

I scoured the internet looking for a program that would help me make 6 figures in RV sales, but I couldn’t find anything.

I could find car sales training programs, but what I knew was the RV customer is different and I needed RV sales training.

So what did I do?

I created my own RV sales process using my 15+ years of sales knowledge.

I then used that RV sales process to make 6 figures and become top 8 in the nation for Salem Hemisphere RV sales.

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After leaving RV sales, I still wanted to help RV sales people who were in the same boat as I was.

Sales people who wanted to make 6 figures in the RV industry, but didn’t know how to close a RV customer.

I wanted to help those sales people who were looking for RV sales training, but couldn’t find anything.

That is when I decided to record the Sell More Live More RV Sales Training Program.

The Sell More Live More program is the best online program for RV sales people and teams, period.

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The reason?

Because it has been tested and forged in the RV industry around RV customers and has produced 6 figure earnings in RV sales.

RV customers are very unique and only a true RV sales process will help your RV sales team close these kind of customers.

introducing yourself in rv sales

Introducing Yourself In RV Sales

Introducing yourself in RV sales is a big deal.

Your customers are judging you from the very second they see you and if you mess up the introduction, it is hard to sell a RV.

When introducing yourself in RV sales, there are two things you must do.

  1. Explain your buying process
  2. Set your intentions early

These two things are crucial for your RV sales introduction because it lowers your customers defenses.

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The truth is, customers don’t always enjoy sales people.

Some salespeople waste time, push customers into the wrong RVs and don’t help them make good decisions.

I am sure you can understand why some customers don’t like salespeople so we have to be different.

We have to show our customers that we’re not like those other salespeople and that we are here to take care of their needs.

The way to do this, explain your buying process and set your intentions early so your customers have no surprises.

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To explain your buying process this is how it should go:

Sales – “Welcome to XYZ dealership, how can I help you?”

Customer – “We came in to look at some RVs so we can find the floor plan we like, can we go out to the lot and start looking?”

Sales – “Ok great, we have a lot of great floor plans so I am sure we can find you the perfect RV but let me ask you this, have you ever bought from our RV dealership before?”

Customer – “No, we’re just starting to look and saw you had a lot of inventory so we wanted to come walk around your lot and look at floor plans.”

Sales – “Ok great. The way we do business at XYZ dealership is first, we sit down and ask you questions. This way we can learn about what, when, where, why and how you will be using your new RV. Once I understand your exact needs, I will look at my inventory and make sure we have a RV that will accommodate you. If we do, we will go out to the lot and take a look at 1-3 RVs that fit your needs. Next we will come back inside and I will show you the numbers and give you a ball park monthly payment so you will have all the information you need to buy a RV from us. If we have the perfect RV at the right price, then you will buy it. If we don’t have the perfect RV here today, then we will keep looking till we find a RV that is right for you. Does that sound fair enough?”

Customer – “Yes, that sounds fair.”

Sales – “Ok great. Follow me (walk to office and sit down).”

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As you can see, in this introduction I did two things.

I explained the dealerships buying process, and I set my intentions early by saying, ” If we have the perfect RV for you at the right price, then you will buy it. If we don’t have the perfect RV here today, then we will keep looking till we find the RV that is right for you, and you will buy that one. Does that sound fair enough?”

This way the customer understands what process they will go through and that they will buy a RV from you today or when you find them the perfect RV.

An introduction like this will set up your whole sales process, so make sure you have a strong introduction!

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train your rv sales people

Train Your RV Salespeople

As a RV dealership you have to train your RV salespeople.

Selling in both RV and car dealerships, you see the difference in how dealerships train their salespeople.

Most dealerships are pretty good about getting leads for their sales teams, but not all of them are good about training their sales teams.

In a RV dealership, marketing and sales have to work together to generate a sale.

If marketing is generating good customer leads, and your RV sales team isn’t closing deals, than someone has to be held accountable.

That someone, is your sales training!

Train Your Sales Team To Close More RV Sales With The Sell More Live More RV Sales Training Program

In the car industry it is common to have sales training programs and trainers for a sales team.

In RV dealerships, it doesn’t seem to be the same.

It feels more sink or swim.

Like you’re being thrown to the wolves.

Now, a lot of sales jobs are this way, but I think it would be more beneficial to start training our RV sales people.

Start giving them ways to navigate the hard sale of the RV customer.

RV sales aren’t like car sales.

Customer’s don’t need a RV like they need a car, so you can’t jam them into a deal.

Instead, you have to learn how to conjure up your customers true emotions and wants, and then close on their emotions.

This one thing alone will help you close more RV sales…

Train your RV salespeople!

Have Your RV Sales People Closing Towards Emotion With The Sell More Live More RV Sales Training Program

If your RV sales teams lack training it will show in their RV sales process, and you will miss RV sale after RV sale.

Do your RV dealership and your marketing team a favor by training your salespeople.

Either having your sales manager holds daily training’s or implementing the Sell More Live More Sales Training Program, you have to start training your sales teams one way or another.

RV sales are hard, and your sales people could be closing more of their RV deals if they had daily RV sales training.

Just as Kobe Bryant, LeBron James, and Tom Brady train to be the best, RV salespeople should too.

Start training your RV sales teams and watch how many more RVs they sell!

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how to sell rvs at a rv show

How To Sell More RVs At A RV Show

Selling at a show can be difficult and different and as a RV sales person, you need to know how to sell more RVs at a RV show.

Some RV dealerships sell their units from their dealer locations and online, while other RV dealers sell at their locations, online, and at RV shows.

But what is the difference from selling RVs at a RV show and selling them at the dealership?

The biggest difference with selling RVs at a show rather than your dealership is you have A LOT of foot traffic.

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Some customers come to the RV show to look at the new units while others come to the show for entertainment.

The customers that we need to pay attention to are the customers who come to the RV show to get the best deal of the year on a new RV.

The problem?

It’s hard to distinguish which customers come to the RV show to buy and which ones come just to look at units.

If you spend your time with customers who are just looking at RVs and have no intention to buy then you won’t have a great show.

On the flip side, if you know how to look for buying signals in your show customers and talk to the right customers than you could have the RV show of a lifetime.

But how do you do this?

What buying signals can you see in these RV show customers?

What do RV show buyers do that looky loo’s don’t?

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In this blog you will learn how to identify buying signals from RV show customers so that you can spend more time talking to the right customers and less time with looky loos.

Here are a few strong buying signals from a RV show buyer:

  1. Buyers inspect the RV while lookers walk through the RV.
  2. Buyers ask financial and money questions while looky loo’s don’t.
  3. Buyers will sit in and discuss things about the RV for long periods of time while looky loo’s will walk through unit after unit with no purpose.
  4. Buyers will inquire with their kids and significant other about how your RV will meet their needs, while lookers will point out “cool features”.
  5. Buyers will ask towing capacity and truck questions about the RV while lookers will ask basic questions.
  6. Buyers will compare your RV to others in the show so they can decide which is the best RV for them to buy.

Buyers Inspect The RV While Looky Loo’s Walk Through The RV

When you’re selling at a RV show, talking to the right customers makes all the difference.

If you waste time with the wrong customers and let the buyers walk past your section then you’re going to have a tough RV show.

One thing to watch for with your RV show traffic is for the customers inspecting your RV.

If you see a couple, or a person walking quickly from one RV to the next, they’re more than likely just looking.

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The customers who are at the show to buy, are usually looking for a specific floor plan, and when they find it, they inspect the RV to see if it will work for them.

They look at the beds, open all the cabinets, and inquire about all the features.

They look at all the storage, compare the counter space, and look for all the features the need in their next RV.

Be sure to pay attention to the RV show traffic that are inspecting your RVs, because this is one of your buying signs.

Pro tip on how to sell more RVs at a RV show – don’t stop talking to buyers!

Buyers Ask Financial And Money Questions While Looky Loo’s Don’t

Be careful of the looky Loo’s because they will waste your time and the last thing you want is to waste time while you’re selling at a RV show.

Looky Loo’s will walk from RV to RV and ask basic questions or point out “cool features” while show buyers will ask finance and money questions.

If you have a RV show customer asking questions like, “How much will this RV cost me in a monthly payment?” or “What kind of term can you get on this RV?”

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If your RV show customers are asking you money and finance questions, then you have a good chance that you’re speaking to a RV show buyer.

Use these money and finance questions to move your RV show customer to a write up and a close.

When customers start asking money and finance questions, they’re getting ready to buy a RV and you don’t want to miss the buying signs.

Buyers Will Sit In And Discuss The RV While Lookers Go RV To RV

Ever seen a family sitting in your RV during a show and not talk to them?

This could of been a mistake, because buyers will sit in the RV with their family and friends and discuss how the RV will work for their adventures.

You will see the kids in the bunk house, claiming their bunks.

You will see the adults sitting on the couches and dinettes discussing the storage and where the coffee pot will go.

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These are signals of a RV show buyer and you need to pay attention to these.

People who are at a RV show to look, will go from RV to RV in a rather quick fashion.

While the RV show buyers will hang out with their friends and family and discuss how your RV will meet their needs.

RV Show Buyers Inquire About The RV With Their Kids And Significant Other

When you see parents asking their kids how they like the bunk house or if they have enough room in the living area, this could be a RV show buyer.

Your typical RV show looky Loo’s are simply there to look at features and different RVs.

They are going from a bunkhouse to a couples unit, and then from a motorhome to a fifth wheel.

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Your RV show buyers are taking their kids into only bunkhouses, and asking their kids what they think about the RV.

They will ask their significant other if they have enough storage, or if the RV is missing anything that they need.

When RV show customers are doing this, you have some buyers and you have to be able to recognize these buying signals.

Buyers Ask About Towing Weight And Have Truck Questions

As RV salespeople know, you can’t buy a RV if it won’t work with your tow vehicle.

When RV show customers are walking from RV to RV and never inquiring about weights or trucks, they usually have no intention to buy.

A RV show buyer will be asking questions like, “How much does this weigh?” or “Can you pull this RV with a half ton truck?”.

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Questions like this from your customers show that they have intention of maybe pulling this RV.

It shows your customer is curious about their truck and how your RV will feel behind it.

If customers are walking in RV after RV and asking questions about the “cool features” but never asking weight or towing questions, you may be with a looky Loo so you better be able to know the difference.

RV Show Buyers Will Compare Your Unit With Other RVs In The Show

When you have RV show customers who are making comparisons with your RV and a couple other RVs then you’re probably with buyers.

People who come to you and ask questions about this RV compared to a different brand, and compared to a different price, you’re with RV buyers.

These are the show customers that you need to pay attention to because they are the customers that are going to buy.

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When your customers are comparing 2 different units, they’re at their final buying stage and you have to close on this.

If they’re in your RV and comparing it to another and you let them leave, it might be the last time you see them.

You have to make sure to go for more than 5 no’s when these customers are in your RV because its time to close the deal.

Pay Attention To These Buying Signs To Sell More RV Show Units

When selling at a RV show, these are some of the buying signals that will help you not waste time.

Wasting your time at a RV show is the worst thing you can do, because you only have the allotted hours of the show to close RV deals and a RV show can make or break your sales year.

Make sure when you sell at your next RV show, that you pay attention to these buying signals and you will sell more RVs!

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the best way to close a rv sale

The Best Way To Close A RV Sale

The best way to close a RV sale is not to beat your customer over the head with rebuttal after rebuttal.

It might work in the auto industry, but when it comes to RV sales, it won’t get the job done.

The truth is, RV customers are looking at a RV for emotional reasons.

They aren’t looking at a RV for the newest LED awning lights, or the top of the line leveling system.

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Your customers are looking at a RV because they want to create memories with their family and friends.

They are looking at RVs because their current problems aren’t being solved.

Maybe they are camping in a tent and hate sleeping on the ground.

Or maybe, their family is growing and they need more beds.

On the other hand, maybe their family is getting older and now they’re looking at couples RVs.

Maybe your customer has had a pull behind for the last 10 years and now wants to start traveling in a motorhome.

There are a million reasons or problems your customers are looking to fix with your RV, but 1 truth remains the same.

Your customers are buying a RV because they want to fulfill their true desires; traveling, camping, and creating memories with their family and friends.

This is the best way to close a RV sale.

Use The Sell More Live More Sales Training Program And Start Learning Your Customers True Needs And Wants

All too often RV salespeople get caught in pitching things to their customers like the outdoor kitchen, LED lights, beds, and other features of the RV.

What sales people don’t do is get context and ask questions on why their customers are looking at RVs.

What problems they’re currently having at the campground with their current option.

They never ask where they plan to travel and what they want to do in their RV or even how many people will be on these RV trips.

They don’t learn what their customers deepest desires are or what big problem buying a RV will solve for their customer.

Most sales people simply pitch feature after feature till their customers leave, and yet they’re still curious why their customers are “lookers” for 5 years running.

If you want to start closing more RV sales, start learning what makes your customers tick.

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Learn what they will be using their RV for, and how they will be using it.

Ask questions on why owning a RV is important to them and figure out what desires they will be fulfilling by purchasing a new RV.

When you get past surface level with your customers you will have a much higher chance to close the deal because customers buy on emotion and justify with logic.

This is why the best way to close a RV sale is by using your customers emotions against them.

Ask them things like, “Why do you want to keep waiting on your dreams and creating memories with your family and friends when you could buy the RV today and start living the life you really want to live? Sign here.”

Or something like, “Why continue to look for RVs year after year and while never buying one? Time is one thing you can never get back and by not buying the RV today you’re just wasting time that you will never get back. Buy this RV today and start living the life you want to live instead of putting it off another year.”

Just in these 2 examples you can see how I am not using features to close the sale.

I am strictly going for a close using my customers emotions, and this is the best way to close a RV sale.

Stop being an amateur and start using emotion to close more RV sales!

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How To Overcome Any Objection In Sales

Salespeople who know how to overcome any objection get paid the big bucks.

The problem is, overcoming objections is one of the hardest things to do in any industry.

Creating new revenue for your company, and closing a customer is never easy, and it gets harder the more expensive your product or service is.

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But what separates the good sales people from the ones who quit and go back to whatever they were doing before?

Are some people just built for sales while others are not?

Why can some sales people get over objection after objection, while others get rejection after rejection?

The answer; their sales process.

The best sales people have trained, developed, and went through deal after deal to learn how to overcome any objection, and it usually comes with time.

Some sales people quit before they learn how to do it, while others fail deal after deal till they figure it out.

The smart sales people, look for articles and training courses like this and shorten their learning curve so they can close deals more efficiently in less time.

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After 15+ years in sales, I have learned the best way to overcome an objection, and it is to not meet it the objection head on.

Nobody likes that 80’s style, used car sales person who has a rebuttal for everything.

Customers in today’s day and age want sales people who truly care about their needs and wants, not a salesperson with a pocket full of rebuttals.

If you don’t want to be that used car sales person that everyone hates then pay attention.

The best way to overcome an objection is to “hear what they are saying”, and suggest why their objection is holding them back from what they truly want.

So if you learn your customer has come to look at motorhomes because they want to travel and build memories with their family and friends, you use the fact that they want to travel and build memories with their family and friends to overcome their objections.

So to give you an idea of what I mean, here is an example dialogue of how you would use this to overcome objections:

Customer – “I will eventually buy a motorhome but I need to think about it a little more.”

Salesperson – “I hear what you’re saying, but let me ask you this. Why continue to postpone your travels and building memories with your family and friends when you could buy this motorhome today and start living out your dreams.”

Customer – “Well I understand that, but I still need to check my finances, and make sure I can even buy a motorhome.

Salesperson – “I hear what you’re saying but you can’t take your money with you. Your family and friends are only getting older as time passes, and who knows how much more time you actually have left to create memories with your family and friends. This motorhome is only $500 a month which is pennies when you compare the memories and time you will spend with your loved ones in your new motorhome. Stop waiting on your dreams and buy the motorhome today.”

Customer – “Well $500 is still a lot of money, and I have to check with my significant other to see if they would be ok with $500 a month for a motorhome.

Salesperson – “I hear what you’re saying and it is important to have your significant others blessing in anything you choose to do. I know you mentioned that your significant other wanted to build memories with your family and friends as much as you do so I am sure that they will agree that $500 is pennies in comparison to the memories and time you will be spending with your family and friends. Lets do this, sign right here saying you’ll buy the motorhome today and we will make the deal contingent on your significant others approval. If your significant other says its a no-go, then we will tear up the contract, no harm no foul, but I am confident that this motorhome is exactly what you 2 need to start living your dreams and traveling with your family, and I am sure your significant other will feel the same way. Sound fair enough?”

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Customer – “You’re probably right, my significant other wants this motorhome more than I do, but honestly we were planning to buy one next year.”

Salesperson – “I hear what you’re saying but why wait another year? You both want a motorhome, you both want to travel and create memories with your family and friends. Why wait another year to start doing what you truly want to do when you could buy this motorhome today and start creating memories with your family and friends, you only live once, sign right here.”

Customer – “You make good points, but I really just don’t want to buy it today.”

Salesperson – “I hear what you’re saying but the honest reason you don’t want to buy the motorhome today is because you think you might regret the purchase, but let me ask you this. What do you think you will regret more at the end of your life? Spending $500 a month to travel and create lasting memories with your family and friends or saving $500 a month and never getting to travel and create those memories with your family and friends? Stop torturing yourself year after year and buy this motorhome today so you can start building those memories and living with no regrets.”

Now by this time, your customer is usually closed if you have them on the right product/service but I think you get the point.

We could go on and on with their objections using this method and all we are doing is putting the purchase back on the customer.

We’re saying, I hear your objection and it makes sense, but you can start living your dreams today, why wait?

We’re playing to our customers emotions and getting them to realize that this motorhome is a solution to their problem. That this motorhome is going to help their family travel and create memories, which is worth more than money, so why keep waiting?

We are putting into perspective that this product or service, is what they need to live a better life, and why would you wait on living a better life?

When you overcome objections in this way and stop meeting them head on, your customer will respect you more.

They will see you as a salesperson who actually listens and who actually cares about solving their problems.

They will see you as a salesperson who is there for their needs instead of just there to make a sale, and it will make a huge difference.

Stop being a rebuttal master and overcome objections in the way outlined above, and see how many more of your deals start closing.

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How To Approach Customers At Your Dealership To Make Six Figures

Although you think it should be easy, learning how to approach customers at your dealership to make six figures it isn’t always the easiest task.

Customers have gotten into the habit of telling sales people, “I’m just looking, I’ll find you if I need help”, and a lot of the time there goes are opp. 

Time and time again, dealership sales people are trying to handle this problem, and some of them are failing.

The best way I’ve learned how to approach customers at your dealership is with a repeatable and purposeful sales process

Get An Approach That Works

In my opinion, the sales process that works the best and one of the reasons I made 6 figures when I was in dealership sales is outlined out below:

The 2 main things you want to accomplish in your greeting is to set your intentions early, and to lay out your buying process. The reason you want to do these 2 things is because your customers are scared of the unknown. 

People like to have a process and they like to go through a process that makes sense. 

Just as people have a process for their daily hygiene, work, kids schedule, and everything else, they want to follow a process when they purchase from a store. 

Most sales people don’t lay out their process in their greeting and it’s hurting their sales. 

Try This Approach With Your Dealerships Customers

Most salespeople will typically say, “Hi, welcome to the dealership, how can I help you?”.

Where the customer will return with, “We’re just looking”.

Next the sales person usually says, “Ok, let my know if you need any help.”, and they walk away. 

Instead of using the traditional greeting above and getting no where, try something like this; 

Sales Person — “Hi, welcome to our dealership. What can I help you find?” 

Customer —  “Nothing, we’re just looking”.

Sales Person — “Ok great. Have you ever purchased a unit from our dealership before”?

Customer — “No”.

Sales Person — “No problem. The way we do business at our dealership is we are a one price dealer. This means we don’t haggle and negotiate our prices. What we like to do is sit you down and ask you some questions about how, what, and why you’re looking for a new unit. Once we have a good idea of the type of product that will fit your needs exactly, we will take a look at our inventory and see if we have anything that lines up. If we don’t have anything that fits your needs, we won’t ask you to buy anything. If we do have a product that will fit your needs, then we will take it on a test drive and I will demo it for you. After the test drive and demo, we will come back in the store where I will put the numbers on paper for you. This way, you will know exactly what it will cost to buy the unit today. If the price lines up with what you’re looking to spend and the product meets your needs, then you will buy the car. If not, no big deal, we will keep looking till we find a unit that fits your needs perfectly. Does that sound fair enough”?

Here’s Why This Approach Works In Dealership Sales

By greeting your customer in this way, you’re doing a few different things.

  1. You get rid of the unknown in your sales process and tell them exactly what they will go through to do business with your dealership.
  2. You get a round about micro agreement from your customer to go through the sales process from the very beginning. 
  3. You set up the interview and qualify process by telling them you’re going to sit them down and ask who, what, and why they’re looking at new units while getting another round about micro agreement to go through the interview and qualify process.
  4. You set up the write up by telling them after the demo and test drive, you’re going to sit them down again and go over the numbers with them.
  5. You get another micro agreement to buy the unit if it fits their price and needs, and yet another micro agreement to keep looking with you as their sales person for the right unit if the first one you show them isn’t the exact unit they end up buying. 
  6. When you say, “Sound fair enough?” at the end of your greeting, your customer almost has to say “Yes, that sounds fair”, which is another micro agreement to go through your sales process AND buy the unit that is right for them when you find it.

Now, if you sit back and examine this greeting you will see a lot of purpose. You get multiple micro agreements to not only go through your sales process, but to buy the unit if it meets their needs and price. You lower your customers defenses by giving them a clear cut path on how you do business so you assure them you are not wasting their time. In addition to this, you show your customer you care about their needs by explaining why it is important to go through the sales process with you. (so you can get them the perfect unit that will meet all their needs)

After you implement a greeting like this and finish with “Sound fair enough”, you will find it is easier to get a good interview/qualify. You will find it is easier to present you customer numbers in a write up, and you will find it is easier to close the deal. 

Try a greeting like this at your dealership and stop being scared of approaching your customers. 

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My Dealership Sales Process That Helped Me Sell Unit After Unit

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One big mistake sales people make, and quite frankly, a lot of sales people make; they change their dealership sales process with each and every customer.

You should have a process that you use time and time again with the intentions of forever making your sales process better. When you have a true sales process that you use with every customer, you have a tangible process you can improve on. If you change the sales process with every customer, than you have nothing to improve, and that will cost you deals!

This dealership sales process I have created and used is customer centric, time centric, and is designed to close a sale in the shortest time possible. This sales process is designed to figure out your customers true needs, this way you can close the deal the first time and create customers for life.

My Dealership Sales Process in a nutshell:

The Greeting

  • Introduction

No matter if you’re taking a walk-in lead, a phone up, or following up with an internet lead, you have to make a good first impression. When you walk up to your customer, answer the phone, or call a prospect make sure you bring energy and tonality to the conversation.

Don’t be just another boring jack they meet everywhere else. Get them excited to be at your dealership and show them you care by giving them your attention.

One big mistake sales people make during the introduction is they want to talk news, sports, and weather and think this is building rapport. Don’t be that sales person! Build true rapport with your customers by showing them you’re an expert in your field and focus on the reason they stopped at your dealership… to get their needs met with your units!

Introduce yourself with confidence and say something like, “Welcome to Dealership Name. What can I help you with today?”

This intro is short and sweet but it tells your customers that you’re ready to help them with whatever they came to the dealership for and they will respect that.

They will reply back with some of the reasons they came to your dealership or they will reply back with objections but either way your response is the same, ask them, “Have you ever bought from our dealership before?”

The reason you’re asking them this is because you want them to know the buying process at your dealership and you’re setting them up for the next step in your sales process.

  • Setting Intentions Early

If they say yes or no, you will go into the dealership sales process by saying something like, “Here at Dealership Name we like to make sure our customers get the right unit the first time and we price our units to sell so we don’t haggle and negotiate. First, we sit our customers down and learn exactly what they’re going to be using their unit for and what they need in their new unit. Once I learn more of what you will be using their unit for, I will then be able to show you a couple different units that will fit your exact needs. Next, we will go out to the lot and I will walk you through the units that will best fit your needs. After we walk through those units we will go inside and I will show you on paper what those units will cost if you wanted to start camping today. If we find the perfect unit for you and the numbers line up with your needs, then we will buy it. If I don’t have the right unit today, then no big deal, we will just keep looking till we find the perfect unit. Does that sound fair enough?”

Most of the time your customer will say, “Yes that sounds fair,” because it is a fair process.

For the times your customer says, “No, that don’t sound fair,” you will want to loop back and explain why this is your process.

You might say something like, “I hear what you’re saying but the reason we do it this way is because we have hundreds of units on our lot and not all of them will fit your needs. If you allow me to learn more about what you’re looking to accomplish with your next unit, I will be able to show you units that will fit your exact needs so you don’t have to walk around the lot wasting your time. Does that make sense?”

Most of the time your customer will say, “Yes that makes sense,” because who in the world wants to waste their own time? By telling your customer why you need to take them to your office and interview them and explaining why it will benefit your customer it will get them to trust you more and it will get them lower their defenses.

  • Explanation of buying process

The reason you are explaining your buying process and setting your intentions early (them buying the perfect unit) is because you want them to be comfortable with the process and know before hand what they’re about to experience. People don’t like the unknown and by telling them the process before you take them through it, your customers will be more at ease and they will subconsciously agree to go down the path you want them to.

The truth is, this sales process is fair for the customer and the sales person and only an irrational person would say otherwise.

This dealership sales process is designed to get the customer the unit that fits their exact needs and is a quick and efficient process for a sales person, because in sales, time is money.

By having a fair process for both the sales person and the customer you’re showing that you’re an expert in your field and that you can get them what they want without giving them the run around like the amateurs at other dealerships are giving them.

By asking, “Sound fair enough?”

You’re making your customer agree with you that your sales process is fair and at that moment they subconsciously agree to let you take them down that process. This is a huge advantage because now you can take them down your sales process with little push back from your customers.

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After your customer agrees that your sales process is fair, you will want to take them to the office that you will try to close them in, and not to the table in the middle of the show room.

Taking your customer to your office is important because you don’t want the first time they’re in your office to be when you’re closing them.

By taking your customer to your office for the interview they will feel more at ease with being in your office. This will help you because when you bring them back to close them, they won’t feel that “O shit, we are going to the box” feeling. Your customers will see your office as a just another place in the dealership and that will make them more comfortable in the close.

Bottom line, interview them in your office!

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Interview

  • Trade

The first thing I like to talk about with my customers is if they have a trade or not. The reason I like to start at a trade is because you can learn a lot about your customers from their trade.

By asking questions around the who, what, when, where, why, and how method you can get a lot of good info from your customers, ask them questions like:

  • How much did you pay for your trade brand new?
  • How much do you think your trade is worth?
  • What things do you wish you could of changed about your trade?
  • What things did your trade do that you want the new RV to do?
  • How long have you had your trade?
  • What is the monthly payment for your trade?
  • How do you use your trade now?

By asking questions in this fashion you will learn a lot of information that you will need to know to close the sale. You will learn what they paid in the past which can give you an idea of what they can afford today. You can learn what their monthly payments are/where so you don’t show them too much of a unit. You can learn what they hated about their trade and what about their trade didn’t meet their needs and help them fix these issues.

The list goes on for what you can learn from their trade so make sure to ask a lot of questions!

  • Who, What, When, Where, Why, How

After you learn everything you need to know about their trade, you will want to use the who, what, when, where, why, and how method to ask them questions about how they will be using their unit and why they want a unit. Knowing your customers true wants is the key to finding your customer the perfect unit and getting them to buy today so don’t skip out on the interview!

Ask your customers questions like:

  • Why do you want a new unit?
  • What will you be doing with your unit?
  • Who will all be going with you and using the unit?
  • What places do you want to go with your unit?
  • How will you be using your unit?
  • What do you want to do while using your unit?
  • When will you be using your unit?

These questions are opened ended and are designed to get your customers talking about their true wants and needs so you can sell towards their rewards. Customers won’t buy your product till their perceived value of your unit is more then what they’re willing to pay for it, so you have to build value!

The only way to add value to your customers lives with a unit is by selling towards the reasons they want a unit.

In my experience the real reasons people want a new unit is because:

  • They want to build memories with their kids before they get older.
  • They want to travel with their spouse and see the United States.
  • They want a weekend get away they can hang out with their family while they’re not working.
  • They are having problems with their current unit and it is not meeting their needs.
  • Times have changed and they need a new unit to meet their new needs
  • The unit they’re in is giving them troubles and they need something new

There are many different reasons customers want a new unit so make sure you ask them enough questions to figure out their true reasons and don’t just sell them brochure language.

No customer is buying your unit because of the new features or power tongue jack. They are buying a unit because they want to travel, go on adventures, and create memories with their families. Show your customers how your unit can be the vehicle to help them do this and they are much more likely to buy a unit from you.

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  • Get Answers To Hard Questions

Some sale people will let their customers control the whole process and every conversation. They will ask them what their credit score is and the customer will say, “Oh, its great don’t worry about it,” and the sales person will just keep moving forward. Or you may ask them what their budget is for a unit and they might say, “Money isn’t a big deal I just want to look at some units,” and again the sales person will let them control the sale.

As a sales person you have to be willing to take control over the sale and you have to get answers to your hard questions. When a customer blows off your questions, learn how to ask again till you get your answer, because that is controlling the conversation.

For example, if a customer tells you, “My credit score is awesome, don’t worry about it.” I will typically come back jokingly with, “Nice, so you have what, a 550 credit score?”

Most of the time the customer will say something like, “No way man, I have a 750, I got that good credit.”

By getting the answer to a harder question, it helps build trust and rapport with your customers. If you let them brush off your questions they will have control of the sale and when you try to close the deal they will brush you off as well, so make sure you’re getting answers to your questions.

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Product Demo

  • Don’t show too many units

A big mistake a lot of sale people make is showing a customer too many units. I have even seen some sales people let their customers walk them around the lot showing them every unit their customers walk in to. This is not the way to do it!

Don’t waste your time or your customers time and make sure you interview your customers before letting them walk the lot or showing them units, because without a good interview it will be a lot harder to close the deal.

After your interview is where product knowledge will come into place because you need to pick out 2–3 units that will fit your customers exact needs and walk them through only those units.

When you give customers too many decisions they will start to get confused and it will paralyze them from being able to make a decision today.

If you do a good interview and go more then surface level with your customers in that interview; you should have the information you need to show them the perfect unit.

If you end up showing your customers the wrong units over and over again, it is because your interview process is weak and you need to get better at interviewing your customers.

Your goal is to get to a point where you can listen to your customers true needs, show them 2–3 units, and get them to close on one of those units in the shortest time possible.

  • Feature & Benefit Towards Customer Rewards

When showing your products, don’t just spit out what you read in the brochure and make sure you’re selling towards your customers rewards.

What this means is don’t just tell people that your unit has a power awning. Tell them something like, “This RV has a big power awning, so that when you and your family are ready to enjoy those meals you talked about. You will also have a nice big shaded area right outside of your RV to eat under. Your family will create a lot of memories under that awning.”

By giving the features along with benefits tailored at your customers rewards they will connect more with the purchase and start to see your unit as a vehicle that can solve their problems and help them do what they want to do.

Customers don’t care about the features if they don’t add rewards and value to their life. For this reason, make sure you’re selling the features along with the benefits your customers get from your units and how it will add value to their life.

Remember a unit is a want, not a need. Sell towards peoples wants and you will close more unit sales!

  • Trial Close Throughout Demo’s

While you’re showing your units, be sure to use trial closes during your demo.

What this means is to ask your customers throughout the demo if they want to buy that unit. Some sales people get in the habit of always showing 3 units when they wanted to buy number 2 and it might cost you some sales.

If you use a trial close on the 1st unit by asking, “Is this the perfect unit,” and the customer answers with, “Yes.” Move them to the next step and take them to your office.

When a customer is ready to purchase, you don’t want to continue to show them more units because it will only make things harder and confuse your customer.

Remember you’re the expert and the reason you’re showing these specific units is because you know they will fit your customers needs, so if they want to buy the first unit you show them, write them up on it!

Showing more units then you have to will only hurt your sales so use trial closes often to learn what unit is the right one for your customers and then close the deal!

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Some trial closes:

  • Is this the unit you want to buy?
  • Want to see what this unit would cost to own?
  • Want to see the numbers on this unit?

When a customer is ready to move to the next step, take them to your desk and move to the write up.

Write Up

  • 100% Write Ups

One goal you should have as a sales person is to write up 100% of your customers. For every customer lead, internet lead, e-mail lead, whatever kind of lead you’re getting, you should send a write up to every customer.

The fact is, without a write up, a sales person will never make a sale. You will have some sales people show unit after unit and never get their customers to paper and it is a waste of everyone’s time. By using this dealership sales process and setting your intentions early, your customers will be ready for you to show them the numbers and will be happy to sit down with you.

For the customers that give you objections, a good way to get them to look at the numbers is by explaining,”I know this unit will fit your needs and before you can make an educated purchase on any unit you need to know what it will cost you. Let’s take a look at the numbers for this unit, this way you will know exactly what this unit will cost you so you will have all the information you need to make a decision. Sound fair enough?”

By showing your customer that you’re helping them make the best decision possible and giving them the information they need to purchase a unit will help them trust you.

If your customers signs the dotted line or they don’t, simply by getting 100% of your customers to the write-up you will sell more units.

  • Don’t Go Back To Selling

A big mistake sales people make time and time again, is they go back to selling once as they’re trying to close.

During the write up and as you ask for the sale you should be done selling. The unit they choose to look at numbers for is now the vehicle that can bring them unlimited rewards and solve their problems and that is what you should focus on to close the deal.

Selling features will not help you in the write up or in the close so make sure you’re staying away from selling features and focus on your customer rewards and why they want a unit.

Stop going back to the features and focus on closing the deal!

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Close

  • Go For 5 No’s

You can expect your customers to tell you, “No, I am not buying a unit today.” or “I am looking at units today because I am buying one in 5–10 years.”

If your customers weren’t giving you these objections then they wouldn’t be normal dealership customer.

However, these objections don’t mean they will not buy from you today if they see enough value in the units you show them.

When a customer tells you, “No, let me think about it” or “No, I am not buying today” I will reply back with,”I hear what you’re saying, but let me ask you this. Do you like the idea of owning a RV and building memories with your family? (or whatever customer reward is strongest)”

By doing this I am putting it back on the customer and showing them that waiting isn’t needed and that their dreams can come true today if they want them to.

As the customer may reply back with,”Yes I would love to own a RV, but its not the right time for a RV and we still need 5 years before we are ready to buy.”

You can loop back and use the same approach,”I hear what you’re saying, but why make your family wait 5 years to build memories when you can start building them now? I know you say you want to wait for 5 years, but if in 5 years you end up regretting that decision you can’t reverse time. If you buy this RV today you can start building memories with your family and living the way you want, and that will be something you will always take with you. Sign right here if you want to start building those memories and buy this RV.”

If your customer still says, “No, I really need to think it over and talk to my significant other and so on.”

You simply loop back by saying, “ I hear what you’re saying but,” and go for 5 Nos.

Getting in the habit of going past the first no and going till you hear at least 5. Doing this will make sure you don’t miss out on sales and it will also make sure your customers understand what they’re missing out on if the choose to not purchase your unit.

If you’ve done your job and the unit you’re showing them is the solution to their problems, who wouldn’t want to start enjoying life in a new unit?

The reason they came to your dealership today, instead of in 5 years is because they’re thinking about it now. For all we know, they won’t even be around in 5 years and them waiting around would be yet another mistake, so make sure they buy the perfect unit today.

Get in the habit of hearing “No”, before your customers will tell you “Yes” and you will sell more units.

  • Close Towards Customer Rewards

The biggest mistake you can make is not selling towards your customers rewards. Features of your units will never sell the unit and neither will a low balled price.

The truth is, people come to look at units because they’re looking for something more in their life and often times it has nothing to do with money or your shiny new features.

Customers are looking at units for their own reasons and closing towards these reasons are the best way to get a sale. Remember customers will only buy your unit once their perceived value is more then the amount you’re asking them to pay for it, and the only way to build value in your unit is by selling towards your customers rewards.

Take the time to learn your customers in the interview and ask them who, what, when, where, why, and how they are going to use their unit and take the conversation past surface level.

Ask them, why they want a unit, and why its important to them. Ask them what they’re going to use the unit for and why that is important to them. Continue to ask them questions about their wants so you can close towards those rewards!

  • Loop Back

One of the best ways I have been able to overcome objections is by looping back instead of arguing or trying to change my customers mind. As a sales person it is hard to change customers minds, but it is easy to get them to change their own mind.

By asking questions designed around your customer and looping back to make the customer justify why they aren’t making a purchase today will get more of your customers to change their own mind instead of you having to change it for them. Doing this will help you close more deals because it will be the customer making the decision to buy instead of your customer feeling like you’re pushing them into a decision.

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To loop back say things like:

  • I hear what you’re saying but why continue to wait on buying a unit if you want to build family memories today?
  • I hear what you’re saying but why put your dreams on hold if you can by the unit today for $200 a month?
  • I hear what you’re saying but why not buy the unit and start traveling with your family like you want to instead of waiting 5 years?

You can use this phrase to help loop back and change your customers minds to show them that buying a unit today is a better decision then waiting to buy one.

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Follow Up/Brand Advocate

  • Follow Up

Customers are better when they’re customers for life, and the only way to keep them as customers is to follow up with them.

Don’t think that just because you made a sale and the unit is over the curb that your job is done. To ensure your customer comes to you for the next unit and send their Family and Friends to you, follow up with them!

Give them a call a few times after they take delivery and make sure things are still going well for them. Ask them if they have any questions about anything they have uncovered since taking ownership of the unit. You can even help them schedule service or give them a call to remind them of different things they need to know about their unit.

There are many ways to follow up with your customers but by keeping a long standing relationship with your customers it will ensure that 1 unit sale will turn into many.

As more and more customers buy a unit from you, you will start to see more and more customers asking for you. Keep a good follow up process with your new and old customers to ensure great success in your dealership sales!

  • Loop Back

Just because your customer purchased a unit from you and are happy campers, don’t mean you shouldn’t loop back with those customers. As your customers get older, and their unit gets older, their needs and wants will change, and who better to help them with their next unit than you?

To ensure that you’re being efficient with all of your customers take them back through the same sales process every now and again. This will make sure you uncover any new needs and wants your customers might have, this way you can make sure the unit they’re in still fitting their needs.

If the unit they’re in is not the perfect unit anymore then take them back through the dealership sales process and learn who, what, when, where, why, and how they will be using the next unit. Rinse, wash and repeat.

  • Get Customer Reviews

With all of the digital technology, social media, and search engines we have access to today, it does not make sense to not ask your customers for an honest online review. When your buying customers give an online review they’re telling other people that they can trust you and do business with you, and it will help you increase sales.

People in today’s day and age trust online reviews just as much as they trust their best friend and as a dealership you have to take advantage of this.

Offer your customers a 25% discount to your parts store for an honest Facebook or Google review and make sure you ask all of your customers to review your dealership.

The more online reviews you get, the stronger your online presence will be and the more people will see your dealership as one they can trust. Use the relationships your sales team has with your customers and tell them to ask for reviews.

Most people have a smart phone when they’re shopping for units, so after they purchase, have them pull out their phone and give you a review on Google and/or Facebook. This small practice will help increase your reviews weekly and will lead to more sales.

This is my dealership sales process that I used to close deals and sell a lot of units so I hope it helps your Dealership do the same!

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