"Gentleman, start your engines", is one of the most iconic racing slogans of all time. It was first printed in 1953, but was said to have begun races, by Wilbur Shaw, at the Indianapolis 500 before the 1950's. This classic automotive saying has been a staple for race fans and gearheads alike for many years.
Staying ahead of the competition in automotive sales is a lot like being a driver on the race track. Keeping up with sales tactics and competition in the automotive industry can be challenging but rewarding for those that gear up.
We interviewed a veteran in sales for the automotive industry to find out what they think about prospecting in automotive as well as some of the challenges they face in their day to day to get tips and advice to help you succeed.
Automotive Industry Prospecting
How do you approach sales in the automotive industry?
My approach to sales in the automotive industry revolves around building genuine relationships and staying informed. It starts with active listening—understanding what the client truly wants and needs, which allows me to provide tailored recommendations. I leverage a variety of tools to enhance my sales process. CRM software is indispensable for managing client interactions and maintaining detailed notes about their preferences and concerns.
Additionally, digital platforms and social media are key for prospecting and engagement; I regularly post updates about new arrivals and special promotions on LinkedIn and company pages to keep my network informed.
Another powerful strategy is community involvement—hosting local car care clinics or participating in auto shows has proven effective in establishing trust and expanding my client base.
Overall, this multifaceted approach is highly effective, not only in closing sales but in creating loyal, long-term relationships that drive repeat business and referrals.
Top 4 Automotive Sales Challenges
1. Staying Up-to-Date with Market Trends:
- Challenge: The automotive world is always evolving with new technologies, environmental regulations, and customer preferences.
Solution: I make it a habit to attend webinars and workshops regularly. Reading industry publications and following reputable sources online keeps me informed.
Tip: Allocate a specific time each week dedicated to learning. This way, you stay ahead of the curve and can offer the most current information to your clients.
2. Building and Maintaining Client Relationships:
- Challenge: Each client is different, with unique needs and concerns. It can be challenging to tailor interactions accordingly, especially when juggling multiple clients.
Solution: Active listening and empathy are crucial. For example, when a customer once expressed concerns about the safety features of a particular model, I took extra time to explain each feature in detail and even arranged for a safety demonstration. This approach reassured them and closed the sale.
Tip: Always take notes during client interactions. Refer to these notes before follow-ups to show that you remember their concerns and priorities. It makes them feel valued.
3. Meeting Sales Targets:
- Challenge: There are times when hitting sales targets can feel like an uphill battle, particularly during slow seasons.
Solution: Diversifying my approach often helps. Instead of relying solely on walk-ins or standard advertising, I reach out through personalized emails, social media, and even host community events to attract potential buyers.
Tip: Always have a few creative outreach strategies up your sleeve. Engaging with your community or offering value through free workshops can create leads during tough times.
4. Handling Rejections:
- Challenge: Rejections are part and parcel of sales, but they can be disheartening.
Solution: I view rejections as learning opportunities. I always ask for feedback to understand what went wrong and how I can improve. For example, after losing a potential sale to a competitor, I learned that the customer valued a specific feature our model lacked. This feedback was shared with my team and influenced future inventory decisions.
Tip: Don't take rejections personally. Instead, use them constructively. Continual improvement is key in sales.
Related: How to handle sales rejections
Automotive Sales Routine
A typical day for me in the automotive industry sales arena is always dynamic and filled with a variety of tasks. Here's a snapshot of how it usually unfolds and how I go about prospecting for new clients:
Morning Routine
8:00 AM - 9:00 AM:
- Catch-Up and Planning: The first hour is dedicated to checking emails, responding to any urgent queries, and reviewing my schedule for the day. I take a few minutes to set daily goals, focusing on the clients I'll be meeting and any follow-up tasks from the previous day.
- Industry News: I spend 15-20 minutes catching up on the latest industry news, market trends, and any updates about new car models. Being informed is crucial as clients often have questions or concerns that pertain to the latest developments in the automotive sector.
Client Interactions and Follow-Ups
9:00 AM - 12:00 PM:
- Client Meetings: These are either pre-scheduled or walk-ins. For each meeting, I ensure I’m well-prepared by reviewing any customer-specific notes and preferences.
- Test Drives: It’s common for this time to involve facilitating test drives. During these, I highlight key features that align with the customer’s interests and needs.
- Follow-Up Calls: In between meetings, I make follow-up calls to prospects who showed interest in recent weeks. It keeps the communication ongoing and shows that I'm genuinely interested in meeting their needs.
Lunch Break
12:00 PM - 1:00 PM:
- I use this time to recharge and often mingle with colleagues to share insights or discuss strategies. It's also an opportunity to occasionally meet with clients for a more casual, yet insightful, discussion over meals.
Prospecting for New Clients
1:00 PM - 3:00 PM:
- Cold Calling and Emails: I spend part of the afternoon reaching out to potential clients via cold calls and personalized emails. Here’s a breakdown of my prospecting approach:
- Research First: I do a quick research on potential clients to personalize my approach. For example, if I know someone is interested in eco-friendly options, I focus on our latest hybrid or electric models.
- Crafting Messages: My emails and calls are tailored to address specific pain points or interests. An example is mentioning a special offer on trade-ins for customers looking to upgrade.
- Follow-Up Strategy: Persistence is key. I schedule follow-ups based on the initial interaction, making sure to provide new information or offers that might interest them.
Networking and Continuous Learning
3:00 PM - 4:30 PM:
- Networking: I dedicate time to building and nurturing my network. This involves attending industry webinars, connecting on professional platforms like LinkedIn, and participating in local community events. For instance, car shows or local fairs where I can display a few models and engage directly with potential clients.
- Learning Sessions: I might also attend a short training session or a webinar to keep my skills sharp and learn about the latest sales techniques or automotive technologies.
Final Client Interactions and Wrap-Up
4:30 PM - 6:00 PM:
- Last-Minute Client Interactions: I catch up on any remaining client appointments and make sure all necessary documentation for sales, test drives, or client queries is processed.
- Daily Review and Planning: I take the last bit of the day to review what was achieved, jot down any crucial follow-ups for the next day, and ensure my notes are updated.
Automotive Sales Prospecting Tips
Targeting automotive companies for sales can be challenging, but also lucrative. It takes a determined attitude and consistent follow-up to ensure steady growth.
- Referrals: Don’t underestimate the power of a satisfied customer’s referral. I always ask happy clients if they know anyone else who might be in the market.
- Social Media Presence: I maintain a professional and active presence on social media. Posting about new arrivals, promotions, and events keeps my network engaged.
- Community Involvement: Participating in or sponsoring local events boosts visibility and allows me to connect with potential clients in a more relaxed environment.
Every day in automotive sales is unique, with its own set of challenges and opportunities. The key is to stay organized, proactive, and genuinely invested in helping clients find what they need.