Determination, Focus and Intensity…

the Qualities of Winners in Retail Automobile Sales!

by Jim Ziegler

"As serious as a heart attack"… The qualities I look for in a sales champion starts with a clear vision that you are there to sell cars. If you never get the deal on paper then there is no deal.  In today's retail environment we've created the softer, gentler, less confrontational, more customer-friendly sales professional…in other words…wimps and whusses. No wonder the customers dominate them and bite their heads off. A controlled sale in a controlled sales environment is a lost.

Now bear in mind that I am not an advocate of mistreating or abusing our customers. No, as a matter of fact, everything we teach revolves around relationship selling. There is never a need to lie or cheat or sneak or deceive to sell cars. This is all about "Finesse" as opposed to "Hammering" the customer.

There's no such thing as a "Be-back". The first thing I have to teach new sales people is that if you don't sell them on the first visit…they will never ever be back. Statistically this is the only shot you're ever going to get...you'd better close the deal NOW! There's still no such thing as a "Be-back". This is where determination comes into the equation.

My thirteen year-old son, Zach Ziegler, is a better closer than anyone reading this newsletter…including myself. Think about it! If I tell him he can't have a new set of in-line skates that he really wants, does he stop selling? If you have any experience with a thirteen year-old you know the answer. He goes up into his room for a few minutes and then he comes back with a whole new sales presentation loaded with features and benefits…he doesn't take "No" for an answer. We all used to be that good but somewhere along the way we lost the passion for the deal. In the end, I lose and we wind up buying him the new skates…the kid is relentless.

A customer that doesn't drive your car won't buy your car. We know that's true but today's managers have gotten weak on this issue and you allow sales people to try to write up and negotiate with a customer that refused to drive. In that case the manager is as weak as the sale person.

Determination is when you are totally committed to success. This quality doesn't leave the possibility open.

Focus simply means concentrating on the mission…and the mission is to close the deal. A focused person is not easily distracted by side issues.

Intensity means that your mind is saturated with positive attitude. You are all consumed with laser fine concentration on what you are there for.

Jim Ziegler