The key to hiring successful automotive sales people in today’s digital marketplace, is to look toward the future and not in the past. The skill set for a successful sales person nowadays, is much different than it was 10 or even 5 years ago. A strong grasp of technology, attention to detail, diligent follow up techniques, and willingness to stay engaged with prospects for 30 to 90 days before a store visit occurs. All of these traits are necessary for long term success.
When looking for new sales hires, be wary of the experienced sales person that has been at a few different dealerships in the last few years. Although he or she has sales experience, they may be having trouble embracing the newest technology that is available today in order to prospect. They may not be as eager to set aside 2 to 3 hours per day to make 60 to 80 phone calls, or send out 40 to 50 emails per day.
Today’s successful salesperson will combine both their relationship building and closing ability, with a healthy dose of persistence. You want grinders that are going to win the war of attrition. You want them to make a high volume of outbound calls and emails per day. You want them to understand the importance of contact ratio and appointment conversion rates. Train them properly from the start and they will become accountable for their daily results. If your new sales hires are accountable for their daily performance, they will more likely be prepared for success.