If you’ve been in the automotive retail sales environment for more than 5 minutes, you’ve most likely been taught and/or drawn into a discussion about TOs (or turn overs). The bane of many a salesperson’s existence, I am here to talk about the “why” behind it and how it leads to more car sales.
First of all, what is it? For the uninitiated, this is when you introduce your prospect to a manager. When to do this properly is a matter of some debate, as some sales processes have it early in the visit but others insist on it being the last thing done before they leave the store. It’s a topic for a whole other post, so we’ll leave that alone for now.
Secondly, what does a good TO look like? The salesperson should introduce the prospect to the manager (and don’t forget to use everyone’s name!) and describe the situation. This should feel like a natural part of the sales process and should never involve the salesperson leaving the customer alone (e.g. “Wait here while I go get one of my sales managers.”). Perhaps a better time is when the salesperson is giving the prospect a tour of the dealership facilities. A typical scenario might go something like this:
Customer: “Wow, this is a really nice store. I’ve never been inside before.”
Salesperson: “It sure is. We take a lot of pride in giving our customers the absolute best. Let me show you around a little. (Leads customer through facility). Oh, look, here comes one of the managers. Let me introduce you. Tina, this is Bob Jones. Mr. Jones and I have been looking at some of the new SUVs outside. He’s thinking of upgrading from his sedan and might want to see some leasing options too. Mr. Jones, this is Tina Hightower. She’s our new car manager and has been with the store for over 15 years now.”
Sales Manager: “Nice to meet you, Mr. Jones. Is Scott treating you well so far?”
Customer: “Oh yes, he’s doing a great job.”
Sales Manager: “Super. Our job is to make sure you have the absolute best experience here at ABC Motors. We want to get you all the information you need to make an informed decision. What can we help you accomplish today?”
Customer: “Well, I read online that you had some of the new SUVs and I wanted to come take a look at them myself. My current car is getting a little up there in miles and I was thinking of making the switch.”
Sales Manager: “I understand. What is your timeframe?
Customer: “Within the next couple of weeks.”
Sales Manager: “Perfect. I’ll be the one putting together all the numbers for you so you can look at all of your different payment options.”
And so on.
The point here is to remove some of the “Wizard of Oz” element from the sales process. For too long customers have wondered who was in charge of payments, trade values, etc., thinking there was some mysterious person hidden behind a curtain in the dark corners of the showroom. If you humanize the experience by introducing the prospective customer to a manager, it relaxes everyone and makes it more likely that you can find the right car and agree on figures that work for all.
Many “well seasoned” salespeople will wax poetic about how they don’t need to do a TO, sensing that they will be perceived as “weak” by their peers or management, unable to close the deal. I think this is a bit fanciful, even if I did fall victim to it during my days on the sales floor. No man (or woman) is an island out there, and it’s part of a managers’ job to help salespeople get car deals.
Newcomers tend to follow all elements of the store’s sales process (you do have one of those written down somewhere, don’t you?), including the manager TO. As a result, the good ones come in like a house on fire, full of passion and energy. Oh, and they sell a bunch of cars too, something that keeps them pumped up and going for about the first 90 days or so. It’s only after that, when the salesperson thinks they know everything, that things go wrong. The now experienced salesperson starts skipping steps, one of which can be the manager TO. Sales decline as a result and the salesperson has to relearn the steps and why they’re crucial for success.
When a salesperson is bought in, they realize that another friendly, smiling face (introduced at the right time) can make all the difference in helping a prospect switch from shopper to buyer. All in all, a manager TO is one of the most solid ways for a salesperson to ensure a long, successful run in this industry.
What say you? Do you believe in the power of a manager TO or do you do something different? I’d love to hear your stories.
Make it a great day!
Dan
