Nothing Happens Until There Is
A Sales Opportunity

Here's a great question, "Who or what is an opportunity?" Answer, an opportunity is anyone (person or company) who has a need for a car, truck, or RV.

Regardless of the manufacturer you represent, whether new or pre-owned cars, trucks or RVs everyone is NOT a sales opportunity.

If the person, or fleet buyer, you are speaking with has no need, no interest, no real or perceived problem with their current vehicle, you do not have a sales opportunity. No selling opportunity, no sale. If there is no buyer, there can be no sales opportunity. It is only when a person or business recognize a need, a problem, an itch is there a potential buyer. This is a sales opportunity.

So WHO are sales opportunities?

Who Are Sales Opportunities

There are those who purchased or leased through another car store, a competitor. Then, closer to home, those who purchased or leased at your dealership. If this is a new model launch, selling opportunities will be people who are driving something similar, people who have a need - whether they recognize it or not.

And, the forth group of sales opportunities are those people who previously bought or leased at your auto store but have not returned.

The WHAT are sales opportunities is much easier. Selling opportunities are people who have a need or people who can connect you with people or businesses who have a need.

So there you have it. The Who is four groups of people. The WHAT is two groups.

Where Are Sales Opportunities

Since we agree that a selling opportunity is anyone who has a need, there are four rungs on the Sales Opportunity Ladder. You should be able to accommodate your sales process for any rung.

1. The first rung is Consumers. Consumers are already qualified.

Consumers are people or businesses who have a need for transportation, a vehicle. They may be aware of the vehicles or RVs you have to offer, but for some reason are looking elsewhere.

2. Rung number two is Customers.

Now don't jump to any quick conclusions. We are not splitting hairs. There is a very distinct difference between a Consumer and a Customer. A Customer previously purchased or leased through your car store. They may have even purchased from you.

However, a Customer is not well known by the dealership or you. Interaction has been minimal, if any. They may even use your service department, but are not committed to the dealership.

This group is often referred to as orphan accounts. Left on their own, they may purchase at your dealership this time, or somewhere else. There is no loyalty.

3. Clients are on the third rung.

A Client is someone who has purchased from not just your dealership but from you. You are their contact. In fact, they have purchased more than once from you.

You are on a first name basis with a Client. They will pop in and visit, have a chit chat, just to stay in touch. You send them personalized notes.

The point, clients like seeing you, they look you up when in for service, and are very likely to attend your dealership functions when invited.

4. A Client is gold, but a Patron is platinum. Patrons are the fourth rung.

Where a Client is happy with you, your car store, and their vehicle or RV, a Patron is delighted. Patrons promote you and your sales. They call you with referrals. They not only actively participate in your store's events, they bring along potential buyers. Like a patron of the arts, your Patron wants to see you and your dealership succeed.

Patrons allow you to use their name, their company, in your marketing. You can be comfortable in dropping their name at networking events or including them as a reference. Patrons call you first when they are ready to buy or lease again. Patrons are platinum.

In summary, consumer, customer, client, patron; that's the pathway to automobile sales success. Clients and patrons will cause you to have less floor time standing around waiting for an Up and more appointments. Properly nurtured, clients and patrons will result in repeat and referral car sales business. That is gold!

Remember: Nothing happens until someone sells something.

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