We have often heard jokes about how 99% just isn't good enough.  You know, like 12 newborn babies per day will be dropped at birth, or 2 planes will crash every day at Chicago O'Hare Airport, 22,000 cheques per hour will be deducted from the wrong bank accounts, and the 99% list goes on…

What does 1% mean in your business? What is your commission if the car is 99% sold? Do we get anything for "almost" selling the car? That's right our commission for a 99% job is zero! The professional sales process contains many small steps where less than 100% execution impacts our success and personal income.

Didn't get that last sale? Ask yourself if you did a 100% job on the following items:

Did I check my attitude before I introduced myself – did I expect to win or was I thinking: "here's another tire-kicker"?

Did I warmly welcome the client to the dealership, smile, shake hands, and introduce myself? Did I make a personal connection with the client?

Did I establish leadership in the process by asking good questions and giving them reasons to follow my lead?

Did I conduct my investigation or interview at my desk or did the customer lead me on a lot walk?

Did I get a complete understanding of the client in the areas of Family, Occupation, Recreation, and Money?

Do I know exactly what has changed in their life that is motivating a change in vehicle?

Do I know what their next vehicle absolutely must do well or better than their last one?

Did I match a vehicle selection to their specific needs? Did I focus my presentation on those specific features on the vehicle that satisfy their specific needs and lifestyle? Or did I throw everything against the wall and hope something sticks?

Do all of my clients experience the vehicle through a preplanned demo where I drive first?

Did I build and test mental ownership?

Do I answer the "why buy here?" question by telling the dealership story and giving all of my clients a parts & service walk?

Did I verify selection and obtain a now commitment before we discussed figures?

Did I ask for the business?

Did I systematically justify trade value?

Did I work with the client to overcome objections or did I spend my time working my manager?   

Nobody's perfect. However, the further away from 100% adherence to these sales fundamentals you get, the more closing ratio will leak away from you throughout the sales process. 

What is 1% worth to you? If you see 2 people a day and work 21 days a month you have 42 opportunities a month or 504 per year. 1% is 5 deals. Multiply by your average commission and you will see how much each 1% you gain (or lose) is worth. One more deal in 20 opportunities is 5% or for most sales people 25+ more deals per year. Is that achievable? How you do with 100% compliance to the fundamentals will answer that question.   

Success in professional sports requires a set game plan, over-learning the fundamentals, and constant practice. Success in professional sales is the same. 99% doesn't cut it in either game!

"Learning new things won't help the person who isn't using
what he already knows."

ISI/PAL Automotivaters is a Canadian company celebrating 20 years of helping dealerships increase volume and profit through training, coaching, and accountability systems. Our clients range from single dealerships of all sizes to dealer associations and entire dealer networks in Canada, USA, New Zealand, Australia, the Philippines, Indonesia, French Polynesia, and Asia.  

See us at: www.automotivaters.com

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