From average to superstar salespeople and everywhere in between salespeople have the habit of grouping their customers. But there is a significant difference in how these customers are grouped. Here is a list of how average and below average salespeople are grouping their customers.
Lookers
Shoppers
Tire Kickers
Tire kickers
If you categorize your contacts this way, you are just killing your paychecks. For a successful salesperson, all the above types of customers fall into one category. And that category is BUYERS! The fact is they are here to buy a vehicle now or somewhere in the future.
All of those “Credit Criminals” will somehow find a way to get approved and end up driving. The people shopping will end up finding a real salesperson who will have them driving. The “Lookers” will need a vehicle as well. And the “Tire Kickers” will also drive a new car. But it will all come down to whether you’re the salesperson they buy from or someone else at the dealership down the street.
A list of how successful car salespeople groups their customers
What about the superstars in the car business? How do they group their customers? Well it’s quite different then the list mentioned above. Below is how successful car salespeople categorize their customer base.
Repeats
Be-Backs
Referrals
Phone-ups
Walk-in
The list you see above is in complete order. The group of customers at the top of the list is a lot easier to close then the groups at the bottom. The ones up top have much higher closing ratios. Notice where “walk-in” traffic falls in? It’s all the way at the bottom. Then why is it that the average salesperson in the car business will waste all day waiting for a walk-in customer? If you wait all day for a walk-in customer then you need a wake up call.
Here is another tip: Learn to work with the top four groups rather than spending all of your time on walk-in customers. The first 4 groups are very productive because these groups of customers have high closing ratios.
Again, this tip might not sound big to you right now. But if you act on it (and we did the math and analyzed it), it can literally double your income. If you earned $45k last year, just working with the top four groups more will allow you to earn $90k or better. It’s not a fantasy. These are very much realistic numbers. Now I’m not saying don’t take any more walk-in. Your dealership provides them so take as many as you can. But your primary objective is to be so busy with the other four types of customers that you won’t have any time to take walk-ins.
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