How to Set Your Dealership Apart: From a Generac Compass Award Winner

  • December 27, 2023

As I move farther and farther into my 20-year journey in sales everyday, I realize it's my ability to fail that has equipped me with insights I’m eager to share.

The biggest and best changes someone can make are a result of failures. And I've failed so many times that I've had had no choice but to evolve, change and finally get it right.

It came out of frustration. I was determined to change the way IHC's were done - and when I won the Generac Compass Award last year, I realized I finally achieved that goal.

So I needed a new one.

Now I've made it my mission to set out on a new adventure and create a company that teaches these proven methods to dealers all over the country. 

And now I'm going to share a few of these methods with you, the dedicated contractors and electricians, looking to elevate their Generac dealerships with higher closing rates, quicker sales cycles and much happier customer interactions.

How to Set Your Generac Dealership Apart

1. Invest in Your Sales Staff Training

Throughout my career, I've seen the profound impact a comprehensive sales training program can have for a sales team. More importantly - I've seen the consequences of not investing in your team.

It might be hard to believe but the average generator salesperson has less than 10 hours of actual sales training under their belts, and some even say its less. While they have loads of knowledge on the features, benefits and costs of the products they are selling, they rarely have actual sales skills training at all.

The problem is being successful at sales is not just about product knowledge; it's about understanding customer psychology, developing Solution-Based Selling skills, and mastering the art of closing at the table without pressuring the potential client.

Effective training transforms your sales team from mere order takers to solution providers, directly influencing customer satisfaction and generating that incredibly valuable repeat business that results in the referrals you need to fuel more growth.

2. Create a Lead Flow

Managing leads is more than just maintaining a contact list. It’s about qualifying leads, understanding their buying stage, and tailoring your approach accordingly.

For instance, a lead who is just exploring options might need educational content, while someone ready to purchase may require a detailed product comparison or financing options.

Assuming that every person who reaches out to you is ready to buy at an IHC will be detrimental to the perception potential clients have of your company. Listen - its a big task to create this material and get these processes into place - but the customer experience that will come as a result of doing it? Absolutely invaluable.

Implementing a CRM system can automate much of this process, ensuring that no potential sale falls through the cracks and the right information gets to the right customers at the right time.

3. Make it More Than Just Setting an Appointment

The initial contact with a client shouldn’t just be about booking an appointment; it's an opportunity to start the sales process.

Traditionally the role of the person in the office is to be an appointment setter - getting a date and time on the calendar so the salesperson can carry the whole load at the IHC.

Instead think about how you can train an SDR or Sales Development Representative to add to your process and help give your customers a better buying experience. Work to train your SDRs to provide a brief yet comprehensive overview of your offerings, answer basic queries, and gauge the customer's interest level.

This approach helps in qualifying the lead and sets the stage for a more productive in-home consultation, increasing the likelihood of closing the deal. You'll find that customers are more willing to buy at the table when you walk in with better information.

4. Provide More Information Before the In-Home Consultation (IHC)

One common obstacle in sales is the client's request for 'more time to think' or 'more information'. Some salespeople think this is just a surface level objection and it certainly can be, but more often then not the customer still has questions they need answered and you simply didn't have the time to get it done in one call.

To counter this, think about providing comprehensive information before the IHC. This can be as easy as a templated form email includes things like frequently asked questions, testimonials, case studies, and even some financing options.

An informed customer is more likely to make a decision during the IHC, thereby shortening the sales cycle. You have all the information they want, it's simply a matter of having a process in place that gets them the right information at the right time in order to make them comfortable to write you a check at the table.

5. Evolving Your Skills With The Times

Relying on age-old methodologies like BANT (Budget, Authority, Need, Timeframe) or DISC (Dominance, Influence, Steadiness, Conscientiousness) can leave you trailing in the competition.

These methods, although foundational, have been in use for over 50 years and often don't align with today's informed and discerning customers.

In contrast, Solution-Based Selling, a technique we champion at TSSG, shifts the focus to understanding the customer's core problems and guiding them towards realizing why your solution is not just a product, but a pathway to their desired results.

This approach goes beyond the traditional script of listing product specs; it’s about developing the skill to lead customers on a journey of self-discovery. This helps them to see how your solution aligns perfectly with their needs. It's a skill that can be mastered, and at TSSG, we're committed to showing you how.

6. Just Buy a Basic CRM Already

Utilizing a CRM tool is a game-changer. It’s not just about organizing customer information; it’s about tracking customer interactions, managing follow-ups, and analyzing sales patterns. This data can be invaluable in refining your sales strategy, identifying your most profitable customer segments, and predicting future sales trends. You can get a basic version of HubSpot for less than $300 a year. 

Don't Just Take it from Me

These strategies, born out of two decades of sales experience, are not just theories but proven tactics that have yielded results in the highly competitive generator market. Implementing them can lead to increased efficiency, higher conversion rates, and ultimately, business growth.

If you’re ready to take your dealership’s sales process to the next level, let’s connect. At TSSG, we specialize in transforming sales teams into top performers. Contact us, and let’s create a success story together.

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