Closing Time

It’s 8 a.m. on the last day of the month. Sales have been down the last few weeks and everyone has been on edge. You walk into a silent showroom except for a few office personnel discussing their weekend plans.

You sit up to your desk while you turn on your computer and take the first sip of your freshly-brewed coffee knowing that you must sell three cars today to meet your monthly average. As you sift through your leads you think to yourself, where are three sales going to come from?

This is realistic pressure that car salesmen become accustomed to. For some, it’s daunting. To others? Game on.

“My approach is different with every client. I spend a few seconds trying to figure out what kind of strategy will get the job done. Some people are emotional about the process, so you have to get them excited about the vehicle and create a sense of urgency.  Others are very analytical, so you need to be detail-oriented or they will leave you in a hurry.” – Chris Gross

“It really comes down to keeping your cool and thanking every customer you come across for the chance to earn their business. Along with that, I stay motivated by making weekly goals and keeping the big picture in mind.” – Taylor Dykema

Is it really that simple or is there more to it? Well, we’ll let you be the judge of that.

It’s now 10:30 and you’ve made a few calls, have two test drives lined up for the afternoon, but still no sales. You walk over to the finance manager to try and hash out some details about a potential sale, but have to take a number because there are two other salesmen at his desk trying to do the same.

A few more hours pass and your first potential customer has arrived for a test drive. You’ve talked with him extensively about this particular vehicle and believe he’s ready to buy. You take him on the road and you cover everything from the leather interior to the towing capacity one last time. He’s loving everything you are pitching and you think to yourself, “one down, two to go.”

As you head back into the showroom to talk details, his attitude suddenly shifts and he starts to waver. He steps out of your office and calls home to his wife before returning to tell you that he’s not ready to pull the trigger. Although you're confused, you can show frustration because you’re hoping he’s still going to buy from you down the road.

It’s now 1:30 and you have 15 minutes to find the closest fast food join to down a burger before your 1:45 appointment. Like clockwork, just as you are about to leave you get a call, which brings you back to your desk. By the time you answer all the questions for an old customer, it’s 1:40, so lunch gets put on hold.

You greet your 1:45 at the door knowing you need this sale to even have a chance at getting three for the day.

You go back-and-forth answering different questions and making comparisons to like-model vehicles before he extends his hand, indicating that he’s sold. Two more to go.

As the showroom heats up, so does your adrenaline. You’re running around and the phones are ringing off the hook. You’re answering your work phone, your cell phone and emails simultaneously. You’ve given up your desire for a burger and settle for a bag of Doritos from the vending machine to compliment your second cup of coffee.

As you sift through leads on your computer, you get a call from an old friend that’s in town and needs a new vehicle TODAY. Jackpot! You work out a few small details and send him on his way. One more to go.

It’s now 4:30 and you’re sitting pretty. Your day has turned around and you're hopeful you'll get your number. You make a few more phone calls trying to find a someone that’s ready to buy.

Your final appointment, a married couple, shows up a 6:15 with a list of questions that they want answered before ever hitting the road for a test drive. You give them your full attention knowing this is probably your last shot at a sale for the day. You answer their laundry list of questions and are feeling good following the test drive as they come back into the showroom.

You look over to your left and see your colleague packing up his stuff for the night with a smile on his face, as he just met his number with his final sale of the day. As your refocus on the task at hand, your potential customers raise new concerns about being able to make the payments and suddenly the sale is in doubt. You make one last-ditched effort to change their mind but fail.

As you watch another lost customer walk out the front doors you realize your hopes of three sales are leaving the showroom with them. You’re especially disappointed because you felt like you had the opportunity to do so. On the drive home you replay the whirlwind day in your mind and question your strategies. You second guess yourself. I should’ve done this. What if I would’ve done that? What I’ll do different next time.

The ups and downs and swaying of emotion...That is what the final day of the month is all about. The great salesmen embrace it. And the beauty of it is…not matter how good or bad this month was, it all starts over tomorrow.