Every lead that comes into your RV dealership – whether a phone-in, a walk-in, a lead from your Website or a lead from RVT.com – represents the 1st step in a potential sale.
Remember that. Every lead is golden.
No matter where they come from, few leads will close to a sale on that initial contact, but EVERY lead provides an opportunity for you to develop that all-important “customer relationship” which very well COULD turn into a sale.
Just how quickly each lead will turn into a sale depends largely on the perceived value your dealership and the salesperson brings to each RV lead you handle.
Perceived Value is King
That’s because, as you are well aware, purchasing an RV is a major life decision – and investment – for most families. The key to the sale however, is NOT usually the price tag. Rather, it’s the salesperson’s ability to bring value as s/he identifies and meets the customer’s needs and expectations regarding these 4 critical game changers …
- The Dealership (can they trust you?)
- The sales rep himself (do they like you?)
- That specific RV unit (is this rig really right for me?) and
- The RV lifestyle in general (is this really what I want?)
Converting an RV Lead to a Sale is a Dance …
But, it’s more like a tango than a 2-step! And, it takes a little wooing to make the sale! So, forget the candy and flowers, woo RV customers with enticing bits of important information that add value to their buying experience.
- Know your product inside, out and backwards!
Be prepared to answer any questions buyers might ask. Brush up on manufacturing and construction specifics and materials. Be aware of repair records, recalls and other Quality Control variables.
When describing or contrasting and comparing RVs, remember to emphasize the benefits to the buyer, rather than features. Real value lies in the benefits that each feature brings. Emphasize benefits. Heap on the value of buying this RV and doing business with YOU.
- Test drive any motorized RVs as they arrive on the lot so you know how they handle, about the engine, blind spots and how to operate each feature on the rig so you can effectively demonstrate all the “bells & whistles.”
- Know your stock – both what’s online and what has just come onto the lot.
And, here’s a thought … rather than just looking to “move” any old piece of equipment, how about focussing on finding the very best RV that will most precisely meet the particular needs of each indivdual customer? Now, that’s a service that smacks of VALUE!
- If you’re showing a used RV, share the STORY about that RV with prospective buyers.
“Story” is Where Value Truly Gets Built
Have you ever noticed in the antique or the collectibles markets, that antiques with an official “Certificates of Authenticity” will sell so much more quickly and easily? … And often, for WAY more money? It’s because people pay dearly for story. A good story about an asset you are about to purchase can seal up a sale.
Remember the first car you ever purchased? What was the story behind it? You probably still know, don’t you? That’s how meaningful “story” is in transaction.
In fact, how often have you been asked these questions:
- What’s the history of that RV?
- Who’s the previous owner?
- Where did they travel with it?
- How long did they live in it each year?
- Regular maintenance schedule and paperwork?
- Why did they sell it?
Do you have room in your “system” to bring forward the stories of your used RVs so your salespeople can leverage those story into sales?
Knowing the stories behind the RVs you’re selling will definitely help you convert your leads into Gross Revenue.
What’s your secret sauce you use to bring value to the leads YOU handle?
Comments welcome …