Part 1 of our look at why having a SUPERdesk can help consistently boost your sales performance
Sales Managers and Dealer Principals always ask us what we mean when we talk about the “SUPERdesk”’ concept. In this column, I’ll provide you with the details.
The SUPERdesk and the Desk Manager are the hub (nerve centre) of activity and the driver of sales. The Desk Manager’s responsibility extends well beyond simply providing numbers. The Desk Manager sets the atmosphere, tone and pace for the dealership’s showroom floor.
- The Desk Manager manages every step of the sales process with each Sales Consultant and client coaching them as required;
- The Desk Manager is responsible for assisting Sales Consultants generate more appointments from sales calls, live chat and e-leads;
- The Desk Manager is also responsible to assist in generating be-backs, working the service drive through and previous clients for upgrade opportunities;
- The Desk Manager must also assist in lease renewal opportunities and minimize lease buy-outs; and
- The SUPERdesk does not have to be a podium/sales tower in the middle of the showroom but rather a philosophy about squeezing the sponge on every opportunity. The SUPERdesk is an attitude promoting tenacity and creativity.
Atmosphere and Environment
Sights, Smells and Sounds: The Desk Manager creates the atmosphere of excitement and the SALE EVENT as appropriate for the dealership and franchise: showroom displays/signage, lights, music, TVs, balloons, popcorn, coffee, etc.
Enthusiasm: The Desk Manager sets the tone for enthusiasm in the showroom with a “Let’s make a deal!” attitude. The Desk Manager is the coach and cheerleader: enthusiastic, approachable, focused and creative when working deals and creating proposals.
Activities: The Desk Manager starts each shift with a sales team huddle at the SUPERdesk or conducts one-on-one interactions with the Sales Consultants asking these two questions: “Who can we sell a vehicle to today?” and “Who will we sell a vehicle to tomorrow?” The Desk Manager assists Sales Consultants to establish action plans and strategies to close unsold clients and create showroom appointments.
Awareness and Visibility: The Desk Manager is visible, aware and focused on all client traffic in the showroom and on the lot (walk-in, telephone, e-lead, live chat). The SUPERdesk is the eyes and ears of the showroom and can also act as the greeter and ambassador.
Desk Manager Early-Introduction: As a Desk Manager or Certified Appraiser, make every effort to introduce yourself to all clients. This is a simple show of appreciation, further establishes the relationship with the dealership, provides the Desk Manager with valuable insight into the client’s thought process and truly differentiates us from other dealerships. Some dealerships have their Sales Managers greet clients at the entrance while others have them meet clients after the Sales Consultant has touched the desk for the first time so they have a better understanding of the client.
Introduce your Unique Appraisal Process: The dealership’s unique appraisal process is quite often introduced by the Sales Consultant as they go out to the trade-in to start the appraisal process. If they do not reinforce this, you should be sure to review it with the client. One of the fears that consumers have in purchasing or leasing a vehicle is not getting enough for their trade in. Be sure to share the process you use, any software that assists you and any live auctions you are registered with in Canada and the U.S.
Meeting customers early in the sales cycle allows Sales Managers to meet with customers later when closing the sale and not appear to be a foe but, rather a friend who is there to assist them with their purchase. Any time a Sales Consultant is not in control of their customer, a Sales Manager should get involved immediately.
Use an AI tool: Most dealerships have started using an AI tool like Chat GPT, Claude, Genesis or Copilot.
A common use is during the sales process for product comparisons. Sales Consultants must determine early on a client visit if their client is considering other makes and models.
No one wants to find out when there is an attempt to close the deal and many Sales Consultants are not prepared to address the advantages of their models vs. major competitors and can get flustered.
Accessing a Product Comparison Tool (if you have one) may be too late as clients may have ‘clicked out’ of the visit. In less than a minute, an AI tool can generate a report of the advantages of the vehicle your Sales Consultant is trying to sell over any competitor.
Another common search is to ask an AI tool what the compelling reasons are to purchase the model the client is interested in. Dealerships are also using AI for the following:
Product knowledge about pre-owned vehicles;
- Replying to an e-lead;
- Replying to a sales call;
- Objection handling;
- Follow-up;
- Content creation for social media platforms, blogs, website, newsletters, automotive tips;
- Training: stimulate client reactions, role-play and sales skills;
- Marketing materials – ad creation – vehicle descriptions;
- Market analysis for social media targeting; and
- Trends.
