Sales managers already know that salespeople in the auto recycling industry love an easy sale. Shooting fish in a barrel usually takes precedence over a sale that might require a little bit more effort. In-stock part sales are easy to make so brokered sales are some of the first that fall by the wayside. Here are a few common mistakes you want to make sure your team is avoiding.
Perhaps the most common mistake when it comes to brokering parts is that salespeople simply won’t offer it as an option at all. After having listened to hundreds of hours of recorded sales interactions, it’s still surprising to hear a salesperson tell a customer, “No, I’m sorry, I can’t help you. We don’t have that part,” when, in fact, there are multiple brokered options available. Offering the customer a brokered part, even at a marked up rate, is preferable to not offering them anything at all. A similar, but even worse, scenario is when a salesperson refers the customer to directly call a competing yard. If your sales team is, at least, offering brokered parts to your customers, the next most common pitfall is that they might be saying the wrong thing.
Too often, I hear salespeople tell customers things like, “We don’t have one here, but I can get one. It’s coming from Texas.” This is problematic for a few reasons. It never helps advance a sale for a salesperson to tell a customer what they “don’t have” or “can’t do” for them. Your team needs to know that a savvy customer will simply use the information that they’ve been given (“it’s coming from Texas”) to do an internet search to contact that specific yard directly.
Sales managers should make sure their team members are using positive language. Instead of “I don’t have one, but I can get one,” they should be coached to say, “I do have one available. If I could have it to you in 2 to 3 business days, would that work for your timeframe?”
Lastly, it’s easy for salespeople to move too fast, when they find themselves juggling phones, filling orders, and dealing with walk-in customers. Salespeople need to know that it should take a little bit more time before they quote a brokered part. In addition to reviewing all the options available, they’ll need to take time to make sure they are thoroughly qualifying their customer. In particular, salespeople should be coached to ask, “Have you been able to find this anywhere else? What prices have you seen?” This is key to understanding whether or not there’s even a sales opportunity for a brokered part.
If your sales team doesn’t have brokered sales on their radar, they could be missing tens of thousands of dollars in sales every month. Are they being coached in effective and practical techniques? Do they need to be pointed in the right direction? Let us know! We can help!
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Robert Counts, email@example.com; 512-693-6915
Chad Counts, firstname.lastname@example.org; 512-963-4626