Commentary: The Role of the Salesperson

[Ghrankenstein]

The Role of the Salesperson

Frontline warriors, this is your time to shine.

Where I’m going with this is that true truck applications require expertise. Trucks are expensive, and if the application requires a greater expense than originally anticipated, they require a strong level of expertise. Any Chevrolet and GMC salespeople reading this are advised to consult GMAutobook and GMFleet with your customers in order to confirm that the truck they want is the truck they need. Some customers require an 8000 lb GVWR, and others require a 16,000 lb GCWR. Selling these people a half-ton truck is the worst thing you can do, and you need to know your product, and your specification programs (e.g. Gmfleet.com) well enough to advise them properly.

Similarly, Ford, Dodge, and Nissan aren’t playing around. They’re selling over a million trucks a year that you aren’t. Every cross-shopper that you get is an opportunity to demonstrate that you are the expert. Truck buyers drive a hard bargain, that’s true. That’s part of the business, and the business is volume. You have the tools, and hopefully the drive to gain the knowledge, to show your customers that your truck is truly the best. You also have GM Business Choice at your disposal.

If you aren’t able to log into Autobook, get ahold of your IT person (or your semi-informed sales manager), and have them get you a login. You can build out any competitor, any of your own vehicles, get their GVWR’s, curb weights, payloads, tow ratings, and even options ratings and prices. You’ll see where competitors carry hundreds of pounds more in curb weight just for a few pounds of payload. You’ll see where a competitor’s GVWR’s and GCWR’s add up to nothing more than corporate permission to tow an excessively heavy load. You’ll find that a GMT-900 usually prices out at a roughly equal point to the competing truck, even the Nissan, with comparable equipment.

Autobook already includes ¾-ton and 1-ton GMT-900’s. Get in there, and build out some Duramaxes by trim level and by equipment that you frequently see. Get in there and build out some 6.0/6L90E’s as well. Be ready for these bad boys, because if you can’t beat a competitor with a high-end 1500, you’ll likely nail them with an SLE/LS 2500.

I also recommend that you keep your eyes open, and watch the VORTEC-MAX package. In the GMT-800 series 1500HD, Chevrolet got the cheap end of the stick, a lower price point, while GMC got a full-floating rear-end. If we get (in GMC, Chevy, or both) a full-floating rear-end in a half-ton truck, it would be a big advantage over half-ton competitors, which all have semi-floaters. Keep an eye on Autobook for Toyota, and be ready to counter anything they offer. If you aren’t familiar with the difference between a semi-floater and a full-floater, grab your commercial/fleet manager or your most trusted technician, and a SRW HD (2500 or 3500) pickup. I must repeat that I don’t know what the VORTEC-MAX will get, but I suspect that it will be similar hardware (other than frame rails) to the previous 1500HD.

Competitors’ Gimmicks:

I can only reemphasize that the success of these trucks, and their nearly infinite options, hinges on your consultative abilities to communicate our trucks to your customers. You don't need gimmicks.

OHC Engines: Ford, Toyota, and Nissan offer overly bulky, heavy (even if they are aluminum) engines. So far, no competitor has the combination of power and fuel economy of GM. These engines have more parts, and vastly longer timing chains, in comparison to GM. Toyota and Nissan offer VVT and electronic throttle control. GM has offered electronic throttle control on its trucks for years, and has, enjoyed the highest fuel economy (despite Toyota’s misleading advertisements) for its trucks, also for years.

In a daily work vehicle, complexity is the enemy, and the competitors have, for now, more parts, longer chains, and shorter warranties. Understand the fundamental differences between OHV advantages and OHC advantages, and they clearly favor the OHV, especially in trucks, despite Nissan’s misleading advertisements. The mentioned competitors OHC engines are merely bulky, heavy, complex powerplants that are tuned to perform like OHV engines in the first place.

“But they breathe better.” Again, it’s a matter of OHC tuning versus OHV strengths. Better breathing helps an engine at high RPM’s, in peak horsepower, not in low-end torque, where truck engines are relied upon to move their loads. The dual-plug OHV Dodge Hemi also breathes very well, and has superior thermal (minimal) energy-loss properties. Cumbustion chamber turbulence, and the resulting fuel-air mixing efficiency, at low RPM’s is the hallmark of the Vortec engines, which gives them their low-end power (torque) to move heavy loads reliably, and with maximum simplicity, minimal mass, and minimal bulk. “Better Breathing” is a gimmick, with nothing to do with truck performance.

Fully-Boxed Frames/Fully Hydroformed Frames: I still don’t know if any competitor actually offers full-length hydroformed frame rails, sensu the GMT-360’s. I hear the claims by the competitive salespeople, but I have a response. “What is hydroforming?” Competitive salespeople often don’t know what it is, its benefits, or its disadvantages. Consult me by PM, or your GM trainer if you’re not informed about what hydroforming is. The benefit is a maximization of high strength and low weight in a truck frame rail, but it can also add more weight than is necessary.

In the GMT-900’s, this benefit is utilized in the front frame rails. Engineers wanted more strength, and more manufacturing flexibility, in the center frame rails, so they chose a heavier, welded box section with an L-brace reinforcement. The non-boxed portion comes after the rear wheels, where torsional strength is minimal, and where weight can be saved with a handling bonus.

Higher GVWR: Look at your vehicle’s GVWR versus its curb weight, the difference being payload. The GM vehicles have the lowest curb weights. When the information becomes available, know your frame rails’ yield strength in psi. They’ll be much stronger than Ford’s, and, historically, noone else besides Ford will provide that information. Finally, it's all about corporate permission.

High Maximum Tow Ratings: Yes, GMC, with the VORTEC-MAX package, has the highest factory-approved maximum tow-rating as of right now. Be prepared for Nissan (with a 3.20 rear-end ratio) and Toyota to go higher on some of their half-ton trucks with special towing packages.

Why? It’s purely a matter of corporate permission, and corporate responsibility. Compare the curb weights and GVWR’s, and you’ll see that the half-ton trucks are all very close in their capabilities, with the imports giving owners the permission to simply tow more. GM requires engines, brakes, Stabilitrak, and a rear-end ratio to achieve its maximum tow rating. None of GM’s competitors has similar requirements. GM’s tow ratings have historically tended to be on the conservative side, the responsible side, and their vehicle statistics have shown it. In the big picture, GM’s message is not to use a ½ ton truck to do a ¾ ton truck’s work.

Know your stuff, and your competitors' stuff. Most of the time, your competitor will only claim your his peak tow rating. Unfortunately, this can also be another GM salesperson. Be ready to show (not just tell), your customer the truth.

Fuel Economy: Honda and Toyota both run advertisements that imply that their trucks (Ridgeline and Tundra) get better gas mileage, but offer no competitive numbers. Salespeople, clip them, and put them in your evidence manuals.

Cheap Leather: The half-ton trucks can be ordered with leather in an SLE-1 and its equivalent Chevy.

Limited Slips and Nissan’s E-locker: see above.

These are just a few of the gimmicks I can think of, but they amount to sales shortcuts that can lead to customers getting the wrong truck, and you not being able to get them out of them.

I don't know if it's been entirely worthwhile reading; I at least hope it's been helpful.

Ghrank

[Rayzilla]

Therein lies the true problem.

After having sold GM for over 8 years I have maybe met 5 salespeople worth their mettle when it come to product knowledge, and each one of them could be run circles around by the average truck buyer.

Too many sales people rely on personality, charisma and negotiation skills to sell.

Currently GMC and Chevy require only 2 salespeople per dealership to be certified on their vehicles (GMC Professional Grade Specialist and Chevy Truck Specialist). With many dealers employing up to 25 salespeople...how do you all think that will go?

Yeah...I talk about how sales is the greatest profession ever, but if salespeople don't take the time to learn...their loss.

[tama z71]

I went to test drive an 07 Colorado the other day. I asked the salesman for the horsepower figures (ive known them to be 242 on the 3.7 for months no), but the salesman spent 5 uncomfortable minutes looking through a numbers booklet to confirm what I already knew.

This is something that GM definitely needs to address, because I do not think that many of the GM dealerships that have been around for awhile (some as much as three generations) are really ready for the internet savvy customer.

[Ghrankenstein]

Tama: I wish this weren't the case. All I can say is that you know who not to buy from. This guy doesn't even know the basics, how can he answer the specifics.

Understanding this, I'd simply tell the salesperson at that point that they're not adequately informed about the basic product, and to ask for a better informed salesperson. Most people would leave. Being a salesperson, and a possible former-salesperson, I wouldn't buy a 9-3 from a bonehead, rookie, or shyster.

Usually, if the current sales representative can't show or tell you anything informative, you only need to ask for a commercial truck salesperson. Then again, if the salesperson CAN answer your questions, you need to support them.

[AndrewGS]

I've been thinking about trying auto sales for a while. I love keeping up with this stuff.

[Ghrankenstein]

AGS: You need a thick skin, a sense of humor, and a duty to the integrity of your product.

I have 1 of those three, and I do okay. I should add that I have a lifestyle dedicated to the other two.

Ghrank

[zzyzx1122]

Having been a pretty successful car salesman for a number of years, I always find it interesting to read the comments of enthusiasts on these boards.

Being an enthusiast myself, I can understand the desire to have a salesperson that knows all the specifics and is a complete expert on every vehicle they sell.

However, most people who shop for cars just don't care about technical details. They buy because they like the styling, comfort, or some other features. But rarely do people go much beyond the basics.

I've *never* had a customer ask me about hydro forming.

Nor has anyone ever asked me about OHV engines vs. OHC. They just want to know if it has good power.

I'll never forget hearing a customer ask one of the guys "What kind of engine does this have?" His answer - "I don't know, but it's a good one!"
The customer laughed, drove the car, and bought it.

So the average salesperson can usually answer the questions of 95% of customers with pretty limited product knowledge. Personality and closing skills can go a long way.

As far as the ride & drive booklets and other sales training guides that are provided from the manufacturer... they are usually written by well-intentioned college grads who have never sold cars in their lives. There's a little bit of a disconnect with reality.

And finally, I must say that the average "know it all" guy who comes in to the showroom and expects you as a salesperson to be a complete expert on everything (asking questions they already know the answers to, in order to "test" you), they are the same people who expect the dealership to make practically nothing in selling them the car.

Then they get on internet forums and bitch about how the salesperson knew nothing, wouldn't deal, bla, bla, bla.

Trust me, if sales people made a decent commission per sale, you'd see more professionalism out of them.

So, like the one guy said before me... if you get a salesperson who is really professional, knows the product, and gives you good service... support them.

Believe me, I could spend hours going over everything on a vehicle and completely servicing a persons needs, but the typical customer will just as soon go buy the same car that I showed them, from a guy who knows nothing about it, if they think it will save them a few hundred dollars.

Unfortunately, that's the reality of most car sales these days.

There are exceptions. And selling cars can be great. But I wish people on these boards could see what it's really like to me on the front lines. Dealing with the public can be really interesting.

Hope I provided some insight. Thanks!

[Bvonscott]

Originally Posted by Ghrankenstein

AGS: You need a thick skin, a sense of humor, and a duty to the integrity of your product.

I have 1 of those three, and I do okay. I should add that I have a lifestyle dedicated to the other two.

Ghrank

I have a thick skin and a Passion for GM. Sometimes sales makes me crazy, but I keep trudging on. To me every customer is buying a piece of myself and GM; it keeps me in check.

Your advice for salespeople is very good. Do you have any other competitive info to add, especially info to overcome Toyota's new truck?

[84jeepjohn]

I'm going to try to chime in as a customer in this
I understand that a salesman can not know ALL there is to every vehicle they sell. BUT they also need to admit it. I live in a little town with one Chevy dealer. I almost bought an 07 burb from them, why? well the sales man was pretty knowlegable AND he admitted that he did not know a-lot of the info I was asking for. I know I'm not the average customer. I'm online looking at these forums more than I care to admit. BUT if I'm dropping 45-50K on a truck and SUV then I NEED to know my stuff, and I would hope the sales man had a clue.


I just went into that one Chevy dealer yesterday (the mentioned salesman was not there) and I got another one (salesman that is). I just wanted to know if they had the ONE GMT-900 in yet so I could see it in person, and get a sales brochure. When I asked about the brochure the guy did not think they had any, but still went over to look (good for him). He then proceeded to say "Nope, we do not have any". Well we were looking at the 07 Silverado brochure right there!!!!! I understand it's a new truck, and it looks different, but that was just bad!!


I'm not just dissing the Gm guys (I love GM and they will be getting probably about 100K from me over the next few years (new burb for the wife and a 3500 for me).

So to bring it back on topic, I know the average salesman may not know it all but there is something to be said when I go in and A. know WAY MORE than them and B. probably made a sale or two FOR THEM by having other customers come up and talk to me about their product.

NO I have no urge to be a car salesman, and again I'm not dissing any one who does that job. I just wish they knew about this site LOL ( I told 4-5 different ones about this site, and I hope they came and looked)

Originally Posted by zzyzx1122

Having been a pretty successful car salesman for a number of years, I always find it interesting to read the comments of enthusiasts on these boards.

Being an enthusiast myself, I can understand the desire to have a salesperson that knows all the specifics and is a complete expert on every vehicle they sell.

However, most people who shop for cars just don't care about technical details. They buy because they like the styling, comfort, or some other features. But rarely do people go much beyond the basics.

I've *never* had a customer ask me about hydro forming.

Nor has anyone ever asked me about OHV engines vs. OHC. They just want to know if it has good power.

I'll never forget hearing a customer ask one of the guys "What kind of engine does this have?" His answer - "I don't know, but it's a good one!"
The customer laughed, drove the car, and bought it.

So the average salesperson can usually answer the questions of 95% of customers with pretty limited product knowledge. Personality and closing skills can go a long way.

As far as the ride & drive booklets and other sales training guides that are provided from the manufacturer... they are usually written by well-intentioned college grads who have never sold cars in their lives. There's a little bit of a disconnect with reality.

And finally, I must say that the average "know it all" guy who comes in to the showroom and expects you as a salesperson to be a complete expert on everything (asking questions they already know the answers to, in order to "test" you), they are the same people who expect the dealership to make practically nothing in selling them the car.

Then they get on internet forums and bitch about how the salesperson knew nothing, wouldn't deal, bla, bla, bla.

Trust me, if sales people made a decent commission per sale, you'd see more professionalism out of them.

So, like the one guy said before me... if you get a salesperson who is really professional, knows the product, and gives you good service... support them.

Believe me, I could spend hours going over everything on a vehicle and completely servicing a persons needs, but the typical customer will just as soon go buy the same car that I showed them, from a guy who knows nothing about it, if they think it will save them a few hundred dollars.

Unfortunately, that's the reality of most car sales these days.

There are exceptions. And selling cars can be great. But I wish people on these boards could see what it's really like to me on the front lines. Dealing with the public can be really interesting.

Hope I provided some insight. Thanks!

[cc1999]

I have been on both side of the table. I sold for 4 years back in the early to mid 90s before returning to the family distribution business. And now manage one of our stores and take care of our fleet of 50 cars and trucks company wide. So I am buying cars and trucks (Mainly trucks) all the time it seems like now days.

I was one of the few in the dealership that I worked for that did know about the products, at least I tried, we had Chevy, Dodge, Chry, ply, Geo, and Mazda all under one roof. I admit I was weak on the car side though. There were just way to many different models to try and keep up with. Mazda had a on-line certification test that we all had to take. So that helped keep us all more up to speed with there line. But back then Chevy had 0 training and testing and Dodge did try to train and test at least on there truck lines. I remember going to Dodge sales ride and drive schools. Where Dodge had not only there trucks at these schools but also all there competitors trucks as well. I would think that now days there is even more training available than a decade ago, and there is no excuse for a salesman to not know at least the basics of there best selling vehicles (Trucks). When I was selling I always looked at it from the perspective that why do I deserve to call myself a salesman or deserve a commision from the sale, if I don't even know the first thing about what I am selling. How can I overcome the compitions offerings and build value in my offering if I don't even know what I am offering. With the the new internet age approaching more than a decade old, and marketing research thats telling the mfg's to dump TV and print adds and go with on-line advertising instead, the days of a salesman standing around smiling and BS-ing are numbered.

[prototype66]

Ive been selling sence mid 05 here in lansing and I really love the business.The thing I still have trouble with is getting over the stigma of all car salesmen being thieves and crooks.I am totally trying to help people in any way I can then they lie to me and abuse me. Yep, thats sales these days. Not all of the people are that way, usually the ones that go somwhere and get robbed by the (not so honest) dealers around and read all the stuff telling them "how to buy a car" then try to beat me up on price only. That is the one thing that kills me! We go above and beyond what most places do to there cars and the regular customers are in the know but most others don't seem to care if the car is better ,they just want the cheapest price no matter what. They get what they pay for.

[espo19047]

Originally Posted by tama z71

I asked the salesman for the horsepower figures (ive known them to be 242 on the 3.7 for months no), but the salesman spent 5 uncomfortable minutes looking through a numbers booklet to confirm what I already knew.

You sir are just a ball buster. Why waste the man's time? You should not be proud of yourself.You are the type that will always get a rookie because the savvy salesman recognize your type and avoid you...Did you even buy a Colorado? You knew the answer but you wasted 5 minutes of your own life...I wish I had time to waste like you.

Originally Posted by tama z71

This is something that GM definitely needs to address, because I do not think that many of the GM dealerships that have been around for awhile (some as much as three generations) are really ready for the internet savvy customer.

Most of the time the "internet savvy" customer shops price. I would say if a guy who can't answer any questions about the truck is $500.00 cheaper he gets the sale. I am in sales and I am an enthusiast myself. Some of the best salesman Know very little about the car they are selling. This goes for all brands... The sales consultant most of the time does not even get paid to attend a ride and drive. It is a tough business so if you get a good salesman realize his value and pay for it or you will not see him when it is time for your next purchase.If a manager asked you to pay $500 more for the car because the sales consultant is certified would you pay? Most people will use his info and go down the street and buy from Mr know nothing. How many of you people spend hours at a time in training on your job for no pay? I do it but how can I blame the guy who does not?

[cc1999]

If we could ever get to a more of a one price system and get away from the commission structure we currently see in place in the majority of the dealerships around the country. I think we could get to a point that the salesman is paid more on what he knows and less on what he knows how to do. I would likely get back into it if it were more salary based and less larceny based so to speak. Old ways are hard to change so it will be up to the mfgs to force this type of change, but I think if knowledgeable sales people are ever going go be the norm rather than the exception, I think we will have to get away from doing business as usual.

[howpeculiar]

As a customer, I expect the salesman to have at least a glancing familiarity with the product. He should know how to look up what he doesn't know. I have run into many a salesman over the years that immediately want to talk money and deals (the ever popular, "what will it take to put you into this vehicle," as they walk up to you really bites). Sometimes I am on the lot to learn a bit more about what GM is doing accross the brands, and so that I can keep up with the changes. Whenever I am just gathering information, I ALWAYS tell the salesmen that approach that I am not there to buy a vehicle. Other times I am there to buy another vehicle. I can say that I have never bought a vehicle from a salesman that doesn't know enough about the vehicle to be able to make honest comparisons between what I am looking at and the competing products. If you are selling GM trucks, you really need to know a little about Dodge, Ford and the Asian brands. Leaving it up to the customer to figure out the differences can cost you sales. Also, if I am ordering a $50K truck, I expect that the salesman will be savy enough about the truck to help me wade through the myriad options and choices and get down to the right vehicle for my needs and expectations. Like the original post says, don't sell a 1/2 ton to do the work of a 3/4 ton. The salesman really needs to know enough about the vehicle to help the customer make that determination. Ultimately, if the customer has a bad experience with the vehicle, it is the dealer that will forever be blammed by that customer. If a few minutes of discussion could have helped put them into the right vehicle, that means future sales.

[88Fiero]

Originally Posted by zzyzx1122

Having been a pretty successful car salesman for a number of years, I always find it interesting to read the comments of enthusiasts on these boards.

Being an enthusiast myself, I can understand the desire to have a salesperson that knows all the specifics and is a complete expert on every vehicle they sell.

However, most people who shop for cars just don't care about technical details. They buy because they like the styling, comfort, or some other features. But rarely do people go much beyond the basics.

I've *never* had a customer ask me about hydro forming.

Nor has anyone ever asked me about OHV engines vs. OHC. They just want to know if it has good power.

I'll never forget hearing a customer ask one of the guys "What kind of engine does this have?" His answer - "I don't know, but it's a good one!"
The customer laughed, drove the car, and bought it.

So the average salesperson can usually answer the questions of 95% of customers with pretty limited product knowledge. Personality and closing skills can go a long way.

As far as the ride & drive booklets and other sales training guides that are provided from the manufacturer... they are usually written by well-intentioned college grads who have never sold cars in their lives. There's a little bit of a disconnect with reality.

And finally, I must say that the average "know it all" guy who comes in to the showroom and expects you as a salesperson to be a complete expert on everything (asking questions they already know the answers to, in order to "test" you), they are the same people who expect the dealership to make practically nothing in selling them the car.

Then they get on internet forums and bitch about how the salesperson knew nothing, wouldn't deal, bla, bla, bla.

Trust me, if sales people made a decent commission per sale, you'd see more professionalism out of them.

So, like the one guy said before me... if you get a salesperson who is really professional, knows the product, and gives you good service... support them.

Believe me, I could spend hours going over everything on a vehicle and completely servicing a persons needs, but the typical customer will just as soon go buy the same car that I showed them, from a guy who knows nothing about it, if they think it will save them a few hundred dollars.

Unfortunately, that's the reality of most car sales these days.

There are exceptions. And selling cars can be great. But I wish people on these boards could see what it's really like to me on the front lines. Dealing with the public can be really interesting.

Hope I provided some insight. Thanks!
[F New Roman][/font]

Amen brother! Ive been selling GM products for over 30 years. What you had to say is so true. When I first started I was told by old timers "buyers are liars". It didn't take long to find truth in that statement. ON the product knowledge part, everytime you turn around GM is changing some spec. And the same liter engine in a different vehicle has a different horsepower. So after a while you get tired of trying to memorize all the specs on each vehicle. As you said it is rare to have a customer come in and ask intellagent questions. When I do get one I thank them for asking a challenging question. In our area(we have a lot of dutch) all they care about is $$$. Have you tried sales hawk? It has a great comparison feature in it. I cant imagine a dealership that doesn't have GM DealerWorld access for every sales person. I would stay away from such dealers. Seeing as we sell the COMPLETE GMC line we are in the habit of asking what the client is going to do with the truck. We also know about axles, trans, GCWR GCWR etc. The guy that did this article Gruch or something, did you know the 1500HD is really a 3/4 ton rebadged? It has 8600GVW. Did you know the 2500HDs are rebadge 1 tons? GM marketing messed this up.