The Secret To Losing Sales

The Secret To Losing Sales

By

Eric M. Twiggs

“Failure isn’t fatal. But failure to change might be.” John Wooden

What’s the secret to losing sales? If you are looking to gain insight on a secret, it helps to recognize the clues.  In her book “Presence, Bringing Your Boldest Self To Your Biggest Challenges”, Harvard University Psychologist Amy Cuddy, mentions a study that was done of 185 Venture Capitalist who spent their days listening to sales pitches from entrepreneurs looking to receive funding for their startup venture. 

These “angel investors” would decide which business to invest in based on what they heard from the business owners seeking the capitol.  The goal for the owner was to sell the capitalists on why they should invest in their venture.

During the study, the investors were asked what clues they looked for when deciding who to invest with and who to reject. Their findings may help you to understand why you have lost sales in the past.  The #1 clue the investors looked for was if the “sellers” believed their own story.  

The capitalist paid close attention to eye contact, passion, and confident body language.  Based on this observation, they could tell if something was off.  One of the surveyed investors made an interesting comment: “If they don’t buy what they’re selling, I don’t buy what they’re selling.”

Here is the secret to losing sales: Embrace a belief that doesn’t line up with your goals.   Just like the investors, your customers can tell when something seems off.  

Remember that customer you had last week who called around to price shop the estimate the writer gave him, even though his car was apart in your bays?  It’s possible, that the writer who presented the estimate didn’t believe his own story.   Keep reading and you will learn two additional clues to determine if you have a non-believer in your building.   

The Broken Record

I remember a service writer who I coached to schedule the exit appointment.   We would role play exactly what to say and how to say it. I repeated myself so much, I felt like a broken record.   In spite of my efforts, the results never changed!

The following week, this writer attended our service advisor class and told the other attendees that our teachings didn’t work “in the real world”, because the customers in his area didn’t like to make appointments.

He was unable to sell his customers on scheduling their service, because they could feel his lack of buy in.   Does your coaching of the phone script, courtesy check, and exit appointment process leave you feeling like a broken record?

If they have the ability to perform the task, but are failing to do so, a limiting belief may be the root cause. You will continue to feel like a broken record if you keep repeating yourself, instead of confronting their misguided beliefs.

Blaming Your Customers  

Back when I was a district manager, I had a sales problem in one of my shops.  I was convinced that the problem was the customers in that area. This location was in an urban environment, and had a reputation of being a low performer.  

The results were so bad that I had to lay off “Joe” the service manager and promote his assistant to replace him.  This move set off a surprising chain reaction.  Twelve customers who hadn’t been to the shop in over a year came back, thanking me for making the change!  They each told me the only reason they were returning was because Joe was gone!

The problem wasn’t the area or the customers.  It was Joe!  I was guilty of embracing the misguided belief that the customers were to blame.  My sales at this shop didn’t improve until I recognized that the blame always belonged on my side of the counter.  

So there you have it.   Having to sound like a broken record, and hearing your customers take the blame, are two indicators of limiting beliefs.   If you ignore these clues, you will master the secret of losing sales! 

Eric M. Twiggs

The Accountability Coach

www.autotraining.net

PS.  Do you have someone at your shop who blames your customers or the area for their results?  Email me and I will send you a tool to help you get a true picture of your customer demographics based on your zip code.