Seven Basic Reasons Salespersons Fail

 Richard F. Libin, President, Automotive Profit Builders, Inc.

All too often dealerships are comprised of frustrated salespeople who seem to fail more often than they succeed. While there are hundreds of “reasons” for this – personality lack of training, product, etc. – the responsibility lies with both the salesperson and management. To improve their success rate, salespeople should consider these seven common reasons for failure and take action to ensure they get back on track for success.



Salespeople often lose sight of their true objectives. By asking a few simple questions – “Why am I here?” “What’s expected?” “How do I measure up?” – their focus can remain clear and steady. Complement this with the practice of monitoring their goals and objectives as part of a daily routine, and they’ve taken the first step toward success.



Attitude is critical and in salespeople, no matter how it is expressed or what circumstances are faced, it must remain positive. Often salespeople will meet customers with what appears to be a negative viewpoint. The professional must recognize this as an opportunity to turn a negative situation into a positive one and avoid being drawn in to a negative perspective.



Interest sparks job enthusiasm. With a plethora of technical advancements, constantly changing products, services, warranties, and practices, it is easy to be overwhelmed. Keeping a keen interest in the developments not only at their dealership, but in the automotive business will give salespeople an edge and spark enthusiasm in customers.



All of us at one time or another wonder, “Why learn new ideas or ways when the old ways work fine?” In the automotive business, there is no “status quo.” Learning must be a constant goal and successful salespeople seek opportunities to learn with each encounter they have every day.



Having a deep understanding of the job, the product, warranties, etc., is often taken for granted. As a result, salespeople may find themselves working nine to ten hours a day with no comprehension of their goals or achievements. The professional salesperson must approach each day with a plan and clear understanding of their desired results.



As part of a team, each person has to be able to rely on a fellow associate for assistance and support. When a salesperson is unreliable and cannot be trusted, then failure is surely the only possible result.



Empathy is defined as the ability to understand the customer’s problems from their point of view. Salespeople must take the time to identify with each of the customer’s concerns in a genuine manner if they want to meet or exceed their expectations, and ultimately succeed themselves.

Keeping these seven reasons for failure in mind and developing action plans to avoid F-A-I-L-U-R-E traps is the first step on the road to a successful career in automotive sales.

Richard F. Libin is president of APB-Automotive Profit Builders, Inc., a firm with more than 40 years experience working with both sales and service on customer satisfaction and maximizing gross profits through personnel development and technology. He is at or 508-626-9200.

Important Tags: APB
Views: 2417
Domain: Electronics
Category: Business

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