Speed is decisive, both positively and negatively!

Last Saturday wasn’t my best day; I had a bit of a rough start… 😬.
The entire week, I was plagued by a bothersome gout attack, and on Saturday, it was so bad that I could barely walk. So, I called Gerard to say I, unfortunately, couldn’t come to help at the Ligier Store Doesburg – Experience Center. However, after sitting on the couch for a few hours, I started to feel a bit better. And let’s be honest: sitting on the couch on a Saturday morning isn’t exactly exciting, so I decided to go to the store anyway.

Working in Doesburg

I arrived in Doesburg at 1:30 PM. Gerard Franken was just helping his second customer, so I grabbed a cup of coffee and looked around to see what I could do… I hadn’t even finished my coffee when a nice couple came in to look at our Lynk & Co’s. They hadn’t called or emailed but just dropped by because they had seen our large inventory online. Moreover, they were from the neighborhood.

Busy in the Store

The first question they asked was if I could tell them something about Lynk & Co. I had barely started my explanation when another couple walked in, asking the same question! I offered them coffee and asked the first couple if they had ever driven one. They hadn’t, so I set up the demo and asked them to take a good test drive. This gave me time to help the second couple. Meanwhile, a third couple came in. They had an appointment, but Gerard was still working on sealing a deal for a Renault Clio.

Short on Time and Attention

In short, I was getting a bit squeezed! How do you ensure you approach everyone with the right energy, enthusiasm, and information when helping multiple customers at once? This is crucial because poor communication recently earned me a 1-star review, and that was on my mind…
When the first couple returned from their test drive, I immediately handed the car over to the second couple and started discussing the test drive experience with the first couple. They were satisfied but mentioned they had seen on our website that more interesting models were coming soon! So, I made an appointment for this week and moved on to the third couple, who were patiently enjoying their second cup of coffee.

Speed vs. Margin

With the second test drive, I again advised them to take their time, allowing me to sit down calmly with the couple who had an appointment. These customers had been here before, had already test-driven a car, but at the time, we couldn’t reach a deal because of the trade-in. They had since sold their trade-in on Marktplaats, so now it was going to be a deal without a trade-in.
Their question was what the offer would be without the trade-in. Normally, I would reply that nothing changes because our prices are market-based, but I felt that “something” might be possible, and I actually didn’t have enough time…

Normally, I would reply that nothing changes, but I felt something might be possible.

During the conversation, the others returned from their test drive and said they would like to receive a proposal. So, I had to quickly switch between conversations. And I gave in. I made a deal where I know for sure I let at least €750 of margin slip away because I had to move on faster than I would have liked to the next opportunity. I gave the customers some “luck” on their final offer with a handshake and sent the agreement later via Walcu and WhatsApp. They understood the situation, had no problem with it, and I moved on to the next customer.

Lessons Learned

And what about Gerard? Gerard was busy with a delivery, which again proves that deliveries should not be scheduled on Fridays and Saturdays. This one couldn’t be helped due to holiday plans, but still… In the end, it costs margin on other deals.
And yes, while I was busy with the next customer, yet another new customer walked into the store. I welcomed them and explained that we were all busy but that we would help them soon. It wasn’t a problem.
The second couple also enjoyed their test drive, and the car we had in stock was exactly what they were looking for! They also had no trade-in, and once again, I let some margin slip…
This once again proves that when a salesperson feels too much pressure or is busy with other things, it comes at the expense of margin. Yes, I closed a deal, and yes, we made money. But I’m sure it could have been better if I had 30 more minutes to calmly discuss everything and show that our deal was market-based. Instead, I said “yes” too quickly, just to move on to the next customer.

Conclusion of the Day

An afternoon of helping out resulted in four deals and two good deliveries for Gerard and me. All the customers were happy, even those who didn’t buy anything. They got all the information and enthusiasm from us. But still, something nagged at me… This happens daily, not just with us but in the entire automotive industry.
If the salesperson isn’t clear-headed, is doing too many other things, or schedules deliveries at the wrong times, it costs deals and margin. I felt the pressure to help everyone in the store. As a result, I opted for the “quick fix,” which negatively impacted the margin.
Also, deliveries, which need to go smoothly, end up costing sales dynamics at such moments. We should schedule deliveries on Monday or Tuesday mornings and make it a celebration. Of course, people will need to take time off on those days, but how often do you buy a new car? Oh yes, my cup of coffee was still there at 5:00 PM…