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The Automotive Software Jan 19th, 2021 Article
3 Reasons Your 2nd Face/T.O. Process Isn't Working Like It Should...
and how to make it infinitely better...
By Philip Cheatham Jan 19th, 2021
- You don't have any consistency: If you even took the time to read this far, you understand the importance of consistency in all of your processes. You must make your key processes habits of your managers. Great processes will always turn into habits your management team loves.
- You don't have an ordered process with expectations: I discussed this a little above. You must decide what you want. I suggest...
- It isn't tracked: If you don't track this process, it will slip fast. Also, if you track it, you will have great information on what actually happens on your sales floor. Making sure every one of your deals is 2nd faced, is a part...
Why have a 2nd Face and T.O. Process?
Making sure your customers all get a 2nd face or T.O. in a sophisticated manner before leaving is NOT just for you to make every deal. It is a necessary process to make every deal. You will absolutely never make every deal, theres always a new place to find deals. You will absolutely make less deals than you will with a 2nd Face/ T.O. process, than you will without a process for 2nd Facing your customers before they leave. This should be common sense. So, even if it was just for you, you should do it.
I will argue, this is a customer service oriented process. You can NEVER intervene into your sales process too many times to check in on how its working for your customer. You can ONLY do it at the wrong time. Ie: A waiter not waiting for a break in your conversation or interrupting somebody at your table, or us doing the same to our own people when we walk up to their table without eavesdropping first. A great waiter eaves drops on their tables. A great GSM or SM or even GM that is managing their sales floor does the same. They interrupt strategically and check in on the customer. This is customer service. A T.O. or a U-Turn call and every other similar process is customer service. Put yourself in the customer shoes. Done properly, are you ever offended when leaving a restaurant, if the manager introduces himself to you and asks about your meal? It all depends on how its done right? Most of the time, if done properly, this makes you feel special. Yeah, you just got T.O.'d restaurant style. They do that so you come back. They know it increases the probability of your returning and spending more money soon. Just like we study our businesses metrics.
To conclude this introduction. Make sure you have a 2nd Face/T.O. process. We are selling the 2nd most expensive thing people buy. We can never check in on the customer too much during the steps to the sale. After you sell your customer, the steps to the sale start over. You are always within a sales process between you and your customers. You better be and you better get great at checking in on it throughout their entire journey. Always 2nd face your deals!
- You don't have any consistency: If you even took the time to read this far, you understand the importance of consistency in all of your processes. You must make your key processes habits of your managers. Great processes will always turn into habits your management team loves. If you've read my book Dealership Process Secrets or listened to me talk about a variety of different processes, you have heard me talk about your team having directions and how important this is to their job satisfaction, their efficiency and the results of this, being your customers satisfaction, how much your customer pays and if your customer even buys. You can't have consistency in anything we don't expect to happen, train and implement. If you don't have consistency in your 2nd face/T.O. Process, at best you have organized chaos. I will discuss how to create a process, train on it, implement it and track it in the 3rd point of this article. Understand, if you don't expect a certain thing to happen in a certain way, it won't.
- You don't have an ordered process with expectations: I discussed this a little above. You must decide what you want. I suggest in my book Dealership Process Secrets in the first section to divide your sales team into closers and demo specialists. We call them Product Specialists, Fit Specialists for bikes, but really their job is to meet & great, fact find, land, demo and close the customer just on entering the negotiating phase, what I call a Step 5. Your closers just get great at getting commitments and thats mostly what they do in my perfect dealership. They have very little management duties when I set the store up. In my perfect store you then have your Sales Managers/ Desk Managers either doing the 2nd Face of their deals, and or sending out another closer on other closers deals. This needs to be done strategically and it is great for your team, when done in a way to help nurture our closers skill sets, it can be counterproductive if this process isn't done purely with thoughtful teaching in mind. Some have a sour taste on this process because they were on the receiving end of it not being used correctly. First, If we are truly 2nd facing every deal. Nobody in your dealership will be special. They will all face the T.O. When the combination of all the processes are implemented that I've discussed in this paragraph, you will actually have your demo specialists asking for their T.O.'s. Your closers will all win some and lose some. Tips: Don't use this process to beat people up, use it to make people better. We do that by being fair across the board and using the T.O. more to check in on our customer and make sure we make deals more than we do it to try to keep a little gross on a weaker closers deal. Your weaker closer won't learn that way. Once you have this ordered process and expect it to happen, you will just need to track it.
- It isn't tracked: If you don't track this process, it will slip fast. Also, if you track it, you will have great information on what actually happens on your sales floor. Making sure every one of your deals is 2nd faced, is a part of the Daily Desk super desk-log software available here. This is the final step in making sure this process NEVER slips and gets solidified. Once you have this working properly, your closing ratio will noticeably go up. Your Sales Managers will be pushed harder to make every deal when you are watching with the Daily Desk. They can't bullshit anything anymore. You have too many eyes and the expectation for them to 2nd face, having to write a note as to why they let the customer go and knowing the U-Turn call is coming. They go home more fulfilled, because you implemented the process that forced them to push as hard as they could to make every deal. We feel great when we know we did everything we could. Get er' done!
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