Auto Dealer Monthly Magazine is the daily operations publication serving the retail automotive industry. This automotive publication serves dealer principals, officers and general managers with the latest best practices.
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S A LE S PRO By Brittany-Marie Swanson Sales Professional of the Month MAY 2013 Adam Dorn's Adam Dorn secret to success d m e showroom is to not act in the show ike salesman. In fact, the sales k salesm like a sa consultan at nu n consultant a Mohawk Honda in Glenville, N e v , N.Y Glenville, N.Y., doesn't believe he's r sold car. o ca ever sold a c "I've nev ' never "I've nev sold a car in my life," Dorn says. "I've educated people on my product to earn their trust enough to have them know that they are getting a fair deal from me." Last year, Dorn "educated" enough shoppers to sell 326 vehicles for the year for an average of 27 vehicles sold per month. In March, based on his customer satisfaction index (CSI) and overall sales, Dorn was named topvolume sales consultant in his volume group for Honda's 2012 Council of Sales Leadership program, one of only 33 sales consultants out of 14,000 to obtain the distinction. "He was also our top certifed used Honda salesperson last year," notes Nick Bonarrigo, Mohawk Honda's general manager. Bonarrigo says Dorn consistently demonstrates a strong work ethic and is always available when his fellow salespeople need help, whether it is in the process of selling a car, delivering a car or flling out paperwork. Dorn started his career in sales selling cellphones and pagers at the age of 18. At 21, he went back to school to earn an associate's degree in elementary education, but found himself drawn back to sales afer the birth of his son. Dorn then landed a job at a local Honda dealership in 2003. By 2011, he had moved on to Mohawk Honda as a sales consultant. Dorn says that his years in sales have taught him that today's customers don't respond to techniques from a decade ago. "High-pressure tactics don't work anymore," he says. "I take a very laid-back approach. "I think listening to your customer's frst impressions is really important," he continues. "Greet your customer with a smile. Don't ask, 'How can I help you today?' but 'How are you doing today?'" Dorn explains that asking a customer how they are, as opposed to what they want, serves as a nice icebreaker on the road to a sale. "If they feel like you're a car salesman, you have less chance of selling them a car," he warns. Building rapport and asking questions is how Dorn uncovers his customers' needs. "If they have kids, safety is important. If they are a younger person, then maybe speed, looks, the aesthetics of the car or the technology in the car is important," he says. "You've really have to focus each presentation around what the customer's needs or wants are." Where Dorn really shines is on social media sites like Facebook and Twitter. Bonarrigo says Dorn uses his Honda Facebook page to post photos of satisfed customers. He also uses both sites to promote specials and customer events. "I think the biggest attribute that allows him to sell 27 cars a month — and make it seem effortless — is his marketing skills," Bonarrigo says. Customers Dorn has worked with ofen refer their friends to his Facebook page for deals on vehicles. He believes 40 percent of his business consists of repeat customers or referrals. To avoid becoming "fat and happy" afer a good month, Dorn works on his follow-up skills when ADAM DORN MOHAWK HONDA GLENVILLE, N.Y. he's not in front of a customer. In fact, he e-mails his customers every 90 days. He uses his initial communications to make sure they're enjoying their vehicle. After that, his e-mails include holiday deals, requests for referrals, and, at the end of the year, an ofer for a free vehicle inspection. "You can't come of a great month and then take the next month of," Dorn explains. "I'm the type of guy who always has the pedal to the ground. Tere's no time to slow down. Tere's always time to make more money." To Bonarrigo, the best thing about Dorn's presence on the showroom foor is he embodies what the dealership is all about. "If there's one thing I would say about his job performance, it is that he, as one of our top performers in our store, exemplifes Mohawk Honda's motto: 'We go out of our way to please you.' And that's what Adam does with everyone." NOMINATE A SALES PROFESSIONAL OF THE MONTH Each year, Auto Dealer Monthly recognizes 12 sales professionals for their achievements. Each monthly winner is automatically considered for the Sales Professional of the Year. Dealers, general managers, and general sales managers are encouraged to reward a top achiever in their organization by submitting their name for nomination. To nominate your sales professional, send his or her name, dealership information and a testimonial on why you think they should be considered. You must include your name, position and contact information as supervisors will be interviewed and sales information verifed. Nominations can be e-mailed to Editor@AutoDealerMonthly.com 32 AUTO DE ALE R MONTHLY • M AY 2013