The Sales Floor

A sales conversation fails in a handful of recognisable places. The first thirty seconds are spent talking instead of listening. The discovery questions are asked in an order that makes them feel like a form. The price objection arrives and gets answered with a number instead of a reason. And at the end nobody actually asks for the commitment, so a customer who was ready leaves to “think about it”. Every article here is about one of those places.

A word track is not a script to read. It is a prepared way of saying something you will otherwise say badly under pressure, and the whole craft is in keeping it sounding like a person. Several pieces below are specifically about that — how the same line lands when it is delivered as language rather than recited.

For the phone-room equivalent, the BDC library covers inbound and outbound calls and the BDC word tracks library is the collection built for agents. If you would rather have somebody work with your team on the floor, that is sales consultant training. The virtual store assessment is the honest way to find out which of the four failure points above is yours.

Still looking? The frequently asked questions answer the short version of most of this, what dealers say covers the results side, and Auto Industry News is everything we publish in date order. Or start with the full resource index.