Digital Dealer - March 2020 - 39

Fixed Operations

S A L E S & VA R I A B L E O P S
By
Charlie Polston
Automotive Customer Retention
& Profitability Consultant,
BG Products, Inc.

Every Service Department Should
Have a Salesperson Running It!

>

"Every service department

should have a salesman running
it," according to Don Hardcastle,
service sales manager at Route 66
Chevrolet in Tulsa, Oklahoma.
Hardcastle is referring to himself and
Fixed Operations Director, David Willard.
Willard's background is F&I sales, F&I
sales management, and extended warranty sales. Hardcastle's background includes
a 20-year career in the Navy (with the last
10 years as a Navy recruiter,) automotive
sales management, new car sales, and F&I
sales management.
Note that neither of these guys have
a service background - they have a sales
background.
During his tenure as a Navy recruiter,
Hardcastle was a master training specialist for sales psychology and philosophy.
The job focused on teaching sailors how
to sell the Navy as a career.

March 2020

" They can feel the
difference in power
and performance after
an air and fuel service,
and they can see tread
depth on the tires. All
of these are tangibles
that create emotion,
and people buy on
emotion. "

"Selling the Navy is an intangible -
which is hard," said Hardcastle. "But the
challenge of selling an intangible taught
me how to overcome objections and
close the deal."
Automotive maintenance services are
tangible products, according to Hardcastle, if the salesman will just follow the
sales process they will close the sale.
A customer can see the pollen, dust,
and debris in the cabin air filter, they can
feel the difference in power and performance after an air and fuel service, and
they can see tread depth on the tires.
All of these are tangibles that create
emotion, and people buy on emotion.
Hardcastle has put processes in place to
help advisors educate customers in a way
that leads to a sale.
Hardcastle continues, "Our job is
to make customers aware of all their
automotive needs according to what

[ d i g i t a l d e a l e r. c o m ]

39


http://www.digitaldealer.com

Digital Dealer - March 2020

Table of Contents for the Digital Edition of Digital Dealer - March 2020

Digital Dealer - March 2020
Up to Speed|Tech, Dealer News, & People on the Move
Culture Three Tips to Improve Retention
Strategic Planning Strategic Planning for Sustainable Future
Leadership Five Lessons From Fearless Female Leaders
Spend Management Best Practices to Reduce Costs & Drive Profit
Fixed Operations What to Charge? How About a Little More Big Boss
Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Exclusive Interview With Jay Feldman of Feldman Automotive Group
Social Media q&a With Facebook
Speaker/session Spotlight|a Quick Look
Social Media Social Media Spring Cleaning
Ad Spend Marketing for Profit!
Cpo Toyota Led Record Cpo Growth
Fixed Ops Every Service Department Should Have a Salesperson Running It!
Fixed Operations
Digital Dealer - March 2020 - Digital Dealer - March 2020
Digital Dealer - March 2020 - Cover2
Digital Dealer - March 2020 - 1
Digital Dealer - March 2020 - 2
Digital Dealer - March 2020 - 3
Digital Dealer - March 2020 - 4
Digital Dealer - March 2020 - 5
Digital Dealer - March 2020 - Up to Speed|Tech, Dealer News, & People on the Move
Digital Dealer - March 2020 - 7
Digital Dealer - March 2020 - Culture Three Tips to Improve Retention
Digital Dealer - March 2020 - 9
Digital Dealer - March 2020 - Fixed Operations
Digital Dealer - March 2020 - 11
Digital Dealer - March 2020 - Leadership Five Lessons From Fearless Female Leaders
Digital Dealer - March 2020 - 13
Digital Dealer - March 2020 - Spend Management Best Practices to Reduce Costs & Drive Profit
Digital Dealer - March 2020 - 15
Digital Dealer - March 2020 - Fixed Operations What to Charge? How About a Little More Big Boss
Digital Dealer - March 2020 - 17
Digital Dealer - March 2020 - Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Digital Dealer - March 2020 - Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Digital Dealer - March 2020 - 20
Digital Dealer - March 2020 - 21
Digital Dealer - March 2020 - Exclusive Interview With Jay Feldman of Feldman Automotive Group
Digital Dealer - March 2020 - 23
Digital Dealer - March 2020 - 24
Digital Dealer - March 2020 - 25
Digital Dealer - March 2020 - 26
Digital Dealer - March 2020 - 27
Digital Dealer - March 2020 - Social Media q&a With Facebook
Digital Dealer - March 2020 - 29
Digital Dealer - March 2020 - Speaker/session Spotlight|a Quick Look
Digital Dealer - March 2020 - 31
Digital Dealer - March 2020 - 32
Digital Dealer - March 2020 - 33
Digital Dealer - March 2020 - Social Media Social Media Spring Cleaning
Digital Dealer - March 2020 - 35
Digital Dealer - March 2020 - Ad Spend Marketing for Profit!
Digital Dealer - March 2020 - 37
Digital Dealer - March 2020 - Cpo Toyota Led Record Cpo Growth
Digital Dealer - March 2020 - Fixed Ops Every Service Department Should Have a Salesperson Running It!
Digital Dealer - March 2020 - 40
Digital Dealer - March 2020 - Cover3
Digital Dealer - March 2020 - Cover4
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