Do what works for you. Dealerships come in all shapes and sizes, so your sales process shouldn’t be from a cookie cutter. “There needs to be some type of a structure in the store. You need to have consistency, but most importantly, do what’s best and what works in your store for your customers,” Zarwell says. “Those are the most important people who walk through your doors.”
Most importantly, remember the fun. “There’s nothing fun for the American consumer right now,” Zarwell said. “But we’re in the business of selling fun. We get to make them happy, and we forget about that sometimes.”
Zarwell is hosting a management roundtable discussion 8 a.m. Saturday, and a second sales discussion at 8 a.m. Sunday. Both are being held in room 208 of the Indiana Convention Center.
– Cynthia Furey