Dear TRAX Dealer,
We really have it figured out. No
kidding. We have learned the hard way that most dealers are
overwhelmed with all the new information TRAX gives them ,
that they become slightly
paralyzed, because we
know you are already over-whelmed with running your business)
when you
see the 70 or so new performance reports. We identified the five key
fundamentals that insure total success and my goal today is to show these
simple tools to you and explain how they work. If you focus on these
easy to do steps we believe you will break new sales records your first full
month.
We have been developing
TRAX since 1996 and our guarantee is...if you perform
the five TRAX basics we promise that each salesperson in
your company will sell an additional $5,000 to $10,000
per month in new business.
The five basics are:
#1.
IGE Report Goal should be at 25-50%.
This is the most important part of
the entire program.
Please read the entire green
paragraph below at least twice.
#2. Mail Unsold Customer Thank You Letters...
Everyday.
#3. Use
the Performance Summary and Performance Letter.
#4. Use The
TRAX Goals Program and Spiff Contest.
#5. Use the auto mailing program and develop a 30 day private sale for
your unsold customers.
The following is a step by step guide on
what each basic and how it will help maximize each salespersons
performance on your sales
floor.
#1. IGE Report
Goal should be at 25-50%.
The acronym
IGE (pronounced IGGY) stands
for "Information Gathering
Efficiency". We assume
that when you make a sale you will get the customers personal information
over 99% of the time. What IGE does is measure how many times you get
quality information when you do not make a sale. We also know that you
will never get personal information on every prospective customer who enters
your store. But I think
you will agree that if you are sure you will not make a sale the first time
in that you should try to develop enough of a relationship that you can gain a
new prospective customers trust so you can follow-up.
We work with many dealers who have extremely high closing ratios and have
IGE percentages over 70%. This is where the
easiest touchdowns are made. If you don't close the sale and
you don't get follow-up information you are dead in the water. Maybe
they will get on the Be Back Bus, but most of the time we all know that they
won't.
Sample_IGE_Report
This report is all that you should be focusing on for the first three weeks
with TRAX. This is a very critical time and your level of success in
this area will determine your long term success with the system. You
should consider a spiff contest for your top salespeople for these first
three weeks. You should make this worthwhile for all the winners and
you should also reward the manager with a bonus if they hit the goal.
I also have a very successful dealer that also pays his salespeople $1 for
every unsold customer they put into TRAX. He does spot check to insure
accuracy but his return on investment here is really huge. Another
thing successful dealers do is have a monthly or quarterly drawing for a
$500-1000 gift certificate, giving the customer additional incentives to
provide their personal information. See additional ideas on the
Training Page Section #16
Read this >>>
Steal
Customers From Your Fiercest Competitor With Better Follow-up
#2.
Mail Unsold Customer Thank You Letters... Everyday. This
is simply making sure that the automatic unsold customer letters are printed
and waiting for each salesperson to personalize every morning when they come
in. These letters to unsold customers you will learn can
be your most powerful form of advertising,
and it only costs you a stamp. The personal note from each
sales associate insures that this beautiful personalized letter is not
perceived as junk mail and make sure when possible that the PS has a
personal note, that is not product related.
Just think about it. How many times have you received a personal thank
you note from a company
where you had not purchased yet? This tiny extra effort immediately
places your company head and shoulders above your competition.
We work with over 2000 retailers and I can
prove that the average closing ratio for first time customers is less than
12%. But if you can get the customer to come back a second time the
closing ratio goes to over 70%. Helping salespeople to get customers
to come back is our specialty. This
statistic was brought to my attention by my good friend Joe Capillo, a great
sales trainer.
#3. Use the Performance Summary
and Performance Letter. Everyone
is familiar with the old Performance Summary Report which tracks each
salespersons personal closing ratios, items per sale, Revenue Per Up and
much more. You should all be using the Performance Letter as well.
This is a personal letter addressed to each sales associate that
automatically prints each week (or each day) and lets everyone know exactly
where they stand in relation to their personal goals and where they stand
compared to the rest of the companies performance goals. It should be
reviewed by the store manager and when there is a positive accomplishment,
there should be recognition and possibly a reward. This letter is much
like a detailed personal coaching session each week and it guarantees focus
on below average performance in all areas on the sales floor. This
personalized letter and report are also completely customized for your
specific needs and desires. Just call us and we will show you how to
hide those features you do not want and add those that you want to see.
Sample_Performance_Letter
#4.
Use The TRAX Goals Program and Spiff Contest. All
good companies have a sales goals program. It's like Yogi Berra once
said, "If you don't know where you are going, you will probably end up
somewhere else". A goals program keeps you on track and allows
you to keep the focus every day on sales, where it needs to be.
Most dealers have a monthly sales goal set for each sales
associate and each person knows exactly how much they need to sell
every day to achieve their goal. The problem with a monthly
goal is that most salespeople don't look at their monthly goal
until about the third week and by then sometimes,
it's too late. With our goals program we break your monthly goal to a weekly
goal and automatically print a weekly company goal report with
symbols to permit each salesperson to know exactly where they stand in
regards to their personal goal for
the period. If they hit their goal for the week they get a two thumbs
up symbol, if they are below their goal but above their minimum they receive
a single thumb up. If they are below the minimum they get a yellow
caution sign. This really gets your, and their attention, especially
if they receive two or three caution signs in a row. Finally if they
are above their goal they receive a Double Eagle symbol which is set at a
percentage of your choosing above the goal.
Sample_Goal_Report
We also have a fantastic Spiff Contest that we urge you to use from the
first day. It is a progressive contest that continues to improve sales
performance and will enrich your weekly sales meetings in many ways.
The longer you use it the more effective it becomes, it guarantees
one of the highest returns on your investment in this
business. It will empower your manager in many ways and you will have
more fun than a tornado in a trailer park. TRAX_Spiff_Contest
#5.
Use the auto mailing program and develop a 30 day private sale for your
unsold
customers. Invite them back with a small incentive.
This for many of our dealers is the most effective and most profitable
event they have all month and all it costs you is a stamp. Sometimes
dealers will sell more than they do on an average weekend. Each month on
the second Tuesday or Wednesday (your least productive weekday) of the month you should have this private sale
and bring those customers back in, that have not purchased yet. They
have already been in and they know what they want. All you need to do is
give them a good reason to come back to you. The three steps
are...
#1. Print the list of all unsold customers who are in TRAX from your
TT Web program.
#2. Have each of your salespeople hand write a small private note at
the bottom of each letter in blue ink and make it a good letter with enough
incentive to make it worth their while.
#3. Use an American stamp and not a meter machine for postage.
It will get open more frequently and part of the proceeds from the post office
goes to the families of our boys in the Middle East and need financial
assistance.
The reality is that (and I can prove this) your below average salespeople
have a closing ratio of less than 12%. But if you can bring a customer
back in on the same project their closing ratio goes to over 70%. You
will also see a sharp increase in the average sale amout for this type
customer as well. You have nothing to lose except the time it takes to
set up and the postage, but I promise your return on investment will be huge.
The TRAX system provides over 70 unique
reports that you will not find anywhere else. This is because
most retailers are very good at capturing information on the sales they
make, what TRAX does is help you capture and utilize the important information on
the sales you do not make. We urge you,
not to even look at these other reports until
you have been using TRAX for a full 30 days. We honestly believe we
can help you break new sales records in the first full thirty days.
Let us have the opportunity and you might be amazed. Our only goal is
to get a testimonial from you telling us how you smashed through your
top sales months.
If you
can't get an
Information
Gathering
Efficiency
number over 25% you are not trying. Please call my personal cell phone
if you need some help in this area.
Sincerely,
Dave
713-854-7706
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