Buy-In: What are we really after?

When we ask for Buy-In, who are we really serving?  Too often we are serving ourselves and the products or services that we represent because we need or want our product/service to succeed and sell more of it.  Harsh?  Yeah, maybe, but let’s really take a look at a slice of reality. 

To make our services stick at a dealership, we all want buy-in from management and the staff.  Of course, we do.  When people believe that what they are doing is the beneficial to their own wants and needs, they embrace it as their own.  This is what it takes, right? 

What your staff already buys into may work against you.  In the case of an old adage, “Buyers are liars”, there is a lot of buy in from sales staff.  Why?  Well, it suits many salespeople to have an easy road to a sense of ‘control’ of the customer.  If buyers are liars, they don’t have to listen to what the customer is saying, they can keep on their own ‘path’ to the sale and then blame someone else for their performance if the results are not good.  How about “Be Backs don’t”?  Again, if the salesperson can benefit their own need to have control of a situation, this is easy to buy into.  The salesman doesn’t have to really work with the customer in a transparent fashion because, if they don’t get them right then and there, the customer is lost.  In other words, the salesman can stay in the comfort zone that they have created for themselves with their buy-in of this belief.

I know I have said this before:  People will only do things proactively on a regular basis if they find that they benefit from doing it AND it is comfortable to do so. 

One way to address benefit and comfort is the use of logic.  When something is explained in such a way that it becomes logical AND it has sound reasoning behind it, we have taken a step toward buy-in.  But, what of comfort?  People need to feel comfortable doing something that benefits them, otherwise, they will not do it regularly (unless we are talking about the self-starter who will succeed regardless of what management says or does).

When training or installing a product at a dealership, your odds of getting buy-in and success are going to be in direct relationship to how sound the logic is and how well you can communicate the benefits to each and every person who is involved in the process.  If this is not possible, your product and/or service may need to be re-evaluated until it does.

We are living in an era of transparency.  I, for one, am very glad that we are.  Lies and mis-representations are easily exposed because of social media and the internet.  Only hard-core hucksters will really long for the olden days, but they are a small minority and may find a political campaign who needs their services.


About dealerite/in association with AP Level 4

National affiliations of professionals who are engaged in changing the culture of the automobile retail business. Associated with AP Level 4 and Edifice Group. These companies are bringing sustainable marketing which has proven quantifiable improvements in a dealer's market share performance
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2 Responses to Buy-In: What are we really after?

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