As a salesperson, you will invariably be working for a dealership that represents one or more major manufacturers selling new cars, commercial vehicles or second-hand cars. Fundamentally, you will be charged with the task of working with individual customers to understand their needs, guide them towards the most appropriate product that meets their requirements and, finally, agree the sale to claim your commission.
In practice, this will involve a range of duties, including organising your diary and appointment systems, guiding customers through the entire sales process, data capture, telephoning new and existing customers, and responsibility for the appearance and organisation of the site in which you work.
This is a highly-competitive environment. Not only are you competing with rival dealerships within the same area, you are also competing with colleagues who are equally as hungry for success as you are. And when times are tough, as they have been during the recent recession, the job may become harder. But sales are still being made regardless of the economic climate and those sales people whose personal resolve never wanes will succeed in the long term in this sector. As Henry Ford once said: “If you believe you can or believe you can’t, you’re probably right.”
Hours and environment
While not a traditional 9 to 5 job, sales executives will still work between 37 and 40 hours each week on a shift rota, including weekends and bank holidays. In return, you can expect to earn a basic salary and excellent commission.
The industry has successfully shaken off the negative connotations that had long plagued its image. Gone are the Swiss Tony and Gareth Cheeseman stereotypes and in come the new, modern and professional sales executives who have ditched the ‘sell now and move onto the next deal’ style of selling in favour of building relationships with customers and anticipating future business.
Skills and interests
Employers look for people with a blend of sales ability, customer service skills and commercial awareness, as well as:
- Ability to build rapport with customers and qualify their requirements – both their stated and unconscious needs
- Resilience
- Commitment to hitting targets
- Team player
- Strong negotiation skills
- Ability to consolidate the sale and walk the customer through every stage of the deal
- Effective time management, planning and organising your own daily selling activity, such as telephoning sales prospects (previous/existing customers or general enquiries) to secure new business
- A good head for figures and understanding of personal finance issues
- Strong customer service skills
- Good eye for detail with a talent for arranging visual displays within the showroom environment to appeal to prospective buyers
- A confident individual who is comfortable communicating to a diverse customer base
Industry
The automotive industry is a pivotal part of the UK economy. With over 40 companies manufacturing vehicles of all types, Britain has the single-most number of automotive producers in Europe and contributes around £10 billion to the UK economy every year. However, the retail and service/ maintenance side of the industry can top that.
Indeed, in 2008 car sales and after-sales service generated some £24 billion for the economy among its 67,000 businesses, who between them employ around 552,000 people.
The recent recession hit the sector hard with vehicle sales at a 15-year low. However, the introduction of the Government’s scrappage scheme in 2009 revived the declining fortunes of the industry by encouraging more people to trade in their old cars for a newer model.
Not only did this provide a much needed boost for the industry, it also kept many people in jobs across the automotive sector, from plant to showroom. Indeed, after 15 consecutive months of falling sales, more than 200,000 new vehicles were purchased under the new scheme to add to the 2.1 million normally sold each year.
The industry is changing and facing up to the challenges presented by the threat of the newly emerging economies in China and India which are dramatically increasing their global market share. But the UK is well placed to cope with these challenges. So if you are looking to work in an industry that is forward-thinking and fast-moving, there are few that can match the automotive sector – especially for ambitious sales people eager to make their mark.
Entry
You don’t need motor industry sales experience to get your foot in the door. In fact, many employers will prefer you not to have any so they can train you in their own way. The most important facet they look for is a desire to succeed, a genuine interest in the sector, an outgoing personality, a professional appearance and the commitment to work hard to achieve your targets.
Training, other qualifications and advancement
Irrespective of whether you come from a motor industry background or not, most employers will provide comprehensive in-house training when you start your career followed by ongoing development and support programmes as your career progresses.
Once you feel you have proven your ability as a sales executive you may start to consider what your next career move may be. Your next move may be as a business manager where you will be responsible for maximising income from other channels, such as warranties and GAP, as opposed to that which is generated through vehicular sales.
From here, you could assume the role of sales manager before becoming area manager and eventually national sales director. Although the sales business is a meritocracy, being a good salesperson alone may not be enough to earn you the next promotion.
Indeed, you may be the best salesperson at your dealership, but that may not mean you will also be the best sales manager. As a manager, your focus will be less on sales and more on managing and leading your team, delivering on targets and key performance indicators (KPIs) and ensuring the profitability of your dealership – essentially a Jack-of-all-trades.
To stand out from the crowd as the best person for that next promotion, you need to sell yourself as someone who can already competently perform many of the duties needed to be successful in the job you want. And that means identifying the skills and attributes that make a good sales manager or business manager, for example, and proactively acquiring some of these skills while in your current role.
So volunteer to take on extra duties, but make sure that the tasks you take on will increase your skills set and are relevant to the role you have your eye on. Lead by example and offer to help train new starters. By becoming their mentor, you take away some of your boss’s workload who will appreciate your help and recognise your leadership potential. And be the one who praises the team when you all hit your targets by highlighting the collective success of the team you inadvertently shine the light on yourself and the significant contribution you made to the team’s success.
Furthermore, ask your employer about the training courses available through your company or externally in areas such as finance or management. By demonstrating your commitment to your employer and determination to increase your skill set, your promotion prospects will inevitably improve.
Top employers
There is a plethora of car and commercial vehicle dealerships operating throughout the UK. Some are specialists of particular brands, while others sell pretty much anything that has four wheels. Of the mainstream manufacturers, a report in November 2009 found that Skoda, Lexus, Toyota and Honda topped the list of best dealers in the UK, followed by Subaru, Jaguar, Porsche, Suzuki, Kia and Saab.
There has been a rapid rise in the number of so-called ‘superstore’ car dealerships that have been appearing up and down country at a phenomenal rate and are continually on the look-out for new sales executives. Some of the biggest names in the industry include:
- The Car Shop Megastore
- Motorpoint
- Carcraft
- Arnold Clark
- Car Giant
- Lookers Motor Group
Search latest automitive sales jobs
Professional organisations
Sales people who are dedicated to the profession may find that there are a number of benefits to joining a professional association, even though they are not mandatory. Not only can these bodies offer hints and tips on improve your sales technique, they provide the latest insights into your profession and offer advice on how to develop your career in terms of further training and qualifications.
The bodies representing the sales industry are the Association of Sales People, Chartered Institute of Marketing and the Institute of Sales & Marketing Management.