Spitzer Automotive, which has 14 dealerships in Ohio, Pennsylvania and Florida, created a pilot program to help the sales team better understand its core selling process. But before training others, managers had to go through the program first.
That meant brushing up on the "Spitzer 10 Step." The strategy was developed by second-generation owners John and Del Spitzer in the 1950s and has remained essential to the company's success, said Brittney Blowe, director of communications and training at Spitzer, which is headquartered in Elyria, Ohio.
"What we found was our sales staff didn't understand the importance of asking qualifying questions to customers upfront," Blowe said. "They would skip or rush through the steps and then get hit with objections because it didn't meet the consumer's needs."
So she and Tony Black, Spitzer's director of operations, revised the way the process was taught.
"We broke it down and provided specific verbiage that would help give the sales staff the how and why we do each step for the consumer," Blowe said.