1 This case study is based on car dealerships. How representative is this of other industries? Sales research undertaken at Loughborough University examined the duration and proportion of time that car dealership salespeople spend on selling and selling-related activities, and examined the role and effectiveness of controlled sales processes.

Controlled sales processes – in theory A controlled sales process in a car dealership usually involves a customer information form to collect customers’ contact details, details of their current car (and a valuation, if being considered as a part exchange), the car they are interested in, financing details and information such as where they heard about the dealership.

For the process to be effective, a sales manager (or controller) issues and logs a customer information form to a salesperson for each customer that enters the showroom. The salesperson then gathers the details as part of the selling process with the customer, even if the customer is only browsing. The completed form is either retained by the salesperson or handed back to the controller.

Each customer is discussed at sales meetings and action decided upon until the customer makes a purchase or the sale is lost. The process enables a sales manager to ensure that salespeople are managing prospects effectively.

This system, when used properly, does increase sales. It is especially important in car dealerships as many customers will be at the initial stage of information gathering and it may be months before they make a purchase. Therefore, taking an interest in the customer, professionally collecting their details, undertaking courtesy follow-up calls and targeted promotional activity can help keep the dealership on the customer’s shortlist.