EDITOR’S NOTE: The following column, published in the July issue of RV Executive Today magazine, was written by RV Dealers Association (RVDA) Chairman Ryan Horsey of Parkview RV Center in Smyrna, Del. It is reprinted here with permission.
One of the greatest gifts we can provide to another is a path to discovering their voice. Within our industry, we have the ability to provide a means of recycling one of life’s greatest outlets for refreshment by discovering and reacquainting ourselves with the outdoors. With the majority of outdoor enthusiasts flocking to the outdoors to manufacture memories our industry remains in prime contention to serve as their go-to resource. While many are incurring headwinds, the RV industry is still a fast-growing and extremely fun industry to cultivate the outdoor lifestyle.
Every department within an RV dealership contributes to a crucial factor: salesmanship. Formulas and software are helpful tools, but the real power lies in our people. While growing up within an RV dealership, most dealers could agree, we have witnessed many sales enablers through formulas, theories, consultants, CRM’s, software programs, and the list goes on and on. Regardless of the enabler, the biggest contributor continues to be people.
Yes, we’re in the RV industry, but ultimately, we’re in the people business. Consumers’ buying styles may vary, swinging from the “right now” to the “take my time” approach, but the core three-step purchasing journey remains the same: like you, listen to you, and purchase from you. People are more likely to engage with a salesperson and product they feel comfortable with. When people go to purchase a good, regardless of it being a want or a need, and prior to entering a contractual obligation or purchasing the good, we tend to go through these phases and ask ourselves these questions: First, do I like the approach of the salesperson/business? Then, if so, I am most likely willing to listen to that person/organization more; finally, after understanding the salesperson or business and building trust, then the next natural step is the purchase.
Like many industry initiatives, sales are a behavior of action and desire. Salesmanship isn’t rocket science to figure out or put into action. Effective sales, regardless of the specific process, boil down to three core mindsets: skill, knowledge, and desire. This win-win philosophy applies to dealers, managers, and associates alike. The question becomes: how good do we want to be?
Skill is often rooted in an individual’s character, aligned with the dealership’s mission and principles. Knowledge comes from ongoing training, both internal and external, that equips associates with the best practices. Desire is the embodiment of how well the associate wants to perform when bringing all three of these mindsets together. When assessing the performance of ourselves or an associate I use these three variables. In itself, it allows us to be transparent with how we are performing and the direction we wish are goals to climb to.
We can have as many talents within our skill level or knowledge base; however, if we do not have the desire to put them to use, it leaves a lot of questions regarding efficiency and performance unanswered. I love the quote by Robert Trent Jones: “In golf, the greatest distance on each hole is the five inches between our ears.” We all face mental barriers. In sales, service, parts, rentals – in life itself – the question remains: how good do you want to be? Are you willing to break through the barriers of skill, knowledge, and desire?
We still see headwinds within our industry, but the season is still early and there is no better opportunity than right now to do an assessment on how we would like to see 2024 shape up. On the upcoming horizon, RVDA’s Convention Chairman Chris Andro has a lot of big things in store for us during the RV Dealers Convention/Expo coming in November in Las Vegas. Chris has spent a lot of time with RVDA’s staff assessing how to improve this year’s Convention. The Convention/Expo promises to deliver exceptional training opportunities across fixed operations, sales, and owner/GM tracks. Stay tuned to www.rvda.org/convention and RVDA’s social media for updates, and don’t forget to register!
The post RVDA Chair Horsey: The Power of People in the RV Industry first appeared on RVBusiness - Breaking RV Industry News.