What Makes A Good "Desk Manager"

Let me start by giving you my definition. The "Desk Manager" is a role we play as Sales Managers, or Dealer Principals. Whose objective is to maximize deal profitability and secure customer commitment. Now assuming every dealership uses this key role, let me give you "My Take" on what makes a good Desk Manager.

Back in the day the Desk Manager could live off a simple formula. In fact I still hear it used today. "Tight, Tight, Loose, Tight" meaning a salesman brings you an offer and your first two pencils are "Tight" if it gets to the third pencil it's "Loose" and your final pencil is "Tight" once again. Using this formula, to come to a deal, with the customer, usually results in higher profit potential and a customer satisfied with his/her negotiations in the end. While this formula can still produce the wanted results, today's customers are much more educated and the competition much more educating. More often then not, a customer already has the "out the door" price, from the weak dealership, in the nearby county or city who couldn't close a paper bag, let alone a deal. As well as the ever growing online shopper who may have an out the door price from some place he has no intention of buying from.

- A good desk manager trains the salesperson with every deal brought to the desk. A salesperson works better when they have an understanding of what takes place when the deal is brought to the desk. There is no good replacement for hands on training.

- A good desk manager connects with the salesperson and has a mutual understanding on how the deal is presented to the desk and, in turn, presented back to the customer.

- A good desk manager requires all deals have the basics covered (complete write up, complete credit application, two forms of identification, etc.) from the sales person. No exceptions, No shortcuts.

- A good desk manager has the salesperson give a "temperature" check (ex..in a hurry, irritated, been shopping all day, un-enthused, enthusiastic..etc) on customers, to the desk manager.

- A good desk manager takes into consideration several factors, including inventory, customers ability to buy, financing options, customer expectations, customer commitment, and the SALESPERSON'S ability to make it happen. There is nothing worse then to cover all the basics, and "desk" a deal, only to have it all fall apart during the closing step.

- A good desk manager should be "Black and White"...meaning, the desked deal should be understood by the customer, the salesperson, and the finance person...as simple to understand as black and white.

- A good desk manager should know all finance and manufacture promotions.

The most important thing a good desk manager should know. What makes a "Good" desk manager, is having the "Best" salespeople.

This is why it is important to train the salesperson with every deal that comes into your desk. Discuss what went wrong and what went right. Have a solid "basic's" foundation, and don't deter from it. Have strong communication skills or understanding with your salesperson. Have faith in your salesperson's ability, and be good enough that your salespeople have faith in your ability to desk out a deal.

Now, this blog could have been titled "...Sales Manager" or "...Finance Manager" or "What makes a good Dealership" and the final answer would always be the same from me....SALESPEOPLE. But, I received an email from a follower that asked me what "My Take" is on desk managers, and I replied with "...read my next blog..." Bottom line is, the salesperson can make or break a customers decision to purchase from your dealership. Which in turn, affects your bottomline. So, no matter what role you take at your dealership, desk manager, sales manager, finance manager, owner or all the above, train your salespeople to be the best. If you have the best salespeople, that will make you good.

That's "My Take"