JM Lexus hastens sales process by replacing salespeople with product specialists

Article by Andrew Christian, on April 24, 2014

JM Lexus, a dealership in Margate, Fla., has been largest-volume seller of new Lexus vehicles in the world for 22 consecutive years. Its secret? General manager Jim Dunn revealed a philosophy that has turned it into Lexus’ best-selling dealer -- if it isn't broken, then break it and make it better.

In March 2012, JM just did that, replacing its salespeople with product specialists who help potential buyers find the vehicles that best suit them. After that, the specialists would turn the customer over to sales managers who would do price negotiations and financing.

In effect, the move has allowed JM Lexus to reduce the time a customer spends in the store after deciding to buy a unit to 2.5 hours from 3.5 hours, including delivery. Likewise, the dealership posted a 27-percent jump in Lexus sales in 2013 to 5,976 new vehicles.

The move also allowed the dealership to hike its used-vehicle sales by 5 percent to 2,400. Dunn told Automotive News that he doesn't expect to replicate the sales growth feat this year. He said that he expects to a 10-percent surge for new vehicles and a 15-percent hike for pre-owned units.

JM Lexus is owned by JM Family Enterprises Inc., which also owns Southeast Toyota Distributors that distributes Toyota and Scion brand vehicles, parts and accessories to 176 Toyota dealerships in Alabama, Florida, Georgia, North Carolina and South Carolina.

Under the sales set-up, JM Lexus product specialists will greet customers and provide them a Bill of Rights the details the dealership's pledge of a smooth, professional and transparent experience, according to Dunn.

Then, the specialists will show and explain vehicle features. They will also answer any question and could arrange test drives. Once the customer is primed to discuss the price and finance and insurance, the sales manager will take over. [source: automotive news - sub. required]

Topics: lexus, dealership

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