A Look at the ‘#WhosNext: A Day With Frank Crinite’ Automotive Documentary
“If you’re worried about $1.50, $3, $10 a day, you’re never going to be successful.”
That’s a quote from Honda sales slayer Frank Crinite in his captivating 60-minute documentary, “#WhosNext: A Day With Frank Crinite – Breaking the Barriers of What’s Possible in One Day,” released this past fall. In the quote, Crinite is referring to the money he spends for car-shoppers on cold bottles of water from the vending machine.
It’s just one of dozens of insightful tips that the 100-cars-a-month Crinite provides throughout the fast-paced video covering a day in his life at the dealership where he works, Piazza Honda of Springfield, Penn.
Crinite is boldly and unabashedly customer-focused. He’s also friendly and fun. When a mom of two young boys shows up after work to car shop, Crinite offers to watch them while she takes the SUV out for a test drive. Baby-sitting and time-saving. How’s that for customer service.
The move also shows business smarts. Just think of all the time it’d take to move the car seats so the boys could go along.
Efficiency is a big part of the picture if you want to start selling 100 cars a month. Remember the vending machine where Crinite buys water for his customers? There are two paths to get to it – one requires 18 steps, and the other takes 22. Crinite measured. He goes the shorter way to save time.
Another shortcut he uses is an electronic business card. (“Because people lose business cards.”) But it also saves him from having to type out his name, title, dealership, contact info, etc., anytime he texts a new client.
If your day becomes anything like Crinite’s, you’re going to need this saved time. The easy math tells us that, in order to sell 100 cars a month, we’d need to sell four cars every day and work 25 days a month (yes, that includes some Saturdays). We’d have to think like Crinite and start making shortcuts everywhere we could, without skimping at all on customer service.
“Work when you’re at work; don’t stand around,” Crinite advises at the start of the documentary. “Objects in motion stay in motion.”
And that he does. Still, you’ll never hear anyone at the dealership tell a customer that Crinite is busy.
“Everyone knows not to say I’m busy. If I’m busy, that sets an expectation that the customer’s not going to get my full attention.”
He always responds immediately to texts and phone calls, and even shares short “live” videos of himself when texting new customers (because it’s more personal – “humanizing” himself is important to him).
Work when you’re at work; don’t stand around. Objects in motion stay in motion.Frank Crinite
He keeps a spiral notebook of referrals and profusely thanks the customers who make them for thinking of him and trusting him with their family and friends.
Most notably, he follows processes he’s set for himself that work. He asks for phone numbers when customers want to refer, because otherwise that referral might never reach out. Why not reach out to them first? And do it immediately!
“There’s somebody who wants to buy something, somebody who wants to sell something,” Crinite says. “We’re just trying to close the gap as quickly as possible.”
Crinite doesn’t seem to be into keeping secrets to success to himself. Anyone who wants to view the documentary – covering topics like “Self-Accountability,” “How to Shorten Your Sales Process,” “My Test Drive Process,” and “Overcoming Objections and Stop Your Customers Walking” – can get 48 hours of access to “#WhosNext” for free right here.
Don’t sell cars? Never sold cars? Odds are you’d still like this documentary: an insider’s look at what is arguably one of the toughest jobs out there. And one thrill of a ride!
Check out our features on other industry stars, like Markiss Stone, Lisa Copeland, Allie Owens, Jonathan Dawson, and more …
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