I recently watched a couple of old Ric Flair short videos. Now, you want to see someone who was a great entertainer and knew how to work a camera or a crowd it was him. He had a way to get under your skin and make you not like him and yet like him at the same time. Now, granted I'm not agreeing with everything he did in his personal life I'm just referring to what you saw on camera. As a kid I watched wrestling a lot. I didn't understand that it was staged when I was that young and so I really enjoyed the fight. As I got older I lost a little interest in wrestling but I still admire some of the guys that put their bodies through what they did to entertain people.
Ric Flair had it all though. He could work himself into a frenzy with pretty much ease and he always knew what to say. He had a way to make people so mad that people in the stands wanted to hit him and I'm sure many tried. But that's how he kept you engaged. He always ended up yelling in the camera and turning red in the face. He had a way to describe who he was and that he was the best and you almost had to believe him no matter if he won or lost. He made you believe that he was rich and had all these cars and expensive jewelry, though I don't know if he really did. He often talked about how he could have any woman he wanted, not sure if that was true either but he made you believe it even if it wasn't. Ric Flair has been able to do this for a long time and I still am not sure if it was really true or not.lol
What does this have to do with the car business? I'm glad you asked that question. Sometimes, selling a car is about showmanship. It's how you demonstrate the vehicle and how you sell yourself. I'm not saying that you need to be as loud and full of charisma like Ric Flair but you definitely need to be confident and enthusiastic about what or who you are selling. Some guy/girls are overly aggressive and boastful which a lot of the times turns the customer off. And many times some guys/girls are very boring or non-engaged with the customer and likewise turn off the customer. If you are not confident in what you are doing then chances are it will show in your presentation. On the other hand, someone that is confident and has a little energy and eagerness about them can wooooo a customer to the point of a sale even if you are not the lowest price. It's very important to understand that missing a sale or getting a sale isn't always about price, even if the customer says it is. A lot of the time it's because they like the salesman or doesn't like the salesman. I think far too often we want to blame it on the price and not take responsibility that maybe we were the cause of a missed sale. Sometimes we don't sale ourselves or the dealership enough. Sometimes we are overly pushy and aggressive and run the customer to another lot. It's not always the price!
With today's technology, and people doing more and more shopping online, we have a harder time with pricing but, as I said before, a customer sometimes is more satisfied with a great salesperson than a good price. Let's face it, most of the time dealerships are cutting each other's throats the way they gouge prices just to grab a customer and the price may not be much different than what you presented them. And many times the advertising or pricing is just a gimmick to get them in the door and they end up buying anyway because, though it may not be what they thought, they don't want to admit they drove a long distance to buy and don't buy. Most of the time they buy just because they drove the distance. If they come in your dealership they may buy just because they got you as a salesperson so it's vitally important to make a great impression. You always want to show that you want them as a valued customer, show them that they are important and take interest in what they are saying and wanting. So, to make a long story short, let's make sure that we woooooooooooooooooooooo every customer we come in contact with!
Thanks for reading!!!
Fist Pump Guy Out!