Many know that I have been training on Building your Reputation and how important it is in any kind of sales position. I have been tying in different topics to try to show you how to build your reputation effectively. Today I am going to briefly talk about the topic I trained on yesterday in the meeting that I am certain is vitally important in sales but especially in the car business.
Selling cars can be easy and hard at times but far too often salespeople make it harder than it needs to be especially new salespeople. It's made hard by a simple mistake and that is they might be Fishing With The Wrong Bait. What do I mean by that? I will tell you in a second. But let me ask you something first. Have you ever spent an excessive amount of time on the lot showing a vehicle, or multiple vehicles, and get the customer inside and they do not close? There can be a few different reasons why they don't close but many times we blame it on the price or they may even say it's the price. The fact is that many times, though we or they might say it's the price, we are on the wrong product/vehicle.
Fishing With The Wrong Bait means you are trying to sell them the wrong product/vehicle. If you haven't gone through the correct steps and asked the right questions then you can find yourself trying to build value in the wrong thing. That's not to say that you should always give too much credibility to all they say they "want" as I said in my last post but that you should listen and then follow their request with "what about this particular vehicle are you attracted to?" or "how important is this feature to you to be on your next vehicle?". These are just examples of coarse but you do need to know why and what they really need so that you make sure you are showing the right thing because you don't want to be on too much vehicle but you also don't want to be on too little vehicle. You can also ask them "what do you like most/least about your current vehicle?" or "what would you like to have on your new ride that you don't have now?" and other questions like that but you also have to take into account what their budget may be if you know because too much vehicle will blow them out to another dealership, probably to buy the exact lesser model car you are trying to switch them back to.
Another important step to make sure you are on the right product/vehicle is to model up/model down them. This means that you need to either show them a model up from what they are wanting to look at or show them a model down or maybe even do both. The reason is because that it helps you build more value in what you are really trying to sell them or it helps you find out what is really important to them, based on what they told you they wanted, and it sets you up with a switch vehicle or two just in case the payment is too much or the money isn't right for them then you can say something like "you remember that other model I showed you? It would be closer to your range/payment than this model is". This will help you close them on the car they are in finance on or it will help you switch them to the car you probably thought they should've went with in the first place. Either way you do two things, you find out what is really most important to them and you build an extreme amount of credibility and value in yourself which is also highly important in any sales position which ultimately leads to building your Reputation and gives you more/higher Results/Rewards.
My ending thought is this, make sure you are asking the right questions and showing the right amount of interest in your customers. If you actually listen then you will have an easier time distinguishing what they really need and an easier time picking out the right product/vehicle. Remember, you are the professional so act like it. They look to you for answers many times and you need to be able to solve their problem and answer their questions. Many times the customer needs to be led, if not every time, because all too often they do not even know what they want or what's best for them. It's up to you to make the difference which is why it's so important to make sure that you are Fishing With The Right Bait!
Thanks for reading!
Fist Pump Guy out!
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