Best-selling author Bob Burg on how car dealers can apply the ‘go-giver’ philosophy to their customer experience

The car-buying experience begins and ends with the customer experience. If customers aren’t satisfied early in the process, they likely won’t move forward with a purchase. If customers aren’t satisfied late in the process, they likely won’t be retained for future purchases. Today on CBT News, we welcomed world-renowned sales trainer Bob Burg to the show. Burg is a best-selling author of The Go-Giver Series. 

Burg begins the conversation by discussing the reasons why customers make a purchase. He says that customers decide to buy when they feel like there is more value in conducting business than avoiding it. 

Bob Burg says it is natural for individuals to be focused on themselves before anyone else. However, salespeople must fight this natural tendency to understand what customers are looking for. Most people in sales love the product they are selling. Automotive salespeople love the vehicles they are selling, and boldly believe customers should also see the value. However, customers who don’t have a passion for cars might value other aspects of the vehicle. Burg says that value lies in the eyes of the beholder. 

Burg concludes the conversation by discussing the Go-Giver Success Alliance, his mentorship program. As the COVID-19 pandemic picked up, Burg cut out business traveling. He then focused on virtual speaking engagements and online consulting. Cutting back on travel allowed Burg to start the mentorship community. He says the global community is going strong, and he expects it to continue growing.

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