Let’s assume customers come into the dealership with a different agenda than you. They think all you want to do is sell them a car for the most money possible, so they’re going to throw obstacles at you such as “we’re just looking” or “we’re just going to walk around.” Don’t let obstacles get in your way. Find out how to give your customers the opposite of what they are expecting on today’s Saturday Morning Sales Meeting with David Lewis.
Morning, everyone, and welcome to the Saturday Morning Sales Meeting here on the CBT Automotive Network. I am David Lewis and today I want to talk to you about obstacles. If you are like most car salespeople, obstacles are the things you hope you don’t run into today. Most car salespeople hate to hear them coming from a customer and you’re probably someone who feels the same way. But here is the reality. The customers you will see today have an agenda, and let’s assume that agenda is different from yours.
You see, they believe your goal is to sell them a car today for as much money as possible, as quickly as you can, no matter what it takes. They think you are the devil who will try to slick talk them into buying something they don’t really want if they’re not careful, and their goal is to stop you from doing that by putting obstacles in your path to trip you up, obstacles like, “I’m just looking. Is it okay if I just walk around alone?” Or, “What is the best price I can get on that car over there?” But these obstacles are actually clues to help you to understand what it will take to help them fulfill their objective, which is to find the right vehicle they want to buy today. Isn’t that why they came to your dealership to look for a car? But when they state those obstacles, what they’re really saying is, “I’m of you because your agenda is different from mine, and all you care about is selling me a car and making a good commission.”
It is not the obstacle you need to deal with to help the customer. It is the fear they have of you. Take away that fear and the obstacle will disappear as well. Be unique, be different, and be inspiring. Today, catch your customers pleasantly off guard by being just the opposite of what they expect in a car salesperson. They think you’re going to pressure them and try to manipulate them and control the decision they need to make. You know what? Don’t do that. Focus on releasing their fears as quickly as possible and getting them out looking at your inventory so they can find the vehicle they will fall in love with.
There’s an old saying that the devil is in the details. These details are questions you don’t need to ask that are designed to pressure the customer. All you really need to know is what they want in the vehicle they’re looking for. What model? What style? What options? What color? Any questions about budget, timeline, credit, and trade early on in the process is just going to make the customer even more defensive. Always remember that they’re looking for the right salesperson and the right vehicle, so be that salesperson and help them find the right vehicle and the rest will take care of itself. It always does. Good luck, have fun, and sell some cars.
Did you enjoy this Saturday Morning Sales Meeting? Please share your thoughts, comments, or questions regarding this topic by submitting a letter to the editor here, or connect with us at email@example.com.