Is it a well-defined process or skills that define sales success? In today’s episode of CBT Now, Sean Gardner, instructor and sales trainer at the Joe Verde Group, joins us to unpack the difference between process and skill and the importance of striking the right balance.
While every dealership will have a different approach, the end goal remains the same: sell a car. The typical steps include: greet the customer, build rapport, investigate, select the vehicle, take a test drive, and so on. A well-defined process is an effective way to homogenize the customer experience across the board, ensuring consistency. However, despite guiding the customer throughout the entire sales cycle, they may not be sold and are getting ready to walk. It’s at this critical point where skill comes into play.
Gardner outlines three of Joe Verde’s foundational skills that will help salespeople better execute within the process and close more deals.
Skill #1: Ask “yes” questions
If you want to get the big “yes”—the customer saying yes to the car—you must earn little yeses along the journey. These are simple questions that salespeople should use to build rapport with the customer naturally. For example, during the test drive, Gardner recommends asking the customer, “This car is driving well, isn’t it?” Most customers will readily agree.
"If you wanted someone to say 'yes,' wouldn't you only ask them a question that they can answer with a 'yes'?"
Getting the customer to say “yes” a few times as they experience the car first-hand establishes mental ownership and makes it easier to close the deal. The Joe Verde Group discovered that getting 45 yeses within 45 minutes increases the closing ratio by 75%.
Skill #2: Don’t get stuck on price
One of the most common things that throws salespeople off is when a customer asks, “What’s the price of this car?” While it’s understandable that a customer is concerned about the cost, the situation can quickly spiral, with the customer pressing for a discount.
It’s critical to shift the conversation away from price toward value. The best way to navigate this situation is to answer the customer’s question quickly and follow up immediately with a new question that moves the process forward.
Skill #3: Learn how to close properly
It’s critical to learn how to close the deal properly without using price as the primary factor. Oftentimes, to adhere to the process, salespeople default to price-based questions, such as the infamous “If I could… would you?” type of close, which can easily backfire.
More often than not, it results in the customer asking for a discount or a lower price. It’s important to close the deal based solely on the value of the vehicle.
The key is to get a firm commitment from the customers on the product first before going into negotiations. Gardner recommends that salespeople ask the following questions:
- It seems like you found the perfect car. Why don’t you pull it up to the sold line next to your trade-in?
- Were you going to transfer plates or put on new ones?
- Did you want something to drink while we start the paperwork?
These are all subtle questions that keep the conversation going and move the process along. However, even more importantly, the customer is verbally committing to purchasing the vehicle—all without mentioning price!
This sets the ground for an easier and more profitable negotiation. When a salesperson can effectively close the deal based on the value of the vehicle instead of the price, it provides better leverage for negotiation, resulting in more profitable deals.
From process to profit
Following the process is essential, and the framework it provides automatically garners decent results. However, executing within the process and strategically navigating tricky conversations with skill is vital and can make the difference between selling 12 to 15 cars a month and 20 a month.
