How to help car buyers avoid information overload and make purchase decisions

In today’s world of social media and unlimited access to information, car salespeople have to separate themselves from their competition online. Today on Inside Automotive, we’re pleased to welcome back Matt Easton, sales trainer, consultant, and Founder of Easton University, who discusses how automotive retail professionals can guide consumers in their decision-making process.

In the past, a sales professional’s job was to provide customers with information. Today, customers are overloaded with information, and it’s all available on their smartphones. So, the salesperson’s role now is to help consumers make decisions.

Easton explains that instead of spending all of your time talking about features and benefits, find out what is most important to the customer. Learn about their situation and then focus on helping them make the right decision.

The key is to slow down and focus on the customer, says Easton. There is a lot of misinformation on the internet, and customers need a salesperson to come in like a therapist and help them make that decision. If you can repeat back the customer’s situation to them, and demonstrate that you understand it, that customer will more than likely buy from you.

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