Shoppers are calling and looking at your electric vehicles. They test drive them, but then seem to lose interest. Your ‘features and benefits’ presentations aren’t working on those prospects. What’s wrong?
Some People Don’t Like Math
By most estimates, the typical commuter would save about $850 per year on fuel costs by driving an all-electric car. Some of these vehicles are inexpensive, too, and can be leased for only $200 monthly. On and on the mathematical reasoning goes, verbally and in all the online commentaries on how great electric vehicles are.
That’s the problem. Many people just don’t think in numerical fashion. They don’t know how many miles they drive to work, or how far it is to their friend’s house the next town over. Ask them, and they will answer by how long it takes to get there, not in miles. So, they won’t instantly grasp your miles-per-charge explanation of range or distance.
You’ve got to put things in their perspective. Use terms like “Plug it in to charge every night and you’ll be OK for two trips to work and back, with room to spare.” Sound better?
They Don’t Understand the Tax Advantages
This also falls into the ‘Don’t like math’ category. But everybody does understand that they pay taxes, and that most people don’t like doing so. Fine.
Try this: “How would it make you feel to about get $2,500 off your tax bill this year?” Better yet, you could say “That’s enough to pay for a one-week luxury vacation for two.” Now it makes sense to everybody.
Once that point on tax savings sinks home, you could offer that the tax savings can be as high as $7,500, depending on circumstances.
Examine Your Sales Training
What could possibly be wrong with overcoming sales objections? That’s what we’re trained to do.
Because we (at times) get combative with it when prospects resist. In truth, we really can’t know for sure why anybody does not buy something. Good salesmanship might uncover that that the balky shopper would be better served with a hybrid, if their main motive is to be environmentally friendly, but they need a vehicle with a longer range. Or, they might be better off with one of the fuel-efficient gasoline vehicles available, if they have their budget foremost.
They Don’t Want to Wait
If the electric vehicle they want is not available now, don’t be too surprised if they walk away after the test drive. It’s better to have some good alternatives to offer.
But don’t wait till the last minute to mention them. During your time with the prospect, if you know the car is not going to be available soon, start comparing it to alternatives. Like doing trial closes, drop hints and see how they react.
Face it, most electric cars are small. But to many long-term drivers, safety is in the law of tonnage. Especially when it comes to protecting their teenagers, parents will often buy the largest vehicle their children will tolerate being seen in. So, quit trying to overcome the safety objection, and put them into a larger vehicle.
Lastly, how much can you really carry home from the hardware store or home center in an electric sedan? Not much. Again, the best way to serve the customer is to sell them what they need.