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3 phrases that earn customer trust and close more deals — Matt Easton

As customers do increasingly more research on the vehicles they wish to purchase, sales professionals must learn new phrases to keep control of the conversation, and achieve mutually beneficial results. Matt Easton is the founder of Easton University, an education program dedicated to teaching businesses new sales tactics and skills to boost their revenue. On this episode of CBT Now, host Jim Fitzpatrick sits down with Easton to discuss three phrases salespeople can use to build rapport with their clients and close more sales. 

“I’m not sure if it’s for you but…”

The sales process is similar to a football match, where buyer and seller seek to push and shove past each other’s defenses to achieve their separate goals. Pointing a customer to a vehicle without tact is an easy way to raise their guard, as they may feel they are being pressured to make a decision. However, by approaching the situation more strategically, sales professionals can easily redirect customers towards products which work for both parties, and avoid losing the deal. Instead of simply saying “Take a look at this…” or “What about this…” Easton recommends using phrases such as “I’m not sure if it’s for you but…” to introduce models during the conversation. Since buyers are determined to make their own choice, they will be more interested in hearing about the vehicle so they can decide for themselves.

hibernating hibernation, phrasesMore: How to bring your team out of sales hibernation

Are you against…?

Since customers tend to approach the sales process with some form of hostility, sales professionals face an uphill battle. Earning their trust requires empathy. Whenever making a recommendation or redirecting the conversation, use phrases such as “Are you against taking a look at this model” or “Are you against two-wheel drive instead of four-wheel” to let clients know that you are taking their needs into account by allowing their voice to be heard during negotiations.

Does it make sense to…?

One of the reasons that customers approach sales situations with their guard raised is due to their limited industry knowledge. Despite their defensiveness, the typical customer is out of their depth when it comes to selecting a vehicle, even if they did extensive research beforehand. Push too much on a topic they are unfamiliar with, and they may choose to abandon the process altogether, especially if trust has yet to be established during the conversation. However, as a sales professional, your ultimate goal is to take care of the consumer. Ensuring that they feel comfortable and letting them know that your purposes are aligned lowers tension while earning the client’s trust. Rather than assuming a customer is familiar with a topic, or, worse, taking advantage of their lack of knowledge, Easton recommends the use of introductory phrases such as “Does it make sense to look at…” during negotiations. This slows down the discussion enough to allow buyers to follow at their own pace, while giving them room to ask for an explanation without appearing disadvantaged.

Sales is just as much about customer service as it is about closing the deal. By approaching conversations with empathy, and careful consideration of the client’s goals, skilled sales professionals can easily navigate the discussion in a mutually beneficial way.

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Colin Velez
Colin Velez
Colin Velez is a staff writer/reporter for CBT News. After obtaining his bachelor’s in Communication from Kennesaw State University in 2018, he kicked off his writing career by developing marketing and public relations material for various industries, including travel and fashion. Throughout the next four years, he developed a love for working with journalists and other content creators, and his passion eventually led him to his current position. Today, Colin writes news content and coordinates stories with auto-industry insiders and entrepreneurs throughout the U.S.

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