Sales professionals have two primary jobs in the dealership: make the customer happy and make the business money. Unfortunately, some companies prioritize the latter so much, that they pressure their teams into using tactics that ultimately drive customers away.
On this episode of CBT Now, host Jim Fitzpatrick is joined by Matt Easton, sales coach and founder of sales training platform Easton University. Easton discusses a critical error dealers and sales professionals often make when interacting with customers and offers simple strategies for avoiding this mistake.
Key Takeaways
1. Easton advises sales professionals to slow down the process in the beginning so that they can speed up the results in the end. Rushing the customer into making a hasty decision not only drives them away but also damages the reputation of the business.
2. Easton explains that every major decision in life, from relationships to car purchases, requires careful consideration. Rushing customers through the decision-making process can ruin the relationship and end negotiations before they have even had a chance to start.
3. A question that sales professionals can ask consumers to guide them through the decision-making process is to ask what their reason is for purchasing a vehicle.
4. Easton advises that sales professionals keep in mind the customer does not care about how their decision impacts the business but rather worries only about how it may affect their personal life. Helping the client identify the potential outcomes of their decision and guiding them through the process of making the correct choice is the sales representative’s most important job.
5. The more detail can be obtained about the customer and the factors driving them to make a purchase, the better results a sales professional can achieve for their business. This cannot be done if both the client and representative are rushed through the process.
"When you understand that level of granular detail about your customer, it speeds up the whole sales process, but we have to slow down in the beginning and learn." — Matt Easton
