Here is a question I recently received from a young automobile
salesperson:
"I’m a sales rep just starting off. I am 21 years old and
have nine months experience at a (auto dealership) store.
It is hard for me because I am very young. The rest of the
sales guys are at least 40 with many years of experience.
I would like to ask you for some personal tips so I can
surpass these guys. I don’t have a repeat client base quite
yet, but I’m working up to it. I would appreciate if you
wrote me back."
Here is the answer that I provided to this young go-getter:
You can really set yourself apart if you focus on learning how to
ASK QUESTIONS to determine the KEY FACTORS behind your prospects'
buying decisions. If you ask good questions, your age will
rapidly become a non-factor as your prospects gain respect for
your courtesy and professionalism.
Ask penetrating, insightful questions and listen very carefully
to each prospect’s answers to your questions. Those answers will
tell you whether the individual is a prospect that is worthy of a
significant time investment, and, if they are, how you can best
help them buy.
Too many automobile salespeople are focused on trying to cram a
vehicle (any vehicle) down someone's throat. Or, they are fixated
on features of vehicles that they themselves admire. Here is an
example:
One time when I was looking at cars, I met a salesman that waxed
eloquent about a particular car's engine, horsepower, 0 to 60
time, and other "gear head" specifications. I politely informed
him that those things didn't matter much to me. As long as the
car could perform decently when I was passing someone on the
highway, that was all I needed to know about its engine and
horsepower. I was more interested in the car's appearance and the
quality of its interior appointments. Yet, even though I
explicitly told the salesman what my primary interests were, he
kept peppering his conversation with "gear head babble". I found
his behavior to be quite amusing, but it DIDN’T help him make a
sale.
That doesn't mean you never want to discuss engine specifications
with a prospect. Just reserve those conversations for people that
are truly interested in such things. They will make themselves
known by the kinds of questions they ask and the general focus of
their comments.
When someone visits your dealership, a good place to start a
conversation is by finding out what brought them into your store.
Here are some questions you could ask:
* Why are they looking at your specific brand? Is it because
they have some loyalty to the brand, or did some other
reason bring them into your store?
* Is there a particular type of vehicle or certain features
they are especially interested in?
* Why are they interested in that vehicle or those features?
* What kind of vehicle are they driving currently?
* What do they like about their current vehicle?
* What would they like to change when they acquire their next
vehicle?
* How will they go about making their vehicle purchasing
decision?
* How do they prefer to acquire their vehicles (purchase or
lease)?
* What is their purchasing time frame?
* What factors are driving their purchasing time frame?
People make buying decisions for an astonishing and ever-changing
variety of reasons. Your mission is to determine the particular
combination of reasons that is driving the buying decision for
EACH of your prospects. Be sure to avoid generalizations or
stereotypes and treat each person as a UNIQUE INDIVIDUAL. Just
because someone is a certain age, gender, ethnicity, etc. doesn't
mean they will make their buying decision for the same reasons as
others of the same or similar age, gender or ethnicity!
If you ask questions like the ones noted above, you will prepare
yourself to provide the best possible service to your prospects.
In many cases you will also help them clarify their own thinking
about how they will make their buying decision.
Remember, people don't like to be sold, but they DO like to be
HELPED TO BUY. Facilitate the buying process, help your buyers
rationalize their purchases, and help them make choices that
fulfill their needs and wants. When you do this, the end result
will be happy, satisfied customers that buy from you repeatedly
AND provide numerous referrals!
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