| otive sales training is the one thing that we all | | | | customer and ask, "Hey, what about a used |
| think we have enough of until we get more. | | | | one?" or "What about a minivan instead of an |
| That's right no matter how good you are today, | | | | suv?" If you have been in the business for more |
| you can always become better. And once we do | | | | than a day you know that the customer normally |
| get a little bit better or learn a new technique it is | | | | responds by saying "No" to these two questions. |
| normally pretty easy to reflect back on the deals | | | | Asking your customer to buy something other |
| that we have worked in the not so distant past | | | | than what they initially asked for is at best, a |
| and think, "Wow, If I had only known this last | | | | feeble attempt to switch them and definitely does |
| week when I was with "Mr. & Mrs | | | | not exhibit any salesmanship. |
| __________, I probably would have sold them | | | | At this point you need to lead your customer. |
| a car. | | | | You need to become a salesperson. You need to |
| This is why this column will be dedicated solely to | | | | share with them the benefits in order to help |
| the purpose of examining different aspects and | | | | them realign their thinking. Below are the steps to |
| situations that occur during the process of a car | | | | take if you are trying to switch your customer. |
| deal. Each month we will look either at a new | | | | * Determine which vehicle to switch to first |
| method for contending with the obstacles that we | | | | (preferably something that is close to what they |
| all face in the day to day process or we will brush | | | | are looking for yet more in line with their budget) |
| up on old techniques regarding the automotive | | | | * Ask your customer to come with you for a |
| sales process. | | | | moment (don't ask them if they would like to look |
| I am sure every automotive salesperson reading | | | | at something else) |
| this article has encountered the customer that | | | | * Take them to the vehicle that you want to |
| came to their dealership looking for a certain | | | | switch them to. |
| vehicle, requiring specific "must have" options yet | | | | * Then present all of the benefits of the vehicle |
| was strapped by a budget that was several | | | | you are trying to switch them to. |
| hundred dollars a month away from anything that | | | | By taking the extra time to actually take your |
| could be considered reasonable, at least | | | | customer out and show them a vehicle that suits |
| considering the demands the customer is making. | | | | their needs (and is in line with their budget) you |
| And after our best attempt to find them the | | | | will increase your chances of selling them. Once |
| vehicle that meets all of their requirements, in the | | | | you have taken these steps to switch them from |
| hope that they will adjust their thinking when it | | | | one car to another one of three things will |
| comes down to their less than reasonable budget, | | | | happen. |
| we find that they are not flexible at all. That's | | | | * They will consider the vehicle you have shown |
| right, they want a brand new, seven passenger, | | | | them (And hopefully buy it) |
| leather appointed, suv for $300 a month. And if | | | | * They will reconsider their budget on the vehicle |
| we can't get it for them then they are just going | | | | they originally expressed an interest in and |
| to shop until they find someone who can. Or so | | | | hopefully increase their offer enough that you can |
| they say. But what they will really shop for is | | | | sell them it. |
| someone who can sell them on the idea of buying | | | | * They will not consider the option you are giving |
| something that fits their needs just as well as | | | | them and leave without purchasing. (however you |
| what they are requesting but is more in line with | | | | will have more to talk about on the follow up |
| their budget - possibly a previously owned suv or | | | | phone call) |
| maybe even a minivan. | | | | Sure to many of you this may seem pretty basic. |
| That's right; they are going to buy from the first | | | | To me it is too. But remember that next time |
| salesperson that is capable of realigning their | | | | you want to just ask your customer to consider |
| thinking. By realigning their thinking I mean they | | | | another vehicle rather than taking control and |
| need to be "switched". Many salespeople I witness | | | | leading your customer to an alternative vehicle for |
| think this means that they should go back to their | | | | them to purchase. |