How To Sell A Potential Car Buyer
It’s a slow day and a customer finally walks through your doors. Just about every salesperson at the dealership hopes the customer is there to see them and that they are next in line to talk with this customer. Every salesperson knows that the only way to make money is to have a chance to sell that customer.
Referrals are easier to connect with, because you have something in common with them - you can talk about the person that referred them to you. However, new customers can be more difficult because you have to find out what their needs are.
Once your focused in on what you believe they want to drive, to fit thier needs for their lifestyle, it’s time for the test drives. On the test drive it is your opportunity to learn a whole lot more about this customer, what he does as a job, is he retired, does he plan on paying cash, financing, and what his downpayment will be. All in the midst of showing him the features of the car on the test drive. This is where your auto dealer training pays off.
Once you’ve found a vehicle they like after the test drives are over, sit down with the customer and start working on pre-approval so you can give your customer the best deal. Take all the pertinent information for the finance department so they can start crunching the numbers.
Normally, this is when your customer starts getting a little squirmy in the seat, and you as a salesperson needs to remember DON’T OPEN YOUR MOUTH, if you the salesman speaks before you let your customer reply you will have more work starting from scratch to focus the customer again.
The customer may tell you at this point that they think they can get a better deal at another dealership. Look at them and smile, and tell them they would like the vehicle if you could get a better deal on it. Excuse yourself at this point to go speak with your sales manager.
A dealership’s sales management team can be a blessing because they give the customer a break from a process that has already been very long, and they give you a chance to speak with them so you can come back to them with a better offer. This may just help you win the sale and that hard-earned commission.
This process may need to be repeated several times with the same customer before the deal is closed. It not only takes your training and skill to win the sale from the customer, it also takes the help of the sales manager to complete a deal that the customer will approve.