HARDISON’S TIPS – FEBRUARY 10, 2021 – HOW TO SELL MORE AUTOMOTIVE VEHICLES -3
Don’t Pre-Judge Buyers
Just because a potential customer comes in dressed in a fancy suit, it doesn’t mean they want to buy your most expensive vehicle.
The same goes for someone who comes in with a t-shirt and ripped jeans. Try not to judge a book by its cover. There are some people who may be willing to spend more than you’d think for a new car. Or they may be in the market for a subprime car loan that your dealership can accommodate.
Approach anyone who comes into your dealership with a warm smile, and ask them how you can help them.
Host a Public Event
You can’t sell anything to people if they don’t know about your dealership. You may know how to be a good salesman, but that won’t help if the foot traffic isn’t there.
One way you can become more front and center in people’s minds when they’re shopping for vehicles is to host an event. Buy a load of hot dogs and hamburgers, set up a barbecue, and invite people to come for a bite at your dealership.
You can raise money for a local charity through hosting a car wash, or you can make it a sales-focused event where you offer visitors a limited time deal on a new vehicle. Either way, more people will remember the name of your dealership, which can be turned into a sale down the road.
Try Direct Mail Marketing
Some customers may be on the fence about buying a vehicle due to costs or financing. However, you can target leads through mail campaigns that let them know their credit will be accepted without a hassle.
These direct mail pieces can have the dealership name on them, and even your name as the salesperson to contact. This will eliminate some of the worry and paperwork involved for your customer.
Walk The Talk
An often overlooked sales tip is to dress well and pay attention to personal hygiene. While you shouldn’t judge what your customers are wearing, be aware they are probably judging you if you have bad breath or have a stain on your pants.
There’s some truth to the term “dress for success,” as first impressions can make or break a sale.
After you’ve had a conversation with someone in person or on the phone, make some notes about what was discussed and how likely they are to buy.
Set aside some time during your day to make some follow-up calls to see if people are still interested. Don’t waste time by going over what you’ve already discussed (check your notes)—take them to the next level by letting them know why your products are the best option for them now.
If possible, when getting a potential customer’s contact info, ask them when the best time of day is to reach them. They will appreciate your attention to detail, and you’re less likely to get an answering machine.
Follow Leads To Sell More Cars at a Dealership
Getting people through the door of the dealership is one challenge, and closing a sale is another. With a combination of sales techniques and incentives, you can see your sales soaring.