HARDISON’S TIPS – FEBRUARY 11, 2021 – CREATE BUZZ AT THE DEALERSHIP WITH TRAINING
About 81 million cars were sold worldwide in 2018. No two buyers or sales were alike. That’s because budgets, backgrounds, wants, and needs vary from person to person. Each sale is more than the price of the car.
Buying a car is an emotional decision. The way people feel about your dealership, the car, the salesperson, and the price affects the sale.
A rude or insensitive salesperson can kill a deal in under a minute. If your car lot isn’t pleasant, customers will leave. Sales staff must be approachable, pleasant, and trustworthy.
Want people to enjoy their visit to your car lot? Want a bigger share of the growing car sales market? Keep reading to learn 12 secrets to successful auto salesman training.
1. Know Your Product
Yes, it’s important to know how to talk to customers. It’s more important to know about the cars you’re selling.
You must know all about the cars. Consumers want someone who can discuss features and performance. Some buyers ask questions to test your knowledge.
A car is a major purchase. The buyer doesn’t want a fast-talking salesperson to convince them to buy. They want to discuss the car with a knowledgeable person.
New salespeople need time to learn about each car. Tell them to make a note of any questions, then confer with someone else in the dealership to get the right answers.
It’s important to say, “I don’t know the answer, but I’ll get it for you.” Never lie or guess at an answer. Most consumers research vehicles online before visiting the lot. If you lie, they won’t trust you and you’ll lose the sale.
When a car shopper knows more than the salesman they’re tempted to ask for someone else. Or, they leave the dealership.
Along with knowing individual car facts, every salesman should know the current inventory. Be ready to offer a different choice if a car buyer doesn’t like the model they came in to see.
2. Be Friendly and Positive
When you meet a potential buyer, make eye contact and offer a firm handshake. Let people know you’re happy to meet them and want to help.
Be sincere. If you’re fake happy or phony, people know it. Be enthusiastic that you have a customer who wants to buy a car.
Never make negative comments about competitors. If a shopper says bad things about another dealership, don’t pile on. Listen with care to see if you can resolve any of the issues.
Be friendly and positive with your coworkers, too. Everyone knows someone who buys cars. Befriend people in every department at the dealership. The sales staff, technicians, service writers, and office staff are all part of the same team.
A happy workplace atmosphere reflects well on the dealership.
3. Observe the Operation
Along with understanding the cars, you should understand how the dealership operates.
Pay attention to inventory. How many units sold each month. What’s the number of auction purchases? How many customers traded in a car?
When you stay up-to-date on the stock, you know what’s available to potential buyers. Walk the lot and study the cars. Or, use the customer relationship marketing (CRM) software to track inventory.
The important thing is to know what you have to offer clients. That includes a complete understanding of how the service department works.
Watch seasoned salespeople. Ask questions until you’re sure you understand the best way to serve car buyers.