HARDISON’S TIPS – FEBRUARY 8, 2021 – HOW TO SELL MORE AUTOMOTIVE VEHICLES -1
Cars are more sophisticated and convenient than they’ve ever been, but people are buying fewer cars.
However, just because the big U.S. automakers are seeing a decline in sales, it doesn’t mean your dealership has to as well. The fact remains that millions of cars are sold each year in the U.S.
With the right vehicles for sale and an effective approach to selling them, you can increase your profits.
Read on to discover how to sell more cars at a dealership, and close sales quicker.
Get Personal
Potential customers don’t want to feel like another number when they walk through the doors. As a salesperson, you can create immediate engagement by learning the person’s name and using it in your conversation.
It may seem like a simple thing, but referring to someone by name can make a difference in the sales world. It shows that you’re listening, and you’re opening the door to a meaningful conversation.
Once you’ve established their name, you can ask them questions about their needs to best pair them with a vehicle on your lot. For example, if they tell you they do a lot of solo highway driving, then you can suggest a mid-sized car that’s great on gas.
Don’t Waste Time on Converting People
There will always be people that come into a dealership with the sole intention to browse, and that’s okay. Browsing is a good first step in their journey to buying.
You can engage these people and ask if they need any information, but recognize whether they’re moving towards buying, or just kicking tires. If they seem really unlikely to make a purchase—for example, they don’t ask for a test drive or what kind of buyer options there are—then hand them your business card.
They may call you when they’re more serious about buying a vehicle. Until then, you can move on to the eager young couple looking for a baby-friendly SUV today.
Take the BANT Approach
This is an extension on the last point to help qualify sales leads. BANT is an established sales technique that stands for budget, authority, need, and timeline.
Ask your potential customer what their budget is, and then point them to a vehicle in that price range. Don’t try to oversell. Also, determine if the person has the authority to make a buying decision.
Of course, the vehicle you recommend should fill the particular need of the client. If they have three kids they need to cart around to soccer practice, they’re likely not going to want a compact car.
Regarding timeline—this is whether you can deliver the product in a timeline that’s feasible. If the car they want is already at your dealership and doesn’t need to be ordered in, then that’s a big plus.
END OF PART ONE
Make it a champion day!
