HARDISON’S TIPS – SEPTEMBER 21, 2020
It’s no secret that the future of auto sales is shifting gears. Car buyers are spending less time at dealerships and more time online. But do you know how to be a successful car salesman as we move further into this digital age?
Because while the process of selling cars used to be a well-oiled machine, complete with print ads and billboards – that’s simply not enough anymore. Things have changed.
The price point (and every other detail) of every comparable car within 1,500 miles is at the customer’s fingertips, so a low price can’t even guarantee a sale.
And while charisma and a friendly demeanor might help you sell a car, it’s no use if people aren’t coming into your dealership in the first place. You can’t just wait for customers to stroll in. You need to actively achieve face-to-face time with them before they even step foot in your lot – and that requires video.
So, as you figure out how to become a good car salesman in the 21st century, know that it requires an agile, plugged-in mind to see the opportunities hidden in these challenges.
To help you navigate the new car-buying model that consumers are embracing, we’ve compiled a list of car sales tactics to consider in the modern digital era:
Learn Names and Remember Them
What’s in a name? A lot, actually, especially if you want to get cars sold.
If you want to learn how to be a successful car salesman in this day and age, you need to start learning the names of current and future customers and remembering them.
This needs to happen before any car sales pitch is made. And adding names to the subject lines of your marketing emails – while among good email tactics – doesn’t cut it alone.
You see, with the progression of technology, the personal touch of communication has dwindled. Plain-text emails, especially marketing emails, have lost their authenticity.
But people still need to know they’re not just a number in order to trust you – especially since this is a purchase they only make a handful of times in their lifetime.
So, as soon as you get an online lead, learn their names. Send them an introductory video email and use their names in your message in a natural way – like you would with a friend of yours in casual conversation. You can also write their name on a whiteboard to display in an animated GIF to increase their likelihood of pressing play.
2. Answer Questions and Showcase Your Knowledge (Better Than Google)
Once the introduction has been made to potential customers, you are bound to have questions pouring into your inbox.
But consumers are more educated than ever before because…
• They have access to the same stock you do on any car they’re interested in across the whole country.
They have access to the same Carfax and other reports you do right from their phone.
• They probably have also already initiated at least one or a few conversations with other dealerships and sales professionals through email or some other digital communication medium before talking to you.
However, only you can give them the full picture along the car buying process – not Google. Part of figuring out how to be a successful car salesman right now is learning to adapt.
So, to stand out in the new level playing field, you need to give prospective clients direct answers to their questions on a more personal level via automotive video email. This is how you’ll give them a great car buying customer experience that will bring you success.
As you record, don’t contradict your customers. It can come across as condescending. Instead, gently steer them toward the truth.
Video is the only way you can get this across with empathy. Plain-text email answers can be misinterpreted. Don’t take that risk. Be of value in a personal way that Google can’t.
Make It A Champion Day!