HARDISON’S TIPS – SEPTEMBER 24, 2021 – Sales Techniques for Maximum Profit -2
Recognize the Truth and What to Do
It can be amazing the lengths to which some customers go. Salespeople stand incredulous as customers tell the manager about promises that never were.
They’ll “pretend” to walk away from a deal to get more discounts. Some will overstate credit ratings or understate payoffs on existing vehicles. Padding income is a common ploy to get the best deal they can.
Of course, none of this works. But, it happens so often the term “buyers are liars” is the first lesson many salespeople learn. Many customers believe car salespeople are liars, so they feel it’s OK to do the same.
So, what’s the best way to handle it? There’s no reason to call them out or become angry. Trust, but verify. When the truth comes out, ask for clarification rather than forcing a hand.
This will give customers permission to amend information and move forward.
How Customers Place Their Trust
Our buying decisions have trust at their root. Brands we know, friend’s recommendations, and online reviews steer us to purchases.
It is no different when it comes to buying from a car salesperson. As customers ask a question, they’re looking for answers about a vehicle and the salesperson. They’ll test both the salesperson’s knowledge and their honesty.
It’s vital to tell customers the truth. A salesperson cannot estimate a payment without loan information or credit check. Early estimates can be way off, leaving customers angry.
The same will happen if a salesperson tries pushing a customer into a vehicle they don’t want. This puts customer needs at odds with those of the salesperson.
Both circumstances tell the customer that the salesperson is less than truthful. Making excuses for the actions or placing blame make it worse.
Know Why Customers Are There
The reasons for a customer shopping for cars vary. It may be a necessity, celebration, or as a gift for a recent graduate. Or, they were in an unfortunate accident, totaling their previous car.
Whatever the circumstance, their reason for stepping on the lot is to buy a car. Though a simple idea, salespeople can forget this when dealing with demanding customers.
When a sale is long and tedious, salespeople need to stick with positive motivation. Answer every objection. Treat the customer with respect and “kill them with kindness.”
This will achieve more sales and less dismissal of customers seen as time-wasters. After all, no one heads to your lot to kill a few hours.
Customers are going to purchase a car. It might as well be from you.