All of the guests that visit your dealership looking for a vehicle have something in common. Each one has a problem.
Their vehicle is either too small or too big. It is too old or maybe it gets bad gas mileage. It won’t tow their boat or carry their family. It may be costing them a fortune in upkeep. They all have a problem. That’s why they are in your dealership in the first place.
There are many benefits to finding out what their problem is. First, the need is stated, not implied. Call it “commitment and consistency.” Once committed, people will remain consistent to the commitment. If I tell you I like red, I won’t come back later and tell you I hate red.
Second, there is some trust between you and the guest. Not marry-my-daughter trust, but trust nonetheless. “We will solve this. Let’s fix this.” Everyone knows the importance of gaining trust.
Third, from a needs standpoint, is there any better closing tool than solving a problem? What is this problem costing them? What are they missing out on?
Knowing what the problem is can be powerful. Unfortunately, you can’t just go up to them and ask, “Hey buddy, what’s your problem?” So how do you get your guests to tell you what this problem is?
I have found the easiest way to find out what the problem is asking them about the “problem”, that is, their current vehicle. The vehicle they own may be the vehicle holding them back from those great boating trips. Or the vehicle they are currently driving may not fit the entire family. Asking them what they like about their vehicle and then what they don’t like may be all you need to get them talking. It may take a little more prodding, but I promise you, they have a problem.
Once the problem is out in the open, don’t stop there. If you really want some ammo to help you close the deal, talk to them about what this problem is costing them. The family may be suffering because they can’t go out on the lake like they want. Their vehicle may be costing them an arm and a leg in gas or repair costs. This is where the emotion comes out.
Later on, when the time comes to present the numbers, be sure to revisit the problem and what it is costing them to have it. “Isn’t it going to be nice to make it disappear?” Now you are a Professional Problem Solver.
Try this with your next customer. I think you’ll find your deals go much smoother when you know what the problem is.