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Jared Hamilton
From: Jared Hamilton
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Bart Wilson

Bart Wilson Director of Operations, Media

Exclusive Blog Posts

How SEO Impacts the Service Department

How SEO Impacts the Service Department

Digital marketing in the dealership often is viewed and conducted solely from a sales perspective. But the service department, often called the "backb…

What 89% of salespeople are failing to do...

What 89% of salespeople are failing to do...

  According to Dale Carnegie only 11% of salespeople ask for referrals. We all know how valuable referrals are but when it comes time to ask for a …

Why Your Online Shoppers Don’t Take the Bait

Why Your Online Shoppers Don’t Take the Bait

You think you’re dangling an enticing lure in front of your customers’ eyes. You plan to set the hook and reel them in. But what you don&rs…

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

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.

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