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Big Tom LaPointe

Big Tom LaPointe Digital Marketing Consultant

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Want to sell more cars - KISS IT!

17c83a3e4e570e0e4fdbe8102f0e4b93.jpg?t=1Selling cars can be a challenging venture. You hope someone comes in to buy, then try to convince them your product and your dealership are their best choice.

I have great admiration for entrepreneurs, especially ones trying to carve a niche in the automotive vendor space. To find success, you have to have a hook, a new way to look at old challenges, and inspire dealers and / or management teams to buy into your concept.

At the end of the day, though, it isn't specifically about the semantics of calling it steps to the sale or the road to the sale, selling a car is about connecting with PEOPLE - one at a time and in a manner that builds a relationship. If that isn't part of the 'selling process' than selling a car is more akin to being on the highway to hell!

If you can't connect with your buyer on a human level, you are literally just a number - the price you give them. Therefore, the best way to sell a car is to Keep it Simple, Silly - or KISS.
Whether it's in the showroom, over the phone, or through internet communication, selling a car still comes down to several factors:

  • First, get in front of a customer - that may mean asking for referrals, work the service drive or call orphan owners while your fellow salespeople are busy complaining about management and the economy
  • Find out the buyers wants, needs, and purchase ability (everyone wants navi, but not everyone can fit it in their budget)
  • Determine the SPECIFIC vehicle the customer would like to purchase. More than half buy a vehicle different than their original search!
  • Make every effort to have a demonstration drive with YOU, the BUYER, and the CAR they want. This gives them an emotional connection to the car and a human connection with you, even if you have to bring the vehicle to their work or home, subject to your dealer's policies and safety concerns.
  • Here is a KISS secret: ask for the sale! Call it a 'closing question', 'trial close' or whatever, you need them to say 'YES, I / WE WANT THIS CAR, if the terms are acceptable. Did I mention, get a purchase commitment?
  • Agree to pricing and trade value, then give the buyer a great delivery experience they will tell their friends about on social media.
  • Finally, if you want to ensure your sales business is strong next year and subsequent years, STAY IN TOUCH. Find every reason to call them...that's CALL THEM every few months. Sure an occasional email is good, too, but nothing replaces a call. Birthdays, purchase anniversaries, time change...these are all reasons to ring their phone.

If you implement the tried and true KISS technique into your auto sales routine, you greatly increase your odds of success in the car business. This can put you on the path to success.
 

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