Selling 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.
 

Selling 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.
 

It makes sense, and many dealers might suspect, that buyers are willing to travel farther for their car deal than in years past, and those suspicions have been confirmed - again.

A follow-up study by Autotrader.com to their 2012 White Paper, Have Internet, Will Travel, confirmed this month that “two and a half times more car buyers traveled distances of 30+ miles to purchase a vehicle when the Internet was used during the shopping process”. This information was reported in Automotive News.

Autotrader.com identified several factors that influenced a buyer to travel for their car-buying experience. These include:

• Multiple custom (not stock) photos of the actual vehicle – for both new AND used
• Seller’s comments / description of vehicle
• Video
• Dealership merchandising / value proposition

This isn’t the first time these recommendations have popped up, and because more and more buyers embrace the internet as their preferred shopping tool, they continue to rise in importance. Other key factors to consider when planning your online marketing are:

• Mobile-friendly website
• Live chat option on dealer websites
• Rapid and effective inquiry response strategy

What have you done in your store to become more desirable to internet shoppers?

IMAGES: Autotrader.com, Automotive News

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Tom LaPointe CarChat24  Interactive Media Manager / Industry Analyst

www.carchat24.com/ 24/7 Interactive Automotive Dealer Website LIVE CHAT Solutions Hosted or In-House Options – FREE web chat software 727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing.

It makes sense, and many dealers might suspect, that buyers are willing to travel farther for their car deal than in years past, and those suspicions have been confirmed - again.

A follow-up study by Autotrader.com to their 2012 White Paper, Have Internet, Will Travel, confirmed this month that “two and a half times more car buyers traveled distances of 30+ miles to purchase a vehicle when the Internet was used during the shopping process”. This information was reported in Automotive News.

Autotrader.com identified several factors that influenced a buyer to travel for their car-buying experience. These include:

• Multiple custom (not stock) photos of the actual vehicle – for both new AND used
• Seller’s comments / description of vehicle
• Video
• Dealership merchandising / value proposition

This isn’t the first time these recommendations have popped up, and because more and more buyers embrace the internet as their preferred shopping tool, they continue to rise in importance. Other key factors to consider when planning your online marketing are:

• Mobile-friendly website
• Live chat option on dealer websites
• Rapid and effective inquiry response strategy

What have you done in your store to become more desirable to internet shoppers?

IMAGES: Autotrader.com, Automotive News

--------------------------------------------------------------------------

Tom LaPointe CarChat24  Interactive Media Manager / Industry Analyst

www.carchat24.com/ 24/7 Interactive Automotive Dealer Website LIVE CHAT Solutions Hosted or In-House Options – FREE web chat software 727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing.