Introduction post from Vince

Vincent R
Hello, my name is Vince. I have been selling primarily used cars since October. I went to a new car dealership for a short while and hated it. Before I started selling cars, I was in customer service for a few years. Though every sales person seems to have a different answer for everything, most of my learning has come from trial and error. It also seems that the average sales person does not have too many answers for many of the customers' objections. Thereby losing potential customers. So now I am turning to you guys for guidance and maybe I can share some ideas as well!
Dustin Lyons
Welcome Vince, thanks for the introduction. You are right, there are many different answers from many different people about the right or wrong way to do things. My advice is to understand the difference between principles and techniques and focus on truly understanding the principles. When you understand the principles then the techniques are easier to apply and adapt for different customers and different situations. I am happy to share my experience and help with objections or situations that you may struggle with and I am sure that many others are willing as well. Do you have any specific objections that have come up that you don't know how to deal with? Or any specific questions? Hopefully we can help and hopefully we can learn from you as well. BTW how come you hated selling new cars?
Vincent R
Some things that customers say like, "KBB" says this cat is listed $5,000 cheaper than what you are selling it for." "Do you have a card?" "WELL! Thank you for your time!" "I don't have time to stay" "I have to go." Customer is stuck on price even though they've stated they don't want to buy the car. etc. I hated the new car environment because there wasn't enough customers to justify the need for so many sales people. Dressing up was required. Other sales people had low self esteem. They would try to bring others down. I found it difficult to relate to the customers.
Dustin Lyons
Sounds like the new car store you were in didn't have a very good culture and environment. That can definitely make a big difference. The new car dealer where I worked went through a major culture change during the time I was there and it went from being kind of like what you describe to being an absolutely amazing place to work with an amazing team, but it took years to get there and a lot of influence form some very good people. To help answer some of your specific objections, I recommend again understanding principles, and one of the most important principles is that you must create more value for your customer than you are asking them to give up. I know this may sound vague and isn't a specific word track, but understanding that principle can help you avoid objections. I have found that if you focus on value right from the initial greeting of the customer and you handle the rest of the sales process the right way that you can avoid a lot of objections ever coming up. "KBB" says this cat is listed $5,000 cheaper than what you are selling it for.": There are a few ways to handle something like this and the technique that I would use would probably depend on when the customer brings this up, and how the process and relationship with the customer is at this point. But I would't make it a big deal. And respond with something like "no problem, we can certainly take a look at that, and I am happy to get you all the information you need to make the best decision for you including a book sheet with the specific VIN number and options etc... I want to make sure that you get a great deal, but I also want to make sure that you get the right car. So other than the price which we will address for you, is there anything else about the vehicle that would prevent it from being the right one?" "Do you have a card?" I would respond with "absolutely" and hand them a card. I would then say something like "before you go, let me ask you this, how soon are you looking at finalizing your vehicle purchase?" This question will open up several great follow up questions that can keep the customer interested. "WELL! Thank you for your time!" "I don't have time to stay" "I have to go." These are all basically the same, and usually come up because of a real concern that the customer hasn't told you yet, like they didn't see a car that they liked, they feel like your prices are too high, or maybe they didn't like you which is ok, believe it or not there are people who don't like me either. The key with avoiding all of these I think starts at the beginning of the process and through the process itself. Once you hear these objections you should try and pin point the real reason that they are saying that and the way you do that is by asking questions. I would probably say something like "no problem, thank you for coming in to see me, before you go, let me ask you this, how soon are you looking at finalizing your vehicle purchase?" And then again ask good follow up questions to try and get the real objection out of the customer. You can't overcome an objection without knowing what the objection is and most of the time those are not real objections. So the key principles to understand here are knowledge and value. You can't overcome the objection without knowing what it is AND what the customer values. The one asking the questions is the one in control of the conversation and also the one getting the knowledge to create that value. So if you ever get stuck with a customer objection, just ask a question. And start and work the process right! Build trust, rapport, and focus on value for the customer. Ask a lot of questions, and use questions that are worded and designed to help the customer decide for themselves that you are the guy and this is the car.
Vincent R
Thanks for the responses Dustin. Another thing I've been struggling with lately is dealing with some of my managers. I think that since they know everything, they neglect to implement the basics. For example, I had a manager close a deal for me and I'm thinking, "Stop towering over the prospect demanding stips!" "Present the numbers this way." etc. One time a customer wanted to trade in a car. I asked my manager how much he thought we can give him for it. He said, "500" to where the customer could hear. The customer started talking to him about it, said "thank you" and walked out the door. They stood outside for a while and I went back out there and got them back in. I ended up landing them on a car and did a credit app. Though I am still fairly new to selling cars, I still think that sales are lost due to these type of things. How do you think I can handle these types of situations?
Dustin Lyons
Turning a deal is a very smart thing if you need help, but having a good turn guy is important. everyone has their own personality and way of doings things and sometimes that clicks with a customer and sometimes it doesn't, and it is hard to control how some people will get along with others. I was able to take a lot of turns and close a lot of deals for guys and I was usually pretty laid back and easy going with the customers and that style or technique worked well for me, but sometimes having a more "direct", "in your face" closer worked with other customers. A few things I would recommend about situations like this is to try and pick who you turn a deal to if your management allows this. That way you can match up the guy (or girl) who will best match the customers personality. Communicate with your turn person before you reach the customer and give them whatever info might help them. Once you introduce the turn person to the customer, don't talk anymore, just watch, listen, and observe. Talking at this point can take the customer off the track that the turn person is trying to lead them towards. If you develop a good relationship with your turn person and communicate well with them, then you should be able to trust them as someone with more experience to close the deal for you. I often found myself on a turn and after asking just a few questions of the customer had a plan of how I was going to close the deal, but in a lot of cases it takes planting seeds with the customer and leading them down a path so to speak, and I had some situations where the sales person I was taking a turn for suggested an idea that I was heading towards before the customer was ready to hear it. It's kind of like a chess match, I am several moves ahead of the customer, but if you blurt out my move that is three moves away it can blow the whole strategy if that makes sense. Learn from your turn people and from other sources as well so that you can get better and hopefully not need a turn as much in the future. I was very fortunate to work in a dealership with some extremely talented people with very different approaches and it was great to learn from them. And again, learn and understand principles, create value, build trust and rapport with your customers and you will find yourself closing more deals and getting more repeat and referral business and needing turns less and less. Good job on saving that deal though!

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