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Gary May

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Let's Remember Who It's About: Not You!

Have you ever listened to a professional salesperson? No, no, really. Have you ever listened to a professional salesperson? Those skilled in the trade are fantastic about doing one thing extremely well: allowing the customer to understand that it's about them, what's in it for them and how important they are. Those with truly exceptional skill allow people to talk themselves into buying.

So why in the heck have trainers and consultants been ruining it for customers walking into dealerships by knocking some of the following word tracks and customer approaches into salespeople's heads:

"I will do whatever it takes to earn your business"

"I've received your information, I've checked that the car is still here, I've spoken with my manager about the price and I only need to know right now if you have a trade in"

"I need to know what it will take to get you down here right now"

"I will answer all of your questions and I hope to meet you soon"...

In visiting and mystery shopping dealerships all over the country, it is more apparent than ever that salespeople not only like to talk about themselves, they're trained to. The less skilled they are, the more it happens. That's got to be worth everything from the OEM-paid local course, to the $1,500 conference, to the $5,000-10,000 per-day in-house super-duper-trainer with 30 years experience.

Folks, who is everything about? The customer. You will never make it about the customer talking about yourself. Ever! And that is what 3-month newbies to 25+ years veterans do all day long. And if the communication is over the phone or email versus face-to-face, add even more to the irritating factor. Can we all agree that, for the most part, the person that a prospect is talking to is assumed to be their salesperson or at least a sales contact? OK, now that we are passed that, move the focus from you to them...

For the past seven years, the education we bring to dealers and the coaching we bring to sales teams is consistent:

!. Eliminate "I" and change your word tracks to "you"

2. Make everything about the customer, first.

3. Change the delivery to talk about what the customer receives, how it benefits them, when they'll get it, how they'll get it and, absolutely last, who they'll get it from.

Nothing turns people off more than hearing about someone they don't know or care about talking about themselves, what they're doing, what they need, what they can do and can't do, and how much they want to sell a car. #yawn

Changing communication and contact practices will increase contact, appointment and show rates. Oh, and that sell more cars. Period.

 

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You can read more IM@CS posts here on DrivingSales or on our blog

Grant Gooley
Great read! Thanks for sharing Gary. When I was in sales I treated the customer like a god or goddess. Over the top service went a long way. Word tracks are a part of that. You make some great points here!
Jas Aulakh
Great information in this article. Every salesperson at the lot should at least read this and make changes and see how big of a difference it would make.
Shannon Hammons
Great Read

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