We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
As I take my first steps in car sales I am beginning to learn some things the hard way, very quickly.
People like to shop, we know this. Especially with a the second biggest purchase they will ever make, a car. Shopping around from dealership to dealership is the best way to find out who is, not only going to give you the best deal but who is, going to be the most friendly and helpful. I have learned a key aspect to car shoppers that might help you from running into the same hardship I have with a few of my first customers.
After you have the customer in a position where the value is built and the product has been explained, your getting into the stages where its time to close up the deal....or not. The customer is excited and wants to hear what kind of deal you can make them. As an excited sales person you go to the manager with information on the vehicle you have found. Your manager prints off a proposal with numbers. Off you go to the customer, proposal in hand, "good news!" you say to the customer. "I have payment that will work for you" you show him the proposal, stated on the paper is all the information including the fees, taxes, cash incentives etc. The customer takes the paper and says "thank-you, ill be back". Guess what, you have just given that customer a piece of paper that they will use as ammunition while they go from dealership to dealership and SHOP-TIL-THEY-DROP. While you provide information to a customer about the vehicle its up to the customer to provide information to you about themselves. Same goes with the close. When its time to make a deal you need the commitment from them before you spill ALL the marbles. When the customer starts to "wheel and deal" thats a perfect time to ask for a commitment. Once you get the commitment, well you will do everything you can to get them the best deal you can. If they just want to know your best deal so they can go to the next dealership and shop them too, it doesn't seem very fair. You work hard provide them what they wanted, customer service, great deal for value and a car that fits their needs and wants, now its up to them to provide you with a commitment.
In closing, use your judgement as to what the customer is up to and if they are just going to shop 'til they drop, if thats the case don't spill the marbles. Get a commitment.