We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
Not to me, but your customers. All of them! Yes, even the one's you feel won't buy anything, even if you are busy when they call, even if you haven't sold a car for a few days and are in a terrible mood.
Are you listening?
Most clients like to talk about themselves. Actually, not most, but all customers like to talk about what they like and their interest. Do you know how to get them talking? It's no big secret, and as a matter of fact sales trainers have been talking about it for years. Just listen, your customers will tell you how to get them talking more. Then, they will tell you why they want to buy, or not buy the product or service you are trying to sell them.
If a customers brings up price, is that an objection or a buying signal? Could be both! You have to listen to what a customer is actually saying. They may not want a lower price, they may just need more information regarding the financial decision they are making. They may just be telling you that you haven't built up enough value in the product, service, or yourself yet. We constantly hear that price is not the main decision factor when people make a purchase.
If a customer says "I want to think about it". What does that mean? It could mean multiple different things. Do they really need to think about it? Probably not. Research says customers spend close to 20 hours online shopping and researching cars before they even come see you, so they have already done all the thinking they need to do. Asking more questions is vital, but more importantly "listen", I mean really listen to what their answers are and that will help you find the real objection.
Do you listen on the phone?
I hear it all the time when a salesperson takes a phone call and they are so concerned with trying to get the appointment set that I think they miss some of what the customer is saying. If a customer ask a specific question, and you sidestep it with "when would you be able to come in", you probably aren't going to get a strait answer back from the customer. They may schedule an appointment as a reflex objection just to get off the phone and never have any attention of coming in because you didn't meet their needs. People are looking for a professional to help them, and they are nervous based on stereotypes and the amount of money they are spending.
They are asking us for help everyday, we just generally don't hear them.
Image courtesy of Microsoft