Founder - Sellchology Sales Training
Online Guides vs. Appraised Value – The Art of Fighting Without Fighting!
There is a great scene in the classic martial arts movie Enter the Dragon. Bruce Lee is being transported to an island where the top martial artists are competing for recognition as the best of the best. While on the boat to the island, an impatient fighter tries to pick a fight with Bruce’s character and asks him, “What’s your style?” Bruce quickly responds, “My style is the art of fighting without fighting!” Confused and curious by his answer, the bully offers to fight Bruce right there on the boat. Bruce at first declines but then realizes that this guy is not going to just go away so he offers the eager fighter to take a small dingy boat to a nearby island to show him his style. Once the bully gets in the boat, Bruce releases the rope connecting it to the main ship and slowly lets the bully drift off into the water. Bruce reattaches the rope and rests for the remainder of the journey, with the bully in tow 50 feet behind the ship. This is the art of fighting without fighting!
I recently I posted a question on my Facebook page that generated a great deal of comments and interest. Here is the original question I posted:
Dealing with the objection, "The Online Guide is the Bible and you're a liar!" What are some of your strategies when a customer is quoting an online guide and not "buying" your trade value?
In this article I will summarize some of the comments I received and then describe one of my favorite ways to address the 3rd party guide objection to your appraised trade-in value: The Internet Guide Close.
It was clear in many of the comments to this post that salespeople feel that some customers are like that bully on the boat trying to pick a fight. And many salespeople feel like they have to fight back.
The collective wisdom generated a list of ineffective responses that are used by some salespeople to address a customer’s objection of an Internet guide value.
Here are the top 10 ineffective responses salespeople and managers are using:
10) “That is just a guide and guides don’t have to be accurate!”
9) “Nobody knows where they get those numbers from.”
8) “Those guides are for consumers, so they are always inflated.”
7) “If I give you trade-in value, are you going to let me sell you mine for retail value?”
6) “We don’t use those guides at our dealership.”
5) “You can’t trust what you find on the Internet.”
4) “If you were selling me a house, could I use a guide to tell you its value?”
3) “We only use them if we aren’t familiar with the vehicle.”
2) “You probably entered the information there wrong.”
1) “They can say whatever they want, are they going to write you a check?”
I want to offer a more effective response to the “Internet guide” objection. This technique is based on one of the core principles of Sellchology – Selling through psychology. The principle is called proactivity, which means you introduce the objection FIRST so you don’t have to overcome the objection.
The technique is called The Internet Guide Close and it involves these 5 steps:
- Pick a car, book a car
- Print off the disclaimers
- Be prepared
- Discover the discrepancy
- Help them see the truth
1. Pick a car, book a car – Once a week, book out a vehicle from your inventory using 3 online guides. For example, book out something like this: 2010 Ford F150 Supercab XLT 60,000 miles. Assuming you put in the same equipment, you’ll probably get 3 different values that could range up to $3,000. Print all 3 values and have these copies ready at your desk.
2. Print off the disclaimers – Every one of these guides has a disclaimer stating something like this: "We are just a guide, and we don't guarantee accuracy. Please visit a dealer for a real appraisal." This is in fine print so it may take some navigating to find it but it is there! Most disclaimers can be found under the “Visitor Agreement” tab at the bottom of the page. One site calls their values “opinions”, while another site basically says “we give NO assurance that any of our advice is ACCURATE.” Here is my favorite, “we assume NO RESPONSIBILITY for the accuracy of the information we provide.”
3. Be prepared – It’s time to be proactive! When you sit down with your customer and before you get an appraisal ask the customer this question: "Are you familiar with how we perform a fair market analysis to determine the actual market value of your vehicle?"
The customer may say, “I saw a guide that said my vehicle was worth $20,000.” Even if they don’t mention a guide, be proactive and share your 3 copies showing 3 different values on the same vehicle.
4. Discover the discrepancy – Let the customer look at the information and allow them to discover the discrepancy. You may say, “I want to show you how we do it here at ABC Motors because I know it can be confusing if you’ve looked at online guides and then dealership values, and you’re trying to figure out which one is fair."
Then hand them the copies of the vehicle you booked out this week and say,
"Take a look at this and tell me what you notice."
It’s important to let the customer discover the discrepancy!
5. Help the customer see the truth – Politely and professionally point out the fact that these sites are just guides, that most won’t write you a check, they don’t have to be accurate, and that these sites make their money from advertising, not accuracy. Once you’ve made your case, present your numbers and close the deal!
If the Internet doesn’t agree with itself, it’s reasonable that we may also have a different number, too.
Most customers presented with this information will agree that out of all of the opinions out there, the one writing the check has to be the one that matters the most.
Following all 5 steps of the Internet Guide Close allows the customer to be educated and better informed. And the sales consultant is now positioned as a resource that is more transparent than the online guides.
The point is, don’t argue with the Internet and instead let the Internet argue with itself. This is the art of fighting without fighting!
Founder - Sellchology Sales Training
Virtual Sales Training | Dealer Consulting | Speaker | Dealership Training
Founder - Sellchology Sales Training
Report Card - 12 Key Areas of Opportunity for 2015
12 Areas That Make Up a Healthy Dealership Culture of Growth
When building the culture of growth in a dealership, there are 12 Key Areas that make up a healthy dealership. These following areas are not necessarily ranked in order of importance or of urgency.
These are 12 independent areas for developing a culture that is healthy and thriving in your store. Please consider each one of them separately and based on the score given, look for opportunity to grow and develop your organization.
With each area please look at the description and then assign a score/value for how your dealership is performing in that area on a scale of 1-10, 10 being the highest possible score. The highest total possible score is 120.
To get the best assessment it may be worthwhile to have several members of the leadership and even team members from different departments who have been with the company long enough to offer perspective on its culture.
12 Key Areas of Growth - Scale of 1 to 10:
___Culture – the overall mission, purpose and values that drive the store
___Plan – the future and on-going growth plan and strategy
___Team Members – the commitment to maximizing each indivdual position
___Processes – how effective and consistent we execute each process
___Merchandising – how we manage & market our inventory on the lot and online
___Perception – the mind of the marketplace - what people think and say about us
___Facility – how it maximizes the customer and employee experience
___Pricing – strategies for maximizing gross and profitability
___Marketing – strategies for creating and increasing leads and opportunities
___Pay Plans – how well the pay plan incentivizes desired behaviors
___Resources – how we utilize our tools, vendors, & technologies
___Personal Development – Improving our personal life to become the best version of ourselves
____ YOUR TOTAL SCORE
This is a brief summary of a 15 page Culture Assessment.
For the complete assessment, including scoring guide and specific questions to ask your team, please email me: jon@sellchology.com
Scoring and implications:
12 – 36 suggests an unhealthy culture and a significant opportunity for improvement and an overall shift in the direction of the dealership.
37 – 60 suggests huge potential for growth and significant changes should be made in order to more effectively optimize the dealership’s profitability.
61 – 84 suggests the dealership is doing an average job and is operating at an effective level of production. Small changes can lead to significant improvements in the health of the culture and the dealership’s profitability.
85 – 100 suggests that the dealership is healthy and effective in capitalizing on its resources, opportunities and people. The culture is being intentionally developed and managed.
101 – 120 suggests an extremely healthy environment and business. There is intentionality by the leaders and the resources and culture are being maximized.
Founder - Sellchology Sales Training
Virtual Sales Training | Dealer Consulting | Speaker | Dealership Training
4 Comments
Kijiji, an eBay Company
Seriously though, at minimum once a year it is important to step outside of your dealer bubble and take an honest look at everything.
AutoStride
IMO, it's important to spend the money on an outside consultancy to do a SWOT analysis. Goes along with what Robert said. https://en.wikipedia.org/wiki/SWOT_analysis
Founder - Sellchology Sales Training
Report Card - 12 Key Areas of Opportunity for 2015
12 Areas That Make Up a Healthy Dealership Culture of Growth
When building the culture of growth in a dealership, there are 12 Key Areas that make up a healthy dealership. These following areas are not necessarily ranked in order of importance or of urgency.
These are 12 independent areas for developing a culture that is healthy and thriving in your store. Please consider each one of them separately and based on the score given, look for opportunity to grow and develop your organization.
With each area please look at the description and then assign a score/value for how your dealership is performing in that area on a scale of 1-10, 10 being the highest possible score. The highest total possible score is 120.
To get the best assessment it may be worthwhile to have several members of the leadership and even team members from different departments who have been with the company long enough to offer perspective on its culture.
12 Key Areas of Growth - Scale of 1 to 10:
___Culture – the overall mission, purpose and values that drive the store
___Plan – the future and on-going growth plan and strategy
___Team Members – the commitment to maximizing each indivdual position
___Processes – how effective and consistent we execute each process
___Merchandising – how we manage & market our inventory on the lot and online
___Perception – the mind of the marketplace - what people think and say about us
___Facility – how it maximizes the customer and employee experience
___Pricing – strategies for maximizing gross and profitability
___Marketing – strategies for creating and increasing leads and opportunities
___Pay Plans – how well the pay plan incentivizes desired behaviors
___Resources – how we utilize our tools, vendors, & technologies
___Personal Development – Improving our personal life to become the best version of ourselves
____ YOUR TOTAL SCORE
This is a brief summary of a 15 page Culture Assessment.
For the complete assessment, including scoring guide and specific questions to ask your team, please email me: jon@sellchology.com
Scoring and implications:
12 – 36 suggests an unhealthy culture and a significant opportunity for improvement and an overall shift in the direction of the dealership.
37 – 60 suggests huge potential for growth and significant changes should be made in order to more effectively optimize the dealership’s profitability.
61 – 84 suggests the dealership is doing an average job and is operating at an effective level of production. Small changes can lead to significant improvements in the health of the culture and the dealership’s profitability.
85 – 100 suggests that the dealership is healthy and effective in capitalizing on its resources, opportunities and people. The culture is being intentionally developed and managed.
101 – 120 suggests an extremely healthy environment and business. There is intentionality by the leaders and the resources and culture are being maximized.
Founder - Sellchology Sales Training
Virtual Sales Training | Dealer Consulting | Speaker | Dealership Training
4 Comments
Kijiji, an eBay Company
Seriously though, at minimum once a year it is important to step outside of your dealer bubble and take an honest look at everything.
AutoStride
IMO, it's important to spend the money on an outside consultancy to do a SWOT analysis. Goes along with what Robert said. https://en.wikipedia.org/wiki/SWOT_analysis
Founder - Sellchology Sales Training
Don’t Sit Down! 6 Reasons to Change How You Do Your Investigation
When you meet a new customer on the lot, where do you start your investigation process? I believe there is one best place to do it. But before I share what it is and why it’s the best, look at these typical places and pick the one where you usually start your investigation process:
a. Out on the lot
b. At your desk
c. On the show floor
d. Near the new car the customer’s considering
e. Near the customer’s car
Let’s consider the pros and cons of each one of these starting places.
Out on the lot
If you tend to investigate on the lot, I think you may like to ask questions in an environment that doesn't feel too constrained. You may also think it’s less intimidating for the customer to do it there. I’m going to challenge you, though, because I don’t think that this is the best place to start.
At your desk
I can see why you would choose to do it at your desk. If you were taught to "get control" as quickly as possible, the most controlling environment for the sale is at your desk. It’s also convenient because you can take notes there or access information. I understand why you’d want to be at your desk, but I’m going to show you that there is a better place to do your investigation.
On the show floor
If you investigate on the show floor, you probably do it for the same reason I used to do it there. I liked it because of the casualness of a conversation that happens on the show floor. However, I’m going to suggest that it’s not the best place to start.
Near the new car the customer's considering
You’re probably trying to be as efficient as possible. By going to the new car and asking questions there, your hope is that the customer will share a lot of information because they’re standing next to something they’re interested in. However, I think there is even a better place to find out what the customer is looking for.
Near the customer’s current car
If this is where you usually do it, congratulations! Most salespeople would never pick the customer’s car to begin their investigation unless they were specifically taught to do it. Let me share why this is the best place to start.
6 REASONS to Start the Investigation at the Customer’s Vehicle
Going to the customer’s car at the beginning of the investigation process will give you a unique advantage in the sale. Here are the 6 reasons why I believe it’s the best place to start.
1. Their current car is the customer’s physical comfort zone. Because they spend so much time there, it is a place where they physically feel comfortable. Any place where we spend a lot of time feels very comfortable to us. If you’ve been employed at the same company for several years, it feels very familiar. Also, your home is your kingdom. This is the place for you to relax and spend time with your loved ones. Similarly, your car is a physical comfort zone because you spend so much time there. In your car you can sing out loud, listen to your music and do what you want. Going to a dealership is stressful for many customers, so when you invite them to one of their physical comfort zones (their car), they can physically relax. You will see their body language shift and become more open. They will become less tense and can talk to you casually like they talk with their colleagues or their family members.
2. The 2nd reason to invite the customer to their current vehicle is that it’s a conversational comfort zone for them. A conversational comfort zone is something they feel comfortable talking about. It’s easy for us to talk about things we’re very familiar with. When you ask questions about the customer’s car, it’s a natural way to have a conversation. You can ask questions like, “How long have you had it?” or “Has it been a good car for you?” or “What do you like most about it?” As you spend time talking about their car, the customer will begin to open up to you.
3. Reason #3 for starting your investigation near the customer’s car is because it will give you patterns of the customer’s current equipment and current situation. By looking at what they’re driving now, you’ll become familiar with what they are familiar with. For example, you’ll see if they have Bluetooth technology or if they have integrated stereo mounted controls. Their current level of equipment will tell you what you should emphasize in the next vehicle or what you don’t need to emphasize because they’re already very familiar with it.
4. The 4th reason to be at the customer’s car in the beginning of the investigation process is to find social and rapport building clues: bumper stickers, car seats, dog toys, tennis rackets, school stickers, or license plate brackets. All of these things will tell you a little bit more about your customer. Seeing these items will help you start a conversation and build rapport faster. Just think about - at your desk you’d have to ask someone if they have kids, but if you stand next to their car, you can tell by the Cheerios in the seats that they have small kids.
5. The 5th reason why you should go to the customer’s car first is because it will help you understand their financial situation. You can see what kind of car they have now and get an idea on their financial situation. You’ll also understand things like the condition of the car and how well they’ve maintained it. Asking financial questions is much easier if you’re standing next to their car. You can ask casually, “What sort of payment are you making on a car like this?” or “Did you put some money down in order to get that low of a payment?” Asking these questions while standing next to the customer’s car makes sense and will not be perceived as pushy.
6. The 6th reason is because it is their escape pod. Quite frankly, you want to go to your desk because it gives you "control." When we go to the customer’s car, we give them control. And when you give a customer control, you gain their trust. I believe the best position for a sales professional to be in is when the customer is in "control" but the sales person is leading the process.
I hope you’ll consider these tips and start your next investigation by your customer’s current vehicle. It will allow you to start the conversation naturally and casually in order to help the customer relax. It will also allow you to be efficient by learning about your customer’s needs and wants much faster.
Founder - Sellchology Sales Training
Virtual Sales Training | Dealer Consulting | Speaker | Dealership Training
14 Comments
Sloan Ford
Great Article! We have a 5 step process in place now and the customers trade is #2 right after the meet and greet. Everything you need to know is right there and yet too often we fail to gather this information when it could be helpful. Thanks for posting!
Founder - Sellchology Sales Training
Chris, you and I think alike! A customer's current vehicle has lots of valuable information. But just to clarify, my process is not the same as a trade-in valuation. Even if a customer is not trading their vehicle, I still encourage sales people to start the conversation at their current car for the reasons I outlined.
Tittep Automotive
Man...that is genius. Is there anything it DOESN'T do?? You can even refer back to it at the closing..."And that's great, because for only two dollars more a day, you can get rid of that cramped up Chevy and finally have enough room for the kids". (Applause!)
Tittep Automotive
And....am I the only one who thinks the pic on the front page scroll for this article looks like Flo from the Progressive ads?? /too much ad watching
Luther Brookdale Toyota
Thanks for the article. What would you suggest for those of us in winter climates when chatting outside is not always an option? We appraise trades early as part of our process however I like the "trade as a safe place" concept. Just wondering how I could put it into practice.
CBG Buick GMC, Inc.
Jonathan, awesome article. And it's something that's so simple yet so often forgotten.
AutoMax Recruiting & Training
I had been taught to investigate after bringing the customer to my desk in the showroom. While it is way to begin the sales process I do think your recommendation makes a lot of sense. Do you advocate the salesperson then communicate with management before selecting a vehicle from the inventory for feature presentation?
MARK DODGE
Nice job Jonathan-I will use this in my meeting. Thank you for posting.
Founder - Sellchology Sales Training
Lynn, I lived and trained dealerships in MN for 10years so I feel you with the climate question. My thoughts (and my techniques) are all about creating a unique and comfortable experience for the customer, so if weather does not permit for us to physically (benefit #1 in article) go to the customers current vehicle then I will begin inside (probably at my desk) and start my investigational questions about their vehicle (benefit #2 in article). Example: "In order to respect and value your time and since I have vehicles on the ground, some coming in, and access to a great dealer network, I'd like to ask you some questions about what you're driving now to better understand what options you would be most interested in. Are you looking for something similar or will this be a big change to what your driving now? Tell me about your car. What's the primary reason you are considering replacing it? What do you like most you want to see in your next vehicle?" Etc. If I can't go there physically I can still go there conversationally. Thanks for the question. Also consider joining my closed FB group. www.SixFigureSalesStrategies.com
Founder - Sellchology Sales Training
Ernie, Do I advocate confirming with the management? A resounding ABSOLUTELY, YES! My perfect process would include the information gathered at the "comfort zone" of their current vehicle and then transitioned to the inside (my comfort zone) to sit at my desk and transfer the mental notes to actual notes. Then prior to "walking the lot" the sales advisor/consultant would excuse themselves, give the customer a beverage and an evidence manual, and touch the desk to confirm the direction and selection! Example:"Mrs. Jones with your permission I'm going to get you something to drink while I (narrow down some options / go get stock #123 / locate the vehicle you found online / verify my availability on a XYZ) then what I'm going to do Mrs. Jones, on your behalf and for your benefit, is see if I have any attractive comparable options for you to consider as well. I'll be right back." At the desk:"Hey there boss, I'm sitting with Mrs.Jones who came in to look at an XYZ. She's currently driving an ABC for the past 3 years and she's paying $389/mo on a 5 year term that she put $1,000 down on 3 years ago. She is attracted to the XYZ because she wants something (fill in the blank) compared to her ABC. I was thinking about showing her a XYZ and a XYX, what are your thoughts and do you have a minute to meet her, she's a firecracker and a sweet heart! Etc. Thanks for the question. Also consider joining my closed FB group. http://www.SixFigureSalesStrategies.com
Founder - Sellchology Sales Training
Thanks Steve, Lance, and Lauren! Let me know how your people respond to the concept Marsh. Love to hear their feedback. Thanks for the compliments. Also consider joining my closed FB group. www.SixFigureSalesStrategies.com
Seelye Auto Group
I love the article and think this is great information to share. That being said I disagree with your fifth reason. Trying to read a book by it's cover is bad business. If looking at a customer's car will help you understand their "financial situation" then I need to stop paying for credit reports.Truly, a lot of other factors can be reasons why a person is driving this or that car. People have all sorts of reasons for driving what they drive. You have "players" driving nice cars and don't have a pot to piss in. I compare reason five to looking at a person in sweat pants and sneakers and saying..."yup...here comes another person who can't buy." Fact finding is great but believing you can presume to know a persons "financial situation" based upon what they drive is to me not a sound though process. Asking questions like "what are your payments?" and "how much did you put down?" are not only old school but irreverent. Yes they may give you a bit of information as to what the customer owes on their current vehicle but it will not give you "financial insight." It may also be detrimental to the sale. Most salespeople need to remain positive about the client they are in front of. Finding out a prospective client just purchased/leased a car 6 months ago; has a $500 payment and put very little down is not going to keep them positive. Leave the "how much are you paying and how much you put down" for further down the line. It's not important nor is beneficial to the customer or the salesperson at that point. Again, love the thought process...for the most part.
Founder - Sellchology Sales Training
Great point Chip. For clarification, I don't see how comparing someone wearing sweat pants, and someone with a "BUY here PAY here" sticker on the back of their car is a fair comparison. My point on financial situation was: "You can see what kind of car they have now and get AN IDEA on their financial situation." Get "AN IDEA", not that you can "pre-qualify" or eliminate the need for a proper credit report, and credit interview at the appropriate time. I believe you and I will agree that someone driving a Lexus does not necessarily have better credit than someone driving a Kia, this is ABSOLUTELY true. My goal is to help salespeople look for clues, patterns, and talking points. Not to prejudge anyone's situation. I would also make a case that asking these questions while standing next to the customer's car makes sense and will not be perceived as pushy: "What sort of payment are you making on a car like this?" or "Did you put some money down in order to get that low of a payment?" In the context of standing next to the vehicle these questions are consistent with the conversation "ABOUT" their vehicle.Salespeople need a frame of reference in order to build a proper profile and prevent wasted time and energy. Salespeople have 3 choices when it comes to dealing with the customer's budget: 1) Don't ask at all - Risky to know nothing and just let a customer land on a $40k truck while wanting the $349 payment they saw on TV. It happens too often. 2) Ask what budget they are working with - Risky as it leads customers to protect their interests by stating a lower budget than they would really pay; "$200-$250", "Low as possible" answers are all too common! 3) Ask what they are paying now - Least risky option since it deals in realities instead of wishes ($250), and gives you a baseline for budgeting. After all if $20,000 loan on 60 mos, with $2,000 down got them a $400 payment, then we know that they are used to buying a $20,000 vehicle for 5 years and having a $400 payment with $2,000 down. That's good info for both me and the customer to know. Chip, That's my thoughts. Really appreciate the feedback, and taking the time to read, comment, compliment, and critique the post. Also consider joining my closed FB group. http://www.SixFigureSalesStrategies.com
Founder - Sellchology Sales Training
Don’t Sit Down! 6 Reasons to Change How You Do Your Investigation
When you meet a new customer on the lot, where do you start your investigation process? I believe there is one best place to do it. But before I share what it is and why it’s the best, look at these typical places and pick the one where you usually start your investigation process:
a. Out on the lot
b. At your desk
c. On the show floor
d. Near the new car the customer’s considering
e. Near the customer’s car
Let’s consider the pros and cons of each one of these starting places.
Out on the lot
If you tend to investigate on the lot, I think you may like to ask questions in an environment that doesn't feel too constrained. You may also think it’s less intimidating for the customer to do it there. I’m going to challenge you, though, because I don’t think that this is the best place to start.
At your desk
I can see why you would choose to do it at your desk. If you were taught to "get control" as quickly as possible, the most controlling environment for the sale is at your desk. It’s also convenient because you can take notes there or access information. I understand why you’d want to be at your desk, but I’m going to show you that there is a better place to do your investigation.
On the show floor
If you investigate on the show floor, you probably do it for the same reason I used to do it there. I liked it because of the casualness of a conversation that happens on the show floor. However, I’m going to suggest that it’s not the best place to start.
Near the new car the customer's considering
You’re probably trying to be as efficient as possible. By going to the new car and asking questions there, your hope is that the customer will share a lot of information because they’re standing next to something they’re interested in. However, I think there is even a better place to find out what the customer is looking for.
Near the customer’s current car
If this is where you usually do it, congratulations! Most salespeople would never pick the customer’s car to begin their investigation unless they were specifically taught to do it. Let me share why this is the best place to start.
6 REASONS to Start the Investigation at the Customer’s Vehicle
Going to the customer’s car at the beginning of the investigation process will give you a unique advantage in the sale. Here are the 6 reasons why I believe it’s the best place to start.
1. Their current car is the customer’s physical comfort zone. Because they spend so much time there, it is a place where they physically feel comfortable. Any place where we spend a lot of time feels very comfortable to us. If you’ve been employed at the same company for several years, it feels very familiar. Also, your home is your kingdom. This is the place for you to relax and spend time with your loved ones. Similarly, your car is a physical comfort zone because you spend so much time there. In your car you can sing out loud, listen to your music and do what you want. Going to a dealership is stressful for many customers, so when you invite them to one of their physical comfort zones (their car), they can physically relax. You will see their body language shift and become more open. They will become less tense and can talk to you casually like they talk with their colleagues or their family members.
2. The 2nd reason to invite the customer to their current vehicle is that it’s a conversational comfort zone for them. A conversational comfort zone is something they feel comfortable talking about. It’s easy for us to talk about things we’re very familiar with. When you ask questions about the customer’s car, it’s a natural way to have a conversation. You can ask questions like, “How long have you had it?” or “Has it been a good car for you?” or “What do you like most about it?” As you spend time talking about their car, the customer will begin to open up to you.
3. Reason #3 for starting your investigation near the customer’s car is because it will give you patterns of the customer’s current equipment and current situation. By looking at what they’re driving now, you’ll become familiar with what they are familiar with. For example, you’ll see if they have Bluetooth technology or if they have integrated stereo mounted controls. Their current level of equipment will tell you what you should emphasize in the next vehicle or what you don’t need to emphasize because they’re already very familiar with it.
4. The 4th reason to be at the customer’s car in the beginning of the investigation process is to find social and rapport building clues: bumper stickers, car seats, dog toys, tennis rackets, school stickers, or license plate brackets. All of these things will tell you a little bit more about your customer. Seeing these items will help you start a conversation and build rapport faster. Just think about - at your desk you’d have to ask someone if they have kids, but if you stand next to their car, you can tell by the Cheerios in the seats that they have small kids.
5. The 5th reason why you should go to the customer’s car first is because it will help you understand their financial situation. You can see what kind of car they have now and get an idea on their financial situation. You’ll also understand things like the condition of the car and how well they’ve maintained it. Asking financial questions is much easier if you’re standing next to their car. You can ask casually, “What sort of payment are you making on a car like this?” or “Did you put some money down in order to get that low of a payment?” Asking these questions while standing next to the customer’s car makes sense and will not be perceived as pushy.
6. The 6th reason is because it is their escape pod. Quite frankly, you want to go to your desk because it gives you "control." When we go to the customer’s car, we give them control. And when you give a customer control, you gain their trust. I believe the best position for a sales professional to be in is when the customer is in "control" but the sales person is leading the process.
I hope you’ll consider these tips and start your next investigation by your customer’s current vehicle. It will allow you to start the conversation naturally and casually in order to help the customer relax. It will also allow you to be efficient by learning about your customer’s needs and wants much faster.
Founder - Sellchology Sales Training
Virtual Sales Training | Dealer Consulting | Speaker | Dealership Training
14 Comments
Sloan Ford
Great Article! We have a 5 step process in place now and the customers trade is #2 right after the meet and greet. Everything you need to know is right there and yet too often we fail to gather this information when it could be helpful. Thanks for posting!
Founder - Sellchology Sales Training
Chris, you and I think alike! A customer's current vehicle has lots of valuable information. But just to clarify, my process is not the same as a trade-in valuation. Even if a customer is not trading their vehicle, I still encourage sales people to start the conversation at their current car for the reasons I outlined.
Tittep Automotive
Man...that is genius. Is there anything it DOESN'T do?? You can even refer back to it at the closing..."And that's great, because for only two dollars more a day, you can get rid of that cramped up Chevy and finally have enough room for the kids". (Applause!)
Tittep Automotive
And....am I the only one who thinks the pic on the front page scroll for this article looks like Flo from the Progressive ads?? /too much ad watching
Luther Brookdale Toyota
Thanks for the article. What would you suggest for those of us in winter climates when chatting outside is not always an option? We appraise trades early as part of our process however I like the "trade as a safe place" concept. Just wondering how I could put it into practice.
CBG Buick GMC, Inc.
Jonathan, awesome article. And it's something that's so simple yet so often forgotten.
AutoMax Recruiting & Training
I had been taught to investigate after bringing the customer to my desk in the showroom. While it is way to begin the sales process I do think your recommendation makes a lot of sense. Do you advocate the salesperson then communicate with management before selecting a vehicle from the inventory for feature presentation?
MARK DODGE
Nice job Jonathan-I will use this in my meeting. Thank you for posting.
Founder - Sellchology Sales Training
Lynn, I lived and trained dealerships in MN for 10years so I feel you with the climate question. My thoughts (and my techniques) are all about creating a unique and comfortable experience for the customer, so if weather does not permit for us to physically (benefit #1 in article) go to the customers current vehicle then I will begin inside (probably at my desk) and start my investigational questions about their vehicle (benefit #2 in article). Example: "In order to respect and value your time and since I have vehicles on the ground, some coming in, and access to a great dealer network, I'd like to ask you some questions about what you're driving now to better understand what options you would be most interested in. Are you looking for something similar or will this be a big change to what your driving now? Tell me about your car. What's the primary reason you are considering replacing it? What do you like most you want to see in your next vehicle?" Etc. If I can't go there physically I can still go there conversationally. Thanks for the question. Also consider joining my closed FB group. www.SixFigureSalesStrategies.com
Founder - Sellchology Sales Training
Ernie, Do I advocate confirming with the management? A resounding ABSOLUTELY, YES! My perfect process would include the information gathered at the "comfort zone" of their current vehicle and then transitioned to the inside (my comfort zone) to sit at my desk and transfer the mental notes to actual notes. Then prior to "walking the lot" the sales advisor/consultant would excuse themselves, give the customer a beverage and an evidence manual, and touch the desk to confirm the direction and selection! Example:"Mrs. Jones with your permission I'm going to get you something to drink while I (narrow down some options / go get stock #123 / locate the vehicle you found online / verify my availability on a XYZ) then what I'm going to do Mrs. Jones, on your behalf and for your benefit, is see if I have any attractive comparable options for you to consider as well. I'll be right back." At the desk:"Hey there boss, I'm sitting with Mrs.Jones who came in to look at an XYZ. She's currently driving an ABC for the past 3 years and she's paying $389/mo on a 5 year term that she put $1,000 down on 3 years ago. She is attracted to the XYZ because she wants something (fill in the blank) compared to her ABC. I was thinking about showing her a XYZ and a XYX, what are your thoughts and do you have a minute to meet her, she's a firecracker and a sweet heart! Etc. Thanks for the question. Also consider joining my closed FB group. http://www.SixFigureSalesStrategies.com
Founder - Sellchology Sales Training
Thanks Steve, Lance, and Lauren! Let me know how your people respond to the concept Marsh. Love to hear their feedback. Thanks for the compliments. Also consider joining my closed FB group. www.SixFigureSalesStrategies.com
Seelye Auto Group
I love the article and think this is great information to share. That being said I disagree with your fifth reason. Trying to read a book by it's cover is bad business. If looking at a customer's car will help you understand their "financial situation" then I need to stop paying for credit reports.Truly, a lot of other factors can be reasons why a person is driving this or that car. People have all sorts of reasons for driving what they drive. You have "players" driving nice cars and don't have a pot to piss in. I compare reason five to looking at a person in sweat pants and sneakers and saying..."yup...here comes another person who can't buy." Fact finding is great but believing you can presume to know a persons "financial situation" based upon what they drive is to me not a sound though process. Asking questions like "what are your payments?" and "how much did you put down?" are not only old school but irreverent. Yes they may give you a bit of information as to what the customer owes on their current vehicle but it will not give you "financial insight." It may also be detrimental to the sale. Most salespeople need to remain positive about the client they are in front of. Finding out a prospective client just purchased/leased a car 6 months ago; has a $500 payment and put very little down is not going to keep them positive. Leave the "how much are you paying and how much you put down" for further down the line. It's not important nor is beneficial to the customer or the salesperson at that point. Again, love the thought process...for the most part.
Founder - Sellchology Sales Training
Great point Chip. For clarification, I don't see how comparing someone wearing sweat pants, and someone with a "BUY here PAY here" sticker on the back of their car is a fair comparison. My point on financial situation was: "You can see what kind of car they have now and get AN IDEA on their financial situation." Get "AN IDEA", not that you can "pre-qualify" or eliminate the need for a proper credit report, and credit interview at the appropriate time. I believe you and I will agree that someone driving a Lexus does not necessarily have better credit than someone driving a Kia, this is ABSOLUTELY true. My goal is to help salespeople look for clues, patterns, and talking points. Not to prejudge anyone's situation. I would also make a case that asking these questions while standing next to the customer's car makes sense and will not be perceived as pushy: "What sort of payment are you making on a car like this?" or "Did you put some money down in order to get that low of a payment?" In the context of standing next to the vehicle these questions are consistent with the conversation "ABOUT" their vehicle.Salespeople need a frame of reference in order to build a proper profile and prevent wasted time and energy. Salespeople have 3 choices when it comes to dealing with the customer's budget: 1) Don't ask at all - Risky to know nothing and just let a customer land on a $40k truck while wanting the $349 payment they saw on TV. It happens too often. 2) Ask what budget they are working with - Risky as it leads customers to protect their interests by stating a lower budget than they would really pay; "$200-$250", "Low as possible" answers are all too common! 3) Ask what they are paying now - Least risky option since it deals in realities instead of wishes ($250), and gives you a baseline for budgeting. After all if $20,000 loan on 60 mos, with $2,000 down got them a $400 payment, then we know that they are used to buying a $20,000 vehicle for 5 years and having a $400 payment with $2,000 down. That's good info for both me and the customer to know. Chip, That's my thoughts. Really appreciate the feedback, and taking the time to read, comment, compliment, and critique the post. Also consider joining my closed FB group. http://www.SixFigureSalesStrategies.com
Founder - Sellchology Sales Training
3 Ideas to Finish the Year Strong
As the end of 2014 is near, here are 3 ideas for sales people to finish the year strong.
1. Be a SOLUTION and not just a salesperson
In order to solve a problem you have to understand it. Understanding comes from asking better quality questions. You need to know not just WHAT customers are looking for and HOW they will be using it, but WHY they are in the market and WHY they are considering this particular vehicle. When you know the "WHY" the HOW to sell them gets easy.
Asking WHY questions is all about uncovering motivations (and you don’t even need to use the word ‘why’ in your questions)
Examples:
- “Of all the vehicles in the market, what made you consider this one?”
- “After driving yours for years, how did you finally decide to replace it?”
- “If you decided to go forward today with this option, what would be the main reasons you would do it?”
2. Add MASSIVE value by SELLING instead of TELLING
Facts tell, but stories sell! During your walk-around presentation of the vehicle make sure to paint a picture that includes mental ownership language as part of the A.F.F.B.A. strategy:
• Ask – How familiar are you with … (name feature)
• Feature – This vehicle is equipped with (name feature) you are looking for.
• Function – What it does for you is … (describe how it works)
• Benefit – Why this is important to you is … (match the benefit to their personal situation/goal)
• Alternative – Compare having (feature) to not having (feature) while you are … (paint picture)
3. Practice ISOLATING objections rather than IGNORING them
Most objections are merely concerns or reflex statements when first stated. Isolating objections is done by using language that minimizes and separates the objection rather than ignoring it.
Examples:
- “Other than your question about the _____, is this a vehicle you would like to own?”
- “I’m confident we can work through _____. Assuming we do, would you like to be my customer?”
- “Setting the question about the _____ aside for just a minute, do you want to buy this vehicle, buy it from me, and buy it today?
Try these 3 ideas to finish the year strong!
Founder - Sellchology Sales Training
Virtual Sales Training | Dealer Consulting | Speaker | Dealership Training
No Comments
Founder - Sellchology Sales Training
3 Ideas to Finish the Year Strong
As the end of 2014 is near, here are 3 ideas for sales people to finish the year strong.
1. Be a SOLUTION and not just a salesperson
In order to solve a problem you have to understand it. Understanding comes from asking better quality questions. You need to know not just WHAT customers are looking for and HOW they will be using it, but WHY they are in the market and WHY they are considering this particular vehicle. When you know the "WHY" the HOW to sell them gets easy.
Asking WHY questions is all about uncovering motivations (and you don’t even need to use the word ‘why’ in your questions)
Examples:
- “Of all the vehicles in the market, what made you consider this one?”
- “After driving yours for years, how did you finally decide to replace it?”
- “If you decided to go forward today with this option, what would be the main reasons you would do it?”
2. Add MASSIVE value by SELLING instead of TELLING
Facts tell, but stories sell! During your walk-around presentation of the vehicle make sure to paint a picture that includes mental ownership language as part of the A.F.F.B.A. strategy:
• Ask – How familiar are you with … (name feature)
• Feature – This vehicle is equipped with (name feature) you are looking for.
• Function – What it does for you is … (describe how it works)
• Benefit – Why this is important to you is … (match the benefit to their personal situation/goal)
• Alternative – Compare having (feature) to not having (feature) while you are … (paint picture)
3. Practice ISOLATING objections rather than IGNORING them
Most objections are merely concerns or reflex statements when first stated. Isolating objections is done by using language that minimizes and separates the objection rather than ignoring it.
Examples:
- “Other than your question about the _____, is this a vehicle you would like to own?”
- “I’m confident we can work through _____. Assuming we do, would you like to be my customer?”
- “Setting the question about the _____ aside for just a minute, do you want to buy this vehicle, buy it from me, and buy it today?
Try these 3 ideas to finish the year strong!
Founder - Sellchology Sales Training
Virtual Sales Training | Dealer Consulting | Speaker | Dealership Training
No Comments
4 Comments
Tyler Larson
Law Motors
Great information!
Russ Chandler
PERQ
Great topic and advice. Its interesting to see just how intertwined dealers have become with 3rd party brands today. Dealers have very little influence over what one of these brands will do and yet many are relying more on other brands than their own. I'm definitely not saying there isn't a value and place for 3rd party brands, just that it would would be wise to stay consider your own brand as well.
Jonathan Dawson
Founder - Sellchology Sales Training
@Tyler, Thanks I hope you can implement it into your tool box! @Russ, couldn't agree more. Dealers need to OWN their OWN brand instead of simply investing millions into these other brands.
Chris Johnston
Shawnee Mission Ford
Jonathan, thanks for a great basics approach to one of the biggest hurdles to taking trades today. I can't believe how many seasoned veterans in this business come to the desk looking defeated because "NADA told them $XXXXXXX for their car. How close can we get?"