We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
Having been in this business for 6+ years, when it’s time for me to buy a car, it is not an emotional decision at all. In fact, it’s more often than not a business decision. “We need one more car to hit our goal for the quarter - Megan, what do you want.” my General Manager has said to me a few times.
Heck, even when he asks me “What color do you want in your new Accord?” My response - “Which ever color the oldest unit in stock is.”
Anyone else out there reading this has said that before?
Think about it from our customer’s perspective. I’m writing on this subject because I just sold 2 good friends of mine 2 cars - at the same time. They came in looking for 1, with no intent to purchase that evening, and left with 2. Not the first time this has happened and I’m sure it’s not the first time you’ve heard it.
Buying (for people outside of our industry) is mostly an emotional decision. Sure, it comes down to the numbers - but if the customer only likes the car - they won’t buy it. You have to help them love the car.
When you’re standing there, doing the walk-around, driving down the twisty roads, and the highway during the test drive, feel your customer’s excitement - this is a new car for them! It’s the second largest purchase most people make in their entire lives (the first of course, being a house), it needs to be the right one for them and they need to feel good about it.
My friends, didn’t think it was possible, and were super-grateful. Being good friends with them, it was easy to share in their excitement. But step back from that & think -- you’ve spent 2+ hours with these customers - why can’t you share in the excitement with all of them? It’ll probably make your job more fun (& may just help you tell sell a few more units, too!).