There are over a million words in the English language. Think about that, a over million words. Pretty crazy, huh? As an automotive industry professional, the words you choose to use have a profound effect on the response you get from your customers. I'm not talking about "word tracks" - they have their time & place, but rather I'm talking about grammar/word choice.

Why is this important? While for most people, buying a car is an emotional decision but that decision also has to make logical sense. You as a sales professional, can assist them in drawing the line from emotional to logical with the correct words. Try to use words that invoke more emotion as opposed to using words that the mind links to monetary value. Anyone can sell on price, but a real professional won't.

Product knowledge isn't the only thing a true professional studies, grammar is as well, and specifically what words are the most effective.

For example, try replacing "value" with 'benefit."

I know you see the value of the vehicle service contract.
I know you see the benefit of the vehicle service contract.

One puts a monetary figure on the VSC - the other doesn't. It's easy for a customer to object to a VSC for $3,000 - it's not as easy for a customer to say "No, I don't see the benefit in the VSC at all." If you can get them to acknowledge that the VSC does have benefit, it makes it that much easier to build value in it (see what I did there?) and bump their payment to include it!

Try replacing "you" with "our customers."

"We want you to have a truly exceptional ownership experience."
"We want our customers to have a truly exceptional ownership experience."

One singles them out - the other puts them in the category of everyone - & everyone wants to feel like they "fit in." It also prevents them from saying "well, that wont' happen to me."

For example, when you say, "When you get in an accident, we have 7 collision centers in the area."
Try saying, "When one of our customers gets into an accident, we have 7 collision centers in the area."

One they can say "oh well - I'm a safe driver, I never get in accidents" [& yet, accidents are something you can't plan for & no one expects - but that's a blog for a different time], the other they really can't object to - as people get into accidents every single day. Hence, why we have 7 collision centers.

Which other "choice words" have you found work well?

There are over a million words in the English language. Think about that, a over million words. Pretty crazy, huh? As an automotive industry professional, the words you choose to use have a profound effect on the response you get from your customers. I'm not talking about "word tracks" - they have their time & place, but rather I'm talking about grammar/word choice.

Why is this important? While for most people, buying a car is an emotional decision but that decision also has to make logical sense. You as a sales professional, can assist them in drawing the line from emotional to logical with the correct words. Try to use words that invoke more emotion as opposed to using words that the mind links to monetary value. Anyone can sell on price, but a real professional won't.

Product knowledge isn't the only thing a true professional studies, grammar is as well, and specifically what words are the most effective.

For example, try replacing "value" with 'benefit."

I know you see the value of the vehicle service contract.
I know you see the benefit of the vehicle service contract.

One puts a monetary figure on the VSC - the other doesn't. It's easy for a customer to object to a VSC for $3,000 - it's not as easy for a customer to say "No, I don't see the benefit in the VSC at all." If you can get them to acknowledge that the VSC does have benefit, it makes it that much easier to build value in it (see what I did there?) and bump their payment to include it!

Try replacing "you" with "our customers."

"We want you to have a truly exceptional ownership experience."
"We want our customers to have a truly exceptional ownership experience."

One singles them out - the other puts them in the category of everyone - & everyone wants to feel like they "fit in." It also prevents them from saying "well, that wont' happen to me."

For example, when you say, "When you get in an accident, we have 7 collision centers in the area."
Try saying, "When one of our customers gets into an accident, we have 7 collision centers in the area."

One they can say "oh well - I'm a safe driver, I never get in accidents" [& yet, accidents are something you can't plan for & no one expects - but that's a blog for a different time], the other they really can't object to - as people get into accidents every single day. Hence, why we have 7 collision centers.

Which other "choice words" have you found work well?

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!).

I would like to thank Kevin & Stephen for inspiring this post - I couldn’t have done it without them! 

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!).

I would like to thank Kevin & Stephen for inspiring this post - I couldn’t have done it without them! 

I’m sure all (or at least most) people who frequent the on-line automotive forums have at least heard of the new book coming out, The Unfair Advantage. Being in a dealership myself, I knew nothing like this book existed, and I was looking forward to reading it. 

I had attended a panel with 6 of the 17 authors including, Craig Lockerd, Jerry Thibeau, Troy Spring, Tracy Myers, Marc McGurren and Brian Pasch who were answering questions and commenting on the book.

I’m sure all (or at least most) people who frequent the on-line automotive forums have at least heard of the new book coming out, The Unfair Advantage. Being in a dealership myself, I knew nothing like this book existed, and I was looking forward to reading it. 

I had attended a panel with 6 of the 17 authors including, Craig Lockerd, Jerry Thibeau, Troy Spring, Tracy Myers, Marc McGurren and Brian Pasch who were answering questions and commenting on the book.

For those of us in the car biz, sometimes one can feel like their desk is their second (or sometimes first) home?  Most people in this business spend a lot of time at their stores and so they bring in some personal items to put on their desks albeit a picture of their family, a plant, or various other items.

I think a lot about a customer’s perception – because after all, their perception is their reality.  If you know someone is coming over to your house for dinner, do you typically make sure there isn’t an over flowing trash can, a pile of dirty dishes in the sink, 10 coats on the coat tree?  Of course you do. 

Isn’t your desk much the same? Except that you always have people coming over to your “house” (well – at least that’s why you’re in this business, right?).  Why do you have stacks of papers all over your desk? Why do you have it completely cluttered?

Sure, a few personal items are a good thing, it shows you have personality and helps customers relate to you. Isn’t building rapport one of the most important and yet sometimes, one of the hardest things?  I have personal items but each one of them had a strategic reason for being on my desk.

• Car & Driver Magazine (or something similar)? NEVER!
• Bobblehead for my favorite football team? Absolutely!
• Matchbox Cars? You betcha!
• A book of music playlists? #1 Piece On My Desk (I recommend The Pocket DJ by Sarah Lewitinn)

  

I know what you’re saying – “No Car & Driver but a Book of Playlists?”

Hear me out.   Let's say you have a customer who is purchasing a 2012 Honda Civic.  They’re sitting at your desk waiting to do their paperwork with F & I.  You have Car & Driver because well, this is a car dealership why wouldn’t people want to read about cars while they’re buying a car? STOP RIGHT THERE.  Car & Driver does reviews, right? WHAT IF this same customer is sitting at your desk waiting to purchase a 2012 Honda Civic & they see a post in Car & Driver that doesn’t paint the Civic in a 100% favorable light (because none of us have ever read those articles). What is the customer thinking after reading that review? “Should I buy this Civic?  Is this really what I want?”

Simple solution – don’t have Car & Driver (or other car magazines on your desk). 

Now as for the book of playlists – most people like music, right?  People ask about stereo systems when shopping for cars all the time, “Does it come with XM Radio? What does Pandora Streaming Capability mean? Can I hook my iPod up to it?”

This book of playlists has simple content.  As the name indicates it’s a book of lists of music.  No chapters, no reviews, no studies.

Here are an example of some of the playlists: 

• 70’s Dance Songs
• Classic Rock
• Folk
• Jazz
• Motown
• Playlist by Smashing Pumpkins
• Playlist by Mark Spitz
• Playlist by Duran Duran
• Back To School
• Car Sing-Along Songs
• Fight Songs
• First-Date Songs
• Songs To Get Your Thirteen-Year-Old Cousin Into Good Music 

There’s more – but you get my point.  There’s a playlist for every person in the book.  Have the book of playlists as one of the only pieces of reading material on your desk.  If you’re sitting with a customer and the conversations gets monotonous (which can inevitably happen), 9 chances out of 10, your customer will pick up this book.  Let them pick it up and realize what it is – then you say “Oh, that’s a great book!” and go onto what playlists YOU think are funny, good, etc, etc.  They may put the book down and start talking to you about music, or they may continue flipping through it.  Either way - let them entertain themselves with the book. 

Why is this beneficial do you?

1. They’re not reading a bad review on your product.
2. They’re engaged in a conversation they care about (since if you let them lead the conversation, they’ll talk about THEIR favorite types of music).
3. They won’t realize they’re waiting a whole 20 minutes to do their paperwork!

Now, this is a book I use.  You can use whatever you prefer, the moral of the story is – have something on your desk people can relate to, and will find interesting (that doesn’t have to do with cars, or financing).

The football team bobble head? Useful for conversation starters as well!  I’m a Steelers fan (living in Central Pennsylvania, mind you), so we have a cross-section of fans here; Steelers, Eagles, Ravens and even some Redskins fans!  Especially during football season, fans are always wanting to “debate” (I’ll put it nicely) their favorite teams.

Keep what you have on your desk strategic.  Every thing on your desk within the reach of a customer should have a reason for being there - if it isn’t a “closing tool” or an asset to you (such as thank you cards from previous customers, or a book of reviews customers have written about you), make it disappear!!

And for the sake of it all, keep your desk neat and tidy! 

For those of us in the car biz, sometimes one can feel like their desk is their second (or sometimes first) home?  Most people in this business spend a lot of time at their stores and so they bring in some personal items to put on their desks albeit a picture of their family, a plant, or various other items.

I think a lot about a customer’s perception – because after all, their perception is their reality.  If you know someone is coming over to your house for dinner, do you typically make sure there isn’t an over flowing trash can, a pile of dirty dishes in the sink, 10 coats on the coat tree?  Of course you do. 

Isn’t your desk much the same? Except that you always have people coming over to your “house” (well – at least that’s why you’re in this business, right?).  Why do you have stacks of papers all over your desk? Why do you have it completely cluttered?

Sure, a few personal items are a good thing, it shows you have personality and helps customers relate to you. Isn’t building rapport one of the most important and yet sometimes, one of the hardest things?  I have personal items but each one of them had a strategic reason for being on my desk.

• Car & Driver Magazine (or something similar)? NEVER!
• Bobblehead for my favorite football team? Absolutely!
• Matchbox Cars? You betcha!
• A book of music playlists? #1 Piece On My Desk (I recommend The Pocket DJ by Sarah Lewitinn)

  

I know what you’re saying – “No Car & Driver but a Book of Playlists?”

Hear me out.   Let's say you have a customer who is purchasing a 2012 Honda Civic.  They’re sitting at your desk waiting to do their paperwork with F & I.  You have Car & Driver because well, this is a car dealership why wouldn’t people want to read about cars while they’re buying a car? STOP RIGHT THERE.  Car & Driver does reviews, right? WHAT IF this same customer is sitting at your desk waiting to purchase a 2012 Honda Civic & they see a post in Car & Driver that doesn’t paint the Civic in a 100% favorable light (because none of us have ever read those articles). What is the customer thinking after reading that review? “Should I buy this Civic?  Is this really what I want?”

Simple solution – don’t have Car & Driver (or other car magazines on your desk). 

Now as for the book of playlists – most people like music, right?  People ask about stereo systems when shopping for cars all the time, “Does it come with XM Radio? What does Pandora Streaming Capability mean? Can I hook my iPod up to it?”

This book of playlists has simple content.  As the name indicates it’s a book of lists of music.  No chapters, no reviews, no studies.

Here are an example of some of the playlists: 

• 70’s Dance Songs
• Classic Rock
• Folk
• Jazz
• Motown
• Playlist by Smashing Pumpkins
• Playlist by Mark Spitz
• Playlist by Duran Duran
• Back To School
• Car Sing-Along Songs
• Fight Songs
• First-Date Songs
• Songs To Get Your Thirteen-Year-Old Cousin Into Good Music 

There’s more – but you get my point.  There’s a playlist for every person in the book.  Have the book of playlists as one of the only pieces of reading material on your desk.  If you’re sitting with a customer and the conversations gets monotonous (which can inevitably happen), 9 chances out of 10, your customer will pick up this book.  Let them pick it up and realize what it is – then you say “Oh, that’s a great book!” and go onto what playlists YOU think are funny, good, etc, etc.  They may put the book down and start talking to you about music, or they may continue flipping through it.  Either way - let them entertain themselves with the book. 

Why is this beneficial do you?

1. They’re not reading a bad review on your product.
2. They’re engaged in a conversation they care about (since if you let them lead the conversation, they’ll talk about THEIR favorite types of music).
3. They won’t realize they’re waiting a whole 20 minutes to do their paperwork!

Now, this is a book I use.  You can use whatever you prefer, the moral of the story is – have something on your desk people can relate to, and will find interesting (that doesn’t have to do with cars, or financing).

The football team bobble head? Useful for conversation starters as well!  I’m a Steelers fan (living in Central Pennsylvania, mind you), so we have a cross-section of fans here; Steelers, Eagles, Ravens and even some Redskins fans!  Especially during football season, fans are always wanting to “debate” (I’ll put it nicely) their favorite teams.

Keep what you have on your desk strategic.  Every thing on your desk within the reach of a customer should have a reason for being there - if it isn’t a “closing tool” or an asset to you (such as thank you cards from previous customers, or a book of reviews customers have written about you), make it disappear!!

And for the sake of it all, keep your desk neat and tidy!