We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
Last week we talked about how to overcome sales objections. This week I want to dig a little deeper into some specific objections and why they may be occurring. You can’t possibly cover every reason that someone heads you off at the pass, but maybe you can read into some of these and apply them to your situation!
The three main drivers or tactics a buyer will use are the classic stalling technique, saying they don’t understand, or just being skeptical about the whole deal. You can’t cure anyone of their fears, but you can turn them around by being interested in their objectives, not yours.
Let’s look at these objections individually along with some tried and true methods to win your customer over.
Your buyer is skeptical. If the buyer seems doubtful about your product, or you, it could be because:
You’re overselling and it sounds too good to be true instead of realistic.
He/she doesn’t trust you. You haven’t proven yourself to them. Maybe you’re talking on your terms instead of theirs. Listen and evaluate.
You might not understand the buyer’s needs…don’t assume! Good questions are just as important as good answers.
The buyer may feel you’re not being honest. Answer all of the buyer’s questions. If you don’t know…FIND OUT! (they will)
There is a general misunderstanding or lack of communication going on.
Take the time to get to the facts and offer the solutions necessary to close the sale.
You have to know what the buyer’s goal is before you try to suggest a solution. If his main concern is to save money, then speak in terms of providing the solution and help him reach THAT goal instead of offering him the hottest vehicle on the lot because it’s cool.
Even though you’ve been doing this for awhile, don’t generalize your statements. The buyer chose you, now take care of him/her.
Procrastination is an ugly thing. You want to be understanding, but come on already! But what if the buyer isn’t the decision maker? He’s just the gate keeper. You’ve got to get to the key master! Find out who the decision maker is and ask to meet with the two of them together to help move things along.
Your buyer wants to compare your vehicle and prices to others. It happens. But you’re confident your product is the best. AND, what other services can you offer that will make that buyer WANT to come back?
Your price is too high. A lot of people are tightening the belt, but I don’t have to tell you this…you’re in sales! We’ve got to be creative with benefit oriented solutions and add-on services to offset this objection.
This is where we’ll stop for today. Benefit oriented solutions are tricky. But let’s face it, if done right, those extra added benefits, can not only close the immediate sale, but drive future sales for all of us.