Does the industry need more women to do the Selling in order to sell more cars?

 

Let's face it. Talk to a woman about buying a car from a male sales person and almost every time you’re going to get a horror story about being treated poorly, coming away feeling like they were taken advantage of, and in some cases, being told to bring your husband back with you when you’re ready to buy a car.

Thanks to the internet, women have slowly but surely gotten their hands on the tools and information they needed to go in, negotiate their terms and buy a new car with a sense of preparedness they never dreamed of!

Women are dominating the consumer buying decisions in all markets!  In the auto industry, women influence over 60% of the car buying decisions, yet less than 10% of automotive sales people are women.  Is that a good formula, or can we do better by increasing the percentage of women on the sales team?

First of all, why would women make a great addition to your sales team? 

1. We know that they can relate to all types of women buyers, have experience with families and of course, men tend to like them.
2. It’s not just about the cars.  YES, the sales person must know their product, but they must also know how to develop and maintain a personal relationship.  Who would you say is better suited to both of these requirements?

It all goes back to knowing your customers!  If your buyer is logical and can walk away from a purchase, chances are a male sales person is a good match.  But, if your buyer processes emotionally and associates themselves with the brand…you might want to take a second look at adding some women to your sales team.  Women can flourish in the automotive industry by making their customers feel good about their decision to purchase.

Get some feedback from the guys, and then mix it up a little for the better!

 

Yes, you'll pick up product knowledge about cars as you go, but almost all prestige car purchases are made based on the feelings that they give the client.  Generally speaking, it's no secret that women understand feelings better than men do.

Can you see how this would give women ( you ) a huge advantage in a business relationship where the client is making an emotionally-driven decision ( acknowledging that the decision is often camouflaged with 'logic' )?

 

• As women make 60% of buying decisions, the auto trade needs to draw women as sellers in order to win women as consumers.

• Research by the UK Institute of the Motor Industry shows that car retailers need more women because they are better suited to the modern auto sales environment than men. Women are better at following car-sale processes and are better organized than men, the research found.

• Warwick University research has shown that women are more adept at “relationship” retailing than the traditional (and increasingly less popular and successful) “transactional” form. That sea change in sales is acute in auto retailing.

• In a New Straits Times of Malaysia article, Jo Cameron of the Institute of the Motor Industry said the auto retail sector should welcome “Women in Work” program funding from the government.

 

 

Does the industry need more women to do the Selling in order to sell more cars?

 

Let's face it. Talk to a woman about buying a car from a male sales person and almost every time you’re going to get a horror story about being treated poorly, coming away feeling like they were taken advantage of, and in some cases, being told to bring your husband back with you when you’re ready to buy a car.

Thanks to the internet, women have slowly but surely gotten their hands on the tools and information they needed to go in, negotiate their terms and buy a new car with a sense of preparedness they never dreamed of!

Women are dominating the consumer buying decisions in all markets!  In the auto industry, women influence over 60% of the car buying decisions, yet less than 10% of automotive sales people are women.  Is that a good formula, or can we do better by increasing the percentage of women on the sales team?

First of all, why would women make a great addition to your sales team? 

1. We know that they can relate to all types of women buyers, have experience with families and of course, men tend to like them.
2. It’s not just about the cars.  YES, the sales person must know their product, but they must also know how to develop and maintain a personal relationship.  Who would you say is better suited to both of these requirements?

It all goes back to knowing your customers!  If your buyer is logical and can walk away from a purchase, chances are a male sales person is a good match.  But, if your buyer processes emotionally and associates themselves with the brand…you might want to take a second look at adding some women to your sales team.  Women can flourish in the automotive industry by making their customers feel good about their decision to purchase.

Get some feedback from the guys, and then mix it up a little for the better!

 

Yes, you'll pick up product knowledge about cars as you go, but almost all prestige car purchases are made based on the feelings that they give the client.  Generally speaking, it's no secret that women understand feelings better than men do.

Can you see how this would give women ( you ) a huge advantage in a business relationship where the client is making an emotionally-driven decision ( acknowledging that the decision is often camouflaged with 'logic' )?

 

• As women make 60% of buying decisions, the auto trade needs to draw women as sellers in order to win women as consumers.

• Research by the UK Institute of the Motor Industry shows that car retailers need more women because they are better suited to the modern auto sales environment than men. Women are better at following car-sale processes and are better organized than men, the research found.

• Warwick University research has shown that women are more adept at “relationship” retailing than the traditional (and increasingly less popular and successful) “transactional” form. That sea change in sales is acute in auto retailing.

• In a New Straits Times of Malaysia article, Jo Cameron of the Institute of the Motor Industry said the auto retail sector should welcome “Women in Work” program funding from the government.

 

 

Every once in awhile, you’ll hear somebody, usually an older person, say to a younger, more frazzled person, to step back and take one thing at a time.  That’s because a long time ago, people prided themselves on being able to clear their minds and focus on the task at hand and not let anything deter them from completing their job.   My how times have changed!  Now, the more hurrying and scurrying we do, the more agitated we are and the more balls we’re juggling in the air just goes to show everyone how important we are and how well we; wait for it…MULTITASK.   Multitasking has become such a way of life that we have 9 ways to check email, Facebook, Twitter, send and receive messages and generally stay connected with people we want to and even those we don’t.  It’s so important to multitask that some companies require it as a skill in their job descriptions!   Have you ever been talking to someone either professionally or personally who is “multitasking?”  Yeah, it’s pretty annoying.  They don’t retain half of what you’re saying and you come away feeling pretty unimportant to that person, whether you admit it or not because the bottom line of what we’re talking about is paying attention.   We are wired to pay attention.  When you don’t pay attention, mistakes are made. Plain and simple.  The more you focus on something, the better you get at that particular thing. If you’re focusing on your customer and helping them achieve their goals then your sales will reflect it.  If you’re multitasking, chances are, your sales will reflect that as well.   I’m not saying cell phones, emails and texting are bad things.  I love them!  What I am saying is learn to manage them instead of letting them manage you.  Leave all of that in the background and pay attention to what’s in front of you…the customer.  It works every time.

Every once in awhile, you’ll hear somebody, usually an older person, say to a younger, more frazzled person, to step back and take one thing at a time.  That’s because a long time ago, people prided themselves on being able to clear their minds and focus on the task at hand and not let anything deter them from completing their job.   My how times have changed!  Now, the more hurrying and scurrying we do, the more agitated we are and the more balls we’re juggling in the air just goes to show everyone how important we are and how well we; wait for it…MULTITASK.   Multitasking has become such a way of life that we have 9 ways to check email, Facebook, Twitter, send and receive messages and generally stay connected with people we want to and even those we don’t.  It’s so important to multitask that some companies require it as a skill in their job descriptions!   Have you ever been talking to someone either professionally or personally who is “multitasking?”  Yeah, it’s pretty annoying.  They don’t retain half of what you’re saying and you come away feeling pretty unimportant to that person, whether you admit it or not because the bottom line of what we’re talking about is paying attention.   We are wired to pay attention.  When you don’t pay attention, mistakes are made. Plain and simple.  The more you focus on something, the better you get at that particular thing. If you’re focusing on your customer and helping them achieve their goals then your sales will reflect it.  If you’re multitasking, chances are, your sales will reflect that as well.   I’m not saying cell phones, emails and texting are bad things.  I love them!  What I am saying is learn to manage them instead of letting them manage you.  Leave all of that in the background and pay attention to what’s in front of you…the customer.  It works every time.

Sales Objections = Sales Opportunities- Part 3

For the last two weeks, we’ve been talking about objections that come during the sales cycle, from the customer.

This week, I want to talk about something that might be a little harder to address and control, but a huge factor in building (or losing) business, long term.

We’ve all been there…go to buy a product and somebody we’re dealing with is having a bad day. They don’t treat us quite the way we think they should.  Naturally, our reaction goes something like “forget these guys, I’ll take my business somewhere else”.  OR, “I would NEVER treat a customer that way!”  Really?  Never?  Ok, I’ll give you the benefit of the doubt.  Let’s say you would never treat a customer that way, but someone else in your organization does.  The indirect result is that you lose this sale, and most likely, all the future sales from this prospect.  Because you and I both know, everybody hears about the bad customer service experiences.

Most business can compete when offering products, parts and pricing.  The big differentiator is service.  It doesn’t take a genius to figure out or manage this concept.  You stand out in the service area by organizing it in a way that each and every one of us can relate to. 

Let me explain…

I am your paycheck!
 I’ll bet the last time you got a ticket and the cop was a jerk, you wanted to say “I pay your salary!”  Well, believe it or not, there are customers who feel the same when they visit your dealership.   And it’s true, without those customers, you don’t have a job, at least, not for long.  So we can all relate to wanting to be treated well, and we can all relate to wanting a paycheck to pay for the house, the car, the toys…you get the picture. 

So, now that we agree on this, let me share another little tidbit with you…85% of consumers shop with retailers who offer a higher level of service and 82% of those said they would recommend those retailers to friends and family.

Bottom line, service is the answer from start to finish.  Are your processes in order for all departments to be in sync so no one drops the ball in this area?  Sometimes we focus on making the sale and fall short on the money making service deliverables.

Don't assume!
It's all in your attitude!  Have you ever been guilty of making the assumption that a prospect is just looking?  Obviously, there is an interest or they wouldn’t have taken the trouble to haul themselves to the dealership.  Besides, if they are just browsing today, it doesn’t mean they aren’t going to come back and buy from you tomorrow, or next week, or in six months.  But they won’t if you don’t show them excellent customer service, in spite of the fact that they aren’t driving off the lot in a brand new car.

Sometimes customer service translates into building a relationship. Sales people have different selling styles so doesn’t it make sense that buyers have different buying styles?  Some people buy based on emotion. They buy based on the look and feel of a car.  Others, on functionality…getting from point A to B.   And then you have the haggler..he’ll only buy if he feels he won and got a great deal. Never, ever, assume anything about your customer, except that they can shop somewhere else! 

Courtesy Counts!
Make sure everyone in every department is on board with this mindset.  95% of customers leave a business because of inattentive, impolite employees.   How many times have you BEEN a "lost" customer?  How many times have you been made to feel "invisible" or that you’re keeping someone from doing their “real job”?  Nobody wants to be on either side of that fence.   Good news, nobody has to. 

In order to maintain the level of great customer service you offer, I believe the leadership of any successful company has to reflect it from the top down.  It takes discipline, and it should be considered a business practice, not a destination.  Has your management team ever had meetings to talk about the importance of customer service then turned right around and complained about a ridiculous customer complaint?  You gotta talk the talk AND walk the walk when it comes to customer service.

Let’s start with your internal customers…your employees. How satisfied are your employees?  There are plenty of surveys showing a growing "satisfaction gap" between veteran workers and the newer colleagues. Out of the workers who had been hired in the last two years, 75% agree that their employer treats them with dignity and respect.  Those who have been on the job 15 years or more, only 53 % agreed, and only 50% believed that their bosses cared about their  well-being.

So, if long tenured employees don’t feel valued, is that any different than a customer’s feelings?

We get excited when we get a new job and we bust our tails. Then we settle into our routine, get comfy.   When the new customer comes in we are excited and bend over backwards to make them feel special.  They get discounts, incentives and even upgraded floor mats.  As a regular customer, we don’t even remember their name.  

So, sales objections aren’t just verbal, or direct.  They come from all directions and in all shapes and sizes.   Our job is to be proactive and figure out how to make and keep people happy, before they can come up with a reason not to be.

Sales Objections = Sales Opportunities- Part 3

For the last two weeks, we’ve been talking about objections that come during the sales cycle, from the customer.

This week, I want to talk about something that might be a little harder to address and control, but a huge factor in building (or losing) business, long term.

We’ve all been there…go to buy a product and somebody we’re dealing with is having a bad day. They don’t treat us quite the way we think they should.  Naturally, our reaction goes something like “forget these guys, I’ll take my business somewhere else”.  OR, “I would NEVER treat a customer that way!”  Really?  Never?  Ok, I’ll give you the benefit of the doubt.  Let’s say you would never treat a customer that way, but someone else in your organization does.  The indirect result is that you lose this sale, and most likely, all the future sales from this prospect.  Because you and I both know, everybody hears about the bad customer service experiences.

Most business can compete when offering products, parts and pricing.  The big differentiator is service.  It doesn’t take a genius to figure out or manage this concept.  You stand out in the service area by organizing it in a way that each and every one of us can relate to. 

Let me explain…

I am your paycheck!
 I’ll bet the last time you got a ticket and the cop was a jerk, you wanted to say “I pay your salary!”  Well, believe it or not, there are customers who feel the same when they visit your dealership.   And it’s true, without those customers, you don’t have a job, at least, not for long.  So we can all relate to wanting to be treated well, and we can all relate to wanting a paycheck to pay for the house, the car, the toys…you get the picture. 

So, now that we agree on this, let me share another little tidbit with you…85% of consumers shop with retailers who offer a higher level of service and 82% of those said they would recommend those retailers to friends and family.

Bottom line, service is the answer from start to finish.  Are your processes in order for all departments to be in sync so no one drops the ball in this area?  Sometimes we focus on making the sale and fall short on the money making service deliverables.

Don't assume!
It's all in your attitude!  Have you ever been guilty of making the assumption that a prospect is just looking?  Obviously, there is an interest or they wouldn’t have taken the trouble to haul themselves to the dealership.  Besides, if they are just browsing today, it doesn’t mean they aren’t going to come back and buy from you tomorrow, or next week, or in six months.  But they won’t if you don’t show them excellent customer service, in spite of the fact that they aren’t driving off the lot in a brand new car.

Sometimes customer service translates into building a relationship. Sales people have different selling styles so doesn’t it make sense that buyers have different buying styles?  Some people buy based on emotion. They buy based on the look and feel of a car.  Others, on functionality…getting from point A to B.   And then you have the haggler..he’ll only buy if he feels he won and got a great deal. Never, ever, assume anything about your customer, except that they can shop somewhere else! 

Courtesy Counts!
Make sure everyone in every department is on board with this mindset.  95% of customers leave a business because of inattentive, impolite employees.   How many times have you BEEN a "lost" customer?  How many times have you been made to feel "invisible" or that you’re keeping someone from doing their “real job”?  Nobody wants to be on either side of that fence.   Good news, nobody has to. 

In order to maintain the level of great customer service you offer, I believe the leadership of any successful company has to reflect it from the top down.  It takes discipline, and it should be considered a business practice, not a destination.  Has your management team ever had meetings to talk about the importance of customer service then turned right around and complained about a ridiculous customer complaint?  You gotta talk the talk AND walk the walk when it comes to customer service.

Let’s start with your internal customers…your employees. How satisfied are your employees?  There are plenty of surveys showing a growing "satisfaction gap" between veteran workers and the newer colleagues. Out of the workers who had been hired in the last two years, 75% agree that their employer treats them with dignity and respect.  Those who have been on the job 15 years or more, only 53 % agreed, and only 50% believed that their bosses cared about their  well-being.

So, if long tenured employees don’t feel valued, is that any different than a customer’s feelings?

We get excited when we get a new job and we bust our tails. Then we settle into our routine, get comfy.   When the new customer comes in we are excited and bend over backwards to make them feel special.  They get discounts, incentives and even upgraded floor mats.  As a regular customer, we don’t even remember their name.  

So, sales objections aren’t just verbal, or direct.  They come from all directions and in all shapes and sizes.   Our job is to be proactive and figure out how to make and keep people happy, before they can come up with a reason not to be.

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.

Stalling

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.

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.

Stalling

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.

Sales Objections =Sales Opportunities

As a salesperson, you dedicate a lot of time to preparing and learning your products so you can fire off all the right answers for the buyers that walk through your doors. But more often than not, you will be faced with objections before moving the prospect to closing a sale.  Sometimes this is a frustrating process, when it should be seen as a sign of interest.  If they weren’t interested, they wouldn’t be asking you for more information, right?   Sales people see objections as a reason not to buy.  Be confident!  Stand ready to anticipate and handle objections.  The way you respond to a prospect could make the difference in whether they become your customer, or walk away to become someone else’s.

The ability to overcome objections is a learned skill. There will always be objections from every prospect that you didn’t anticipate and managing a professional plan for responding is key. An objection is usually a twisted way of saying, “I don’t understand.” This gives the sales person a great opportunity to determine the cause and deal with the challenge.  If you welcome the objection as a learning opportunity, both parties win. This is an example of the CAR process in handling objections:

CHALLENGE – ACTION-- RESULT  

- Mr. Customer, I understand what you’re saying. Another client asked me the same question. Here is how I worked with him to satisfy his concern …’ Or

- I am glad you mentioned that because it gives me the chance to show you how our product will solve that problem.’

Never respond immediately to an objection. Let the prospect speak!  Very often the prospect will continue talking to clarify his position and offer more information. When this happens, wait for a few seconds and think about what he has said. Your pause shows a level of respect for what the prospect said and indicates you are giving serious thought to their concerns instead of giving a “scripted or canned” response. One of the top objections in the business world is “not ready to buy.”  This is a great opportunity to look at this as the prospect looking for more information or to have you justify why they should buy.

Next week, we’ll talk about some other major objections sales people face, and some ideas on how to manage them.  Bottom line…be interested in your customer’s goals…not yours.  That’s always the right answer..

Sales Objections =Sales Opportunities

As a salesperson, you dedicate a lot of time to preparing and learning your products so you can fire off all the right answers for the buyers that walk through your doors. But more often than not, you will be faced with objections before moving the prospect to closing a sale.  Sometimes this is a frustrating process, when it should be seen as a sign of interest.  If they weren’t interested, they wouldn’t be asking you for more information, right?   Sales people see objections as a reason not to buy.  Be confident!  Stand ready to anticipate and handle objections.  The way you respond to a prospect could make the difference in whether they become your customer, or walk away to become someone else’s.

The ability to overcome objections is a learned skill. There will always be objections from every prospect that you didn’t anticipate and managing a professional plan for responding is key. An objection is usually a twisted way of saying, “I don’t understand.” This gives the sales person a great opportunity to determine the cause and deal with the challenge.  If you welcome the objection as a learning opportunity, both parties win. This is an example of the CAR process in handling objections:

CHALLENGE – ACTION-- RESULT  

- Mr. Customer, I understand what you’re saying. Another client asked me the same question. Here is how I worked with him to satisfy his concern …’ Or

- I am glad you mentioned that because it gives me the chance to show you how our product will solve that problem.’

Never respond immediately to an objection. Let the prospect speak!  Very often the prospect will continue talking to clarify his position and offer more information. When this happens, wait for a few seconds and think about what he has said. Your pause shows a level of respect for what the prospect said and indicates you are giving serious thought to their concerns instead of giving a “scripted or canned” response. One of the top objections in the business world is “not ready to buy.”  This is a great opportunity to look at this as the prospect looking for more information or to have you justify why they should buy.

Next week, we’ll talk about some other major objections sales people face, and some ideas on how to manage them.  Bottom line…be interested in your customer’s goals…not yours.  That’s always the right answer..