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From: Jared Hamilton
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Scott Bergeron

Scott Bergeron Director of Operations

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Understanding Your Customers

Giving your customers what they want is the most basic principle of selling. Still, everybody at one time or another has dealt with a salesperson who simply didn't listen to their needs. Taking time to truly understand the customer will not only help you close the deal today, it'll keep them coming back in the future.

Sell Benefits, Not Features
The biggest mistake salespeople make is in focusing on what their product or service is. Rather, it's what it does that's important. A health-food product contains nutrients that are good for the body. That's what it is. What the product does is make the customer thinner, more energetic, and able to accomplish more with less sleep. Always concentrate on how your product will benefit the customer.

Focus On The Second Sale
Nearly 85 percent of all sales are produced by word of mouth. They're the result of someone telling a friend or associate to buy a product or service because the customer was satisfied. Therefore, concentrate on developing future and referral business with each customer. Everything you do must be aimed at the second sale. Ask yourself: Will this be such a satisfactory experience that my customer will buy from me again or tell his friends?

Ask A Broad Range Of Questions
Ask questions that require more than a "yes" or "no" response, and that deal with more than just costs, price, procedures and the technical aspects of the vehicle. Most importantly, ask questions that will reveal the prospect's motivation to purchase, his problems and needs, and his decision-making processes. Don't be afraid to ask a client why he or she feels a certain way. That's how you'll get to understand your customers.

Probe Deeper To Better Understand Your Customers
If a prospect tells you, "We're looking for low price and fuel efficiency," will you immediately tell him how your product meets his need for cost-savings and efficiency? A really smart salesperson won’t - he or she will ask more questions and probe deeper: "I understand why that is important. Can you give me a specific example?" Ask for more information so you can better position your product and show you understand the client's needs.

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