As a dealership, life can be a competition. You're always competing with someone else - usually another dealership which is close to you. You have to have something which gives you an edge over the competition, but what could it be? What most dealerships don't know is that they have a secret weapon that can be unleashed to help them succeed, and it's known as the human approach.
What Do We Mean By This?
First of all, let's establish what we mean by the human approach. What is it? How does it work? These are probably questions you're asking yourself and to be honest. You're right in asking them. Let’s consider what the human approach is and how it can help you to succeed.
Whenever someone walks into a , they automatically start to collect facts and information about their environment and draw conclusions based on this input. In a lot of instances, the cliche image of the crooked car dealer springs to mind - the sneering man who talks nicely but is only trying to sell you an expensive car at ‘a great deal’. This image internally hardens people and makes them less likely to compromise on price or vehicle because typically, they’re then confronted by the exact behaviour they first predicted.
However, the human approach is different because it challenges this expectation and subverts it. All you need to do is to be a person! Step out of the mindset of selling the most expensive car, and instead contemplate the benefits of a long-term strategy.
How The Human Approach Works
So, let’s look at an example of how the human mindset might work in a commercial setting. A hard-working and professional young person comes into the dealership looking for a vehicle that would be presentable for their role as a sales representative.
You could try and sell them a fast and pricey sports car if you wanted to. But instead, the human approach suggests that you stop and consider their needs. What would they most benefit from? Something which was neat and sophisticated perhaps, while at the same time having a reliable engine? If you match them up to the vehicle they need, not what you want them to have, you’re securing a positive experience for them. This satisfaction, in turn, translates to things like repeat business and recommending your dealership to other people. It doesn’t matter what you’re trying to accomplish, whether it’s selling a new car or helping people get a car title loan, you’re making sure that the image of a crooked dealer is subverted.
Overall, there’s no massive secret when it comes to the human approach. You don’t need to be a genius to be able to adapt to the different kinds of customers and to be sensitive to their needs. It may seem like a simple concept, but you’d be surprised at just how many people don’t do this. There are so many dealerships that think the secret to selling a lot of cars is half-truths and an approachable salesman, but this could be your secret weapon. This tactic is something which you can train your employees in and watch the repeat business, and positive recommendations come flowing in. It’s a small change, but also a significant one.