2018 is underway and with the New Year comes a lot of predictions on how the automotive industry will change.  Are you ready for these changes?

If you want to keep your dealership in the mainstream with car buyers it is necessary to keep abreast of what is going on in the industry and make necessary adjustments and improvements in your sales practices, your dealership website, and the way you offer car buyers the opportunity to purchase a car.

Now is the time to embrace these changes even if it means changing the way you have always done business and the way you think about selling a vehicle.  Digging in and trying to stay with the way things were will only result in you being left behind.

Car Buyers Want Faster, More Reliable Information

If you’ve ever decided you wanted to purchase something and went online to research or inquire about pricing, you want that information to be easy to find, relevant, and reliable, and you want it immediately.

Car buyers are no different.  When they are ready to buy a car they want to have the information they need at their fingertips and they don’t want to have to struggle to find or understand it.

It is very important that your dealership caters to these needs by having a website that is easy to navigate, that has information on incentives, trade-in values if they have a trade-in and information on payments and financing options.  One of the things car buyers dislike in general about dealing with sales associates at the dealership is that they feel like they are in the hot seat. 

They are shown a car they really like, test drive it and decide they would like to have it and then suddenly they have no idea just how much that great car is going to cost them until they get into the finance department where, let’s face it, they sometimes go blind on paperwork and numbers they may not even understand.

This scenario happened far too often for many car buyers and because of it, they became wary of the sales associates and started looking for ways to handle more of the car buying process themselves before ever stepping foot on the lot. 

There are tons of great sales associates having to pay the price for those that have handled business poorly but if you focus on the right things to do, you can overcome the stigma that less than reputable dealerships have caused.

What to Focus On

It is important for dealerships and the sales associates that work for them to take a look at the current way marketing is being handled to make sure that those processes cater to the CURRENT needs today’s car buyers have.  There are several things you want to accomplish with your website, sales practices, and any interaction you have with potential car buyers.

Easy-to-Navigate Website with relevant information - Provide car shoppers with an up-to-date website that is easy to navigate and that has the information they are looking for concerning financing and promotions.

Cars listed on the site for sale are STILL for sale - Make sure that the dealership website is being kept up-to-date regarding the available vehicles that are listed for sale. This is one of the most common frustrations car shoppers have. 

They will go to the website, see a car they really like, get excited about it and contact the dealer only to find out THAT car is gone but “Hey, take a look at THIS one”. The other car could be nicer than the one they originally liked but it doesn’t change the disappointment factor and harms trust between your dealership and the car shopper.

It is very important that the cars available on the website are available when the car buyer calls or comes in as well.  It is worth the effort it takes to keep the site up to date because your car buyers and everyone they know will come to trust that what they see is what they get.

Offer needed information quickly and accurately – Many car shoppers have vehicles they will want to trade in.  Offering them a trade-in evaluation tool that is easy to use and provides up-to-date information for their trade is very beneficial.

Because so many car shoppers have a trade-in to offer,  this valuation tool can go a long way toward bringing the shopper into the dealership, especially if your trade-in tool is top of the line and provides them with the information they need quickly, accurately, and easily.

Handle as much of the sale as possible in their preferred manner – If you encounter a potential car shopper that wants to handle as much of the transaction as possible online, through email, or even through text, you should be able to accommodate them as much as possible. 

Doing things “their way” whenever possible builds trust that you are not simply out to “get them in the showroom”.  

In today’s technological world it is not too complicated to get financing information, trade-in values, and payment information for them to look at. You will need to explain to the car buyer that a specific and exact trade-in amount cannot be determined until the trade-in vehicle is seen in person due to the need for an in-person inspection.

Conclusion

The more you are able to cater to the needs of the car shopper of today, the more likely they are to complete the car buying process with you.  By being willing to step away from the age-old “In person appointment in the showroom”, you will find that today’s car shoppers will be much more inclined to buy from you. It may not be the way things used to be but the bottom line will be the same…more sales.

Buying and selling today, regardless of what your product is, is drastically different now than it was 50 years ago.  Door-to-door selling is a thing of the past and most companies and products have ways to do most of the shopping or preliminary information harvesting online and without the presence of a salesperson.

This is becoming true in the automobile industry as well.  Manufacturers and dealerships are looking for ways to provide the customer with a fully online experience.

For this reason, you need to ensure that your sales strategy is up-to-date with the current trends as much as possible.  Sales associates are not obsolete but you do need to up your game to prevent being left behind.

It’s important to do things differently, to present a different angle to the customer, an angle that makes them want to come to you when they want to purchase a vehicle.  These five pointers will help you get ready for 2018 with a sales strategy that will get results.

Keep Prospecting Under Control

The goal of every sales associate should be to not have to rely on prospecting to get sales.

Sure, that may be a lofty goal, but if you are doing your homework properly and you’re establishing yourself as trustworthy, credible, and knowledgeable then people will seek you out when it comes time for them to purchase a vehicle.

There are ways to let people know what you do without shoving it down their throats.

If a customer has the choice to purchase from a stranger or purchase from someone they know and respect, the person they know will win every time UNLESS you have made a pest of yourself at every turn and they run when they see you coming.

Prospecting also can be done in more subtle ways which leads the customer to them while making it seem like it was their idea.

There’s a reason that consumers are looking for online-only methods of purchasing vehicles; sales associates have a reputation of being pushy, rude, and unconcerned with the needs of the consumer.  Work on changing that perception in 2018.

Remember, It’s not about You

It’s very easy for a sales associate to get caught up in their product when they are talking to prospective buyers.

Suddenly the conversation is all about your product, your sales, what makes your vehicles unique or better than someone else’s, and the customer gets lost.

If you want to increase your sales for 2018, stop talking about you and your dealership and your vehicles like they are the best in the world.

It’s one thing to have business practices that make you a consumer favorite, it’s another thing to have an inflated ego and do nothing but talk about yourself or your dealership during your conversations. It’s not about YOU, it’s not about your dealership, it is about what your buyers’ needs and preferences are.

This doesn’t mean put your dealership down, or ANY dealership for that matter.  Bad mouthing the competition is in poor taste and won’t get you more sales.

It means be informative about your vehicles and sales so you can intelligently answer their questions, but more importantly be HELPFUL in finding what they are looking for in a vehicle, in a special, in financing, whatever the issue is.

What does the buyer want?  What are they looking for? How can you help them with their needs?  There will be plenty of time to answer their questions and then you can talk about why buying from you is better for them because you will know their pain points and can structure a deal that takes care of those.

If you want to meet the needs of your buyers, you won’t do it by shoving your dealership or your vehicles in their face, you’ll do it by proving to them that you sincerely care about what they want and that you can provide it for them.

Keep Your Messages Short and to the Point – One of the most popular ways to contact buyers these days is through email or text message.

You don’t have to explain everything you want to say in those messages.  The idea is to say just enough to get them to call or message you back.

Emails and texts are great but the major thing missing from them is tone.  You can say something through email or text that the buyer takes the wrong way because they couldn’t hear the smile in your voice or they mistake it for being rude, snarky, or any number of other things.  Use email and texting to entice them to call you.

The best way to entice them is not to promise them empty things.   Be real, be straightforward, and ask for the call. If they had a question that you had to get back to them about and you have the answer, shoot a quick text or email asking them if you can have a few minutes to give them the answers to their inquiries.

Once you have proven yourself to be helpful in getting answers for them, they will be much more receptive to getting on the phone with you and you can go from there.

Create a Different Kind of Networking Event – Shaking hands and buying prospects drinks or dinner was the way business was conducted many years ago.

That isn’t done as much now except for the higher end, getting-the-contract type of deals that companies still engage in when companies are wanting to land huge deals with other companies.

Building trust through networking events still has its value especially if you use unconventional ideas for your event. It is important to provide value and knowledge and not make it JUST about selling vehicles.

Think outside the box. If you want to attract consumers interested in purchasing a vehicle why not set up a tent/table outside the dealership with an advertisement on how to get financing even for difficult situations?

This is a pain point that many consumers have and the interest that generates could cause them to drive into the dealership parking lot to see what is going on.

Make sure that your event is on the up and up and have your financing manager/staff on hand with information on the different financing options you offer for all kinds of situations.

You will lose trust and credibility if you’re advertising a networking event that can help consumers get financing and then no information is available for them to see and no one for them to speak to regarding their financial challenges.

Do NOT Use Scripted Sales Information – No one wants to talk to someone who is reading sales scripts to them.  They want to talk to someone real, someone who knows their stuff.

There is nothing wrong with writing down key points for yourself so you can keep the call on track and cover everything you want to cover, but reading scripts will be a surefire way to have that call ended as quickly as they can.

Make these sales calls friendly, personable without being fake, and informative.  Get to the point quickly and don’t sound robotic, overly enthusiastic, or pushy.

If you are fortunate enough to get a consumer on the phone right away,  that is a make or break moment for you, treat it carefully and make a great impression by being sincere, honest, and interested in helping THEM.

If your only goal is to get all of your sales information in as fast as possible, you will lose them as a customer.  The way that first call is handled or even subsequent calls, will pave the way for you with not only that buyer, but every person they know who is looking to buy a vehicle as well.

Want to Increase Your FCR and leads in 2018?  Click HERE to get a quick demo of TradeVue, the #1 Trade-in Conversion Platform on the market!

Phone Strategy Series Part 3

Talking to prospective customers on the phone is inevitable in the sales industry. If you are comfortable on the phone you are already ahead of many others who do their best to avoid this type of prospecting.

Getting on the phone with a potential customer doesn’t have to be a stressful situation, especially if you are prepared before you ever dial their number.

Knowing how to get someone’s attention and more importantly, keep it, when you are not right there in front of them is an excellent skill to possess.  The good news is that this is a skill you can learn but it needs regular practice and improvement to ensure that you stay on your game.

Part 3 of our Phone Strategy Series addresses utilizing the time before you make your calls wisely.  The seven points below are all things you should be doing before you pick up the phone to make those calls.

None of these steps are difficult, but if you practice them regularly you will become better and better at your phone prospecting and soon you will be one of the sales associates that don’t bat an eye at calling customers. You may even start to love phone prospecting!

1. Know exactly why you’re calling – This point may sound odd at first glance but it is important to know what you want the result to be from the phone call you are getting ready to make.

What do you want to achieve with this customer; an appointment in the dealership?  A referral?  A sale? Know exactly what you’re after so you don’t jump around from one call to action to another.

2. List your questions before the call – It’s easy to become tongue-tied if you don’t have some points in from of you before the call. Jot down the questions that you want and need to ask your prospective customer before you make the call.

The purpose of this list is not to read a script it is to keep the goal in front of you and keep you on track. What pieces of information do you need from them that are pertinent to your goal?  Preparing these questions ahead of time will prevent you from forgetting to ask them something that you really need to know.

3. Anticipate and practice possible answers – Think through the different questions you will be asking and brainstorm possible answers your customers may have.

The purpose of this exercise is to help you handle different objections, responses, and questions they may have so you can smoothly deal with them without stumbling or having dead air hanging between you.

Long silences can make it appear like you don’t know what to say in response to what they have said which can leave a negative impression on the customer.

This exercise won’t help you target ALL the questions and responses your potential customers may have but it will certainly get you accustomed to handling all kinds of responses easily.

4. Practice really does make perfect – It might sound funny to practice a phone call but there is a lot of value in this practice that will go a long way when you’re actually on the phone with customers.

The best way to practice how you will sound to customers and what you will say to them about the vehicles and sales you have going on is to record them and play them back so you can hear it.

This is something you should do every couple of months to monitor yourself and ensure that you’re not developing bad habits.

5. Use visualization before the call – Some of the most successful sales associates out there regularly use visualization in their preparations before calling potential customers. Visualize the outcome you want before you ever pick up the phone.

Imagine and visualize the call going well, the objections being easily dealt with and removed, and the conversation going well.  There is plenty of information out there that supports visualization as an excellent tool for the sales associate’s arsenal. If you’ve never used it, try it! You’ll be amazed at the difference it can make to the outcome of the call.

6. Dress for success – How you dress and how you present yourself goes a long way toward having the confidence that will make you a better sales associate.

Just because the customers you talk to on the phone can’t SEE you, that doesn’t change how dressing for success, literally, can make you feel.

Each day when you get up, regardless of where you will be conducting the phone calls, dress in a way that makes you feel fantastic. Feeling great and happy with how you look will project over the phone and give you extra confidence when you are speaking to prospective customers.

7. Ask for what you want – Always be upfront and straightforward with your potential customers and even customers that you have talked to before when it comes to what you want from them.

If you want an appointment, end the call by asking them to set up an appointment.

If you want to follow up with them, ask them when a good time is for you to call them again.  Be direct, be honest, and then once you get the appointment or promise for the next call, follow through.

Summing It Up

Phone sales calls can be hard enough when you DO prepare; they can be downright brutal when you don’t do anything to get ready ahead of time.  Using the seven valuable tips above before making sales calls will dramatically affect how you feel about them and the results you get as well.

Confidence in what you are going to say and how you are going to handle the customer’s objections and questions is priceless. That confidence will carry over to your customers giving them confidence in you as well.

Preparing ahead of time is not about reading scripted words over the phone and sounding false, it is about readying yourself in a way that will instill trust in you and your abilities and that will ultimately lead to appointments and sales.

Part 1 Phone Strategy Series

Part 2 Phone Strategy Series

Phone Strategy Series - part 2

Talking to customers on the phone is a valuable tool to have in your arsenal.  This type of contact is also called prospecting calls.

Talking to a potential customer on the phone even just for five minutes can give you more information than multiple emails if you know how to handle those calls properly.

Oftentimes salespeople that are not very skilled in conducting sales calls will screw up the opportunity that phone calls provide for them. For this reason, we have put together a list of the 10 most common mistakes that are made when conducting prospecting calls.

Take a look and see if you are making any of these mistakes.  If you are, correcting those actions can turn around the results that you are getting from doing or saying the wrong things.

1. “How are you doing today?”-  You may think that asking your potential customers how they are doing is being polite but it is actually one of the worst things you can start off the call asking.

The person on the other end of the phone is ultimately a stranger and asking this type of question can put them on the defensive so they either end the call quickly or simply hang up.

2. “Are You Busy?” –  This is a redundant question at best.  Everyone nowadays is busy doing SOMETHING even if it is just watching TV. Asking this question will rarely be met with any other answer than “Yes, I am” which then puts the pressure on you to hurry up and that is if they let you get that far before ending the call or simply hanging up.

Instead of asking if they are busy, try something like this: “I know I must be interrupting your evening, so I will quickly get to the reason I am calling.”  or some variation of that.

Once you’ve told them why you are calling, it can open them up a little where you can ask if this is a good time to talk.  Be prepared for them to say no it ISN’T a good time to talk. That’s okay.  Try to get a better time from them before the call ends and follow up at that precise time.

3. Trying to “Wing it” – It is very important to have a specific and clear goal in mind when you get on a call with a potential car buyer.

Go through the call in your mind along with potential outcomes before you ever say the first word to them on the telephone.

If you are just starting out with phone prospecting practice different scenarios with a manager, friend, or family member so you are prepared to handle a multitude of possible situations. Even those familiar with phone calls can use some refreshers in this area. 

4. Not EVERY prospect is a good fit – Don’t assume that you are a match for every potential car buyer you speak to or that they are a match for you.  It is better to qualify them as quickly as possible on the call so you are not wasting your time or theirs.

Don’t talk about your cars until you find out what their needs and intentions are.  They will appreciate it and so will you.  Once you have gotten them to verbalize that they are indeed actively looking to purchase a car then you can talk about what you can offer them.

5. Sounding robotic or scripted – Many salespeople write out what they want to say before they get on an important call. There is nothing wrong with that at all. It helps you get your thoughts straight and avoid dead space.

You don’t want to sound like you are reading a script though, so make sure that you practice what you want to say so you can be as natural as possible.  Instead of writing out what you’re going to say, word for word, write out a list of points to cover and talk naturally, covering the different points as you get to them.

6. Speed talking – Fast talkers are typically distrusted so make sure that you are not talking too fast when you are on the phone with potential prospects.  This also applies when you are leaving voicemails.

Speak clearly and slowly and leave your phone number twice, once after you introduce yourself and once at the end of the call.

 7. All it takes is one call or email to get the appointment – It takes some time to develop a rapport with potential customers. It’s not wise to expect that it will only take one phone call or email to seal an appointment.

There are some cases where you may be fortunate enough to find a hot buyer and get that appointment right away but it is better to expect that it could take as many as four or five calls or emails (or a combination of both) before they commit.

8. Not knowing anything about your potential buyer before the call –  It’s impossible to know everything about the person you are getting ready to call but it IS possible to know SOME things and you should take the time to learn those things.

If you ask the right questions during any points of contact you will learn some important pieces of information that can give you a better idea of the person you are calling. Remember to be sincere and don’t ask nosey or uncomfortable questions.

 9. Not making time for calls – Phone prospecting is easy to push aside for many reasons.  Many salespeople are afraid of the phone because they automatically associate it with getting hung up on or turned down.

As scary as it can be, it is an excellent resource to use when used properly and you should set aside time every week to dedicate to making those phone calls even if you’re nervous about them.

Putting in the time to perfect your own phone strategy and then sticking to the call times you set will improve your success rate in this area.

10. Not providing a definite call to action – The end result of all of these phone calls and emails is to ask for the next step which is an appointment, and eventually a sale.

Not asking for a clear call to action (i.e. why don’t you come in Saturday at 2:00?) can result in that buyer slipping through your fingers and not setting an appointment at all. Don’t be nervous, don’t be a complete pest, but make sure you ask for the next step clearly.

Conclusion

Solid phone strategies can increase sales and leads so they are important to add to your own marketing efforts.  Take the time to really examine yourself to see if you are making any of these mistakes when you get on the phone with them.  If you are, make the necessary changes to correct those pitfalls and work on increasing the success rate of appointments and ultimately, sales.

Check out part 1 HERE if you missed it. 

Phone Strategy Series – Part 1

 There are several ways to contact prospective customers in today’s digital world. Customers communicate with family, friends, and businesses via email, texting, telephone, and even snail mail.  Despite the popularity of digital communication, there is still a lot of potential in talking to customers on the phone. 

Many sales associates think that it’s virtually impossible to get customers on the telephone nowadays; even cell phones.

Truth be known, if a customer doesn’t want to talk to you it doesn’t matter what form of communication you choose, they will avoid it.  In many respects, the telephone can be a great way to talk to customers because most salespeople DO avoid it as a potential communication tool which means the phone line won’t be tied up.

With all that being said, there is a right way and a wrong way to handle phone contact with prospective customers.  Using the right strategy will prevent you from facing an endless line of voicemail messages that go unanswered or worse, being hung up on directly.

For the next few weeks, we’ll be focusing on using the phone to contact prospective customers and attack the most common mistakes that are made as well as provide you with a solid strategy for using this under-utilized form of communication successfully. The following five tips will help you smash your sales goals by increasing your success rate over the phone.

1. Planning the First 10 Seconds of the Call - The first 10 seconds of your phone conversation with a prospective client is the most important because this is where the customer decides if they want to actually continue the call, make an excuse to get off the phone or just hang up on you.  

 You should know exactly what you want to say from the very beginning of the call before you ever dial. 

Don’t sound robotic or like you are reading from a script as that will put them off immediately.   

Winging it can end up with too much pause or stumbling and that gives the customer the chance to get off the phone.

2. Tone it Down – No one likes to talk to the salesperson that is overly “happy” and loud.  We’ve all had experiences with that salesperson that took enthusiasm to another level.  And you remember how much you wanted to get away from them.  Be normal. You can be pleasant, but keep yourself in check and simply introduce yourself and where you’re calling from. 

This is a perfect example of an opening. “Hello Mike, This is John from XYZ Dealership, did I catch you in the middle of something?”   Note that you didn’t ask if this was a good time.  It’s far too easy for them to say No, this is not a good time than it is for them to process fast enough to say yes, I’m in the middle of something. 

The key is to just keep it real, keep it calm, and sound pleasant without blowing their ears off. Chances are they will at least talk to you for a few minutes and that is all you need to get the conversation going.

3. Ask the Right Questions – The worst thing you can do when talking on the phone with a customer is to do all the talking.  You want to get THEM talking and the best way to do that is to ask questions.  Make sure that you are asking the right questions. 

If you have gotten their information from the trade-in platform, you will already have a couple of pieces of information that can play a big role in the types of questions you ask; the vehicle of interest and their trade-in information.

Don’t focus TOO much on the vehicle of interest but you can ask them if they are still looking at purchasing X type of vehicle (the vehicle of interest that you received from the trade-in form) or did they have a few different ones that they were considering?  You can also ask them about their trade-in and let them know that it is your goal to get them the best trade-in value possible. 

This is where the trade-in range comes in handy because you have that range to work within and can even ask them some questions about their trade to determine more closely the amount they would actually receive. 

The main things to remember is not to do all the talking and ask them leading questions that require more than a yes or no answer.

4. Leave Voicemails that They Will Want to Answer – Most messages from salespeople fall into two categories:  Stiff, boring and uninspiring; or overly enthusiastic, annoying, and fake-sounding.  You want your messages to fall into a different category altogether; one that the customer will want to answer.  

Be personable and if you’ve tried to reach them a few times without success, you can even be funny by saying something like “I’ve been having a hard time getting in touch with you so I figure things have been really hectic or maybe you’re just avoiding ME. If it’s the second reason, just let me know.”  

Saying this with a smile in your voice will more than likely make THEM smile and possibly break through their self-induced “fear” that many have of actually talking to a salesperson even when they have requested information.  It makes you more real and down to earth to them and that can bridge that gap that will encourage them to either call you back or answer the phone the next time they see your number on caller ID. 

5. Persistence and Harassment are not the same – Persistence is always a great trait to have and when it comes to getting in touch with potential customers, persistence is the key. 

However…persistence and harassing your customers until they are angry are two very different things.  You have to know when to call, how often to call, and when to put that customer aside for a couple of months before trying again.

On average it could take a customer as many as 7-10 calls before they get on the phone with you.  That doesn’t mean you should call seven to ten times in a row or in the course of one day. 

All you will have done is succeed in making them mad and then you’ve lost them.  Put a couple of days between your attempts and don’t sound like a broken record when you leave a message.

You can also let them know when you will try again and make sure you stick to whatever time you give them.  That may be the call that they will pick up, especially if they are sincerely looking for a vehicle.  In your message, try to leave them with something that will interest them enough to want to get on the phone with you. 

Customers tend to fear salespeople because of the high pressure they are afraid they will get once they are on the phone.  The messages you leave can reassure them that you will not be pressuring them, especially if you tell them something that is in line with the information they are after in the first place.

Conclusion

Talking to prospective customers on the phone can be a great way to build a relationship with them that lasts and that results in selling them a car.  Emails and texts are void of tone and emotion so allowing the customer to hear your voice, even if you are leaving them a voicemail, can make you more real to them which can break through the typical “avoid all salespeople” mentality that many customers have.  Part Two of our Phone Strategy Series will focus on 10 of the most common mistakes that salespeople make when talking to customers on the phone and how to avoid them.  Don’t miss it!

In today’s society, people are busier than ever which makes getting in touch with them a challenge.

One of the best ways to connect with your potential and existing customers is through email but it could end up in their spam folder or they could just delete it, thinking you are just trying to “sell” them on something.

Despite these potential pitfalls, there are some effective tips you can utilize to increase your email open rate with any potential customers you try to contact as well as your existing customers.

Look at these three important tips we have provided for you below and see where you can incorporate them into your own email marketing campaigns and contact with customers.

1. It Starts with the Relationship

If you have been in sales for any length of time, you already know that you will not have the exact same relationship with every customer you come in contact with.

You also already know, or should know, that the relationships you develop are a very important part of the sales process.

Even if you are cold calling potential customers you can start by working on a relationship first. Come at them with high-pressure sales tactics and you will more than likely lose them as a customer.

Some of your customers will feel like friends. Talking to them is easy and conversations and the sales process will seem to flow without any effort at all.  Other customers will be like pulling teeth to communicate with.

They won’t answer your calls right away, won’t open or read your emails until days after you send them and in general make it look like the last thing they want to do is buy a car from you.

Unless the customer has told you to stop contacting them because they have purchased a car elsewhere, don’t count these customers out. You just need to do some detective work and figure out where you can develop a relationship with that customer where they will communicate with you.

The stigma car salespeople have to overcome doesn’t always make it easy, but this is where your creativity and skills can be put to great use.

The reason building a relationship plays a part in getting customers to open your emails is because it puts you on a different level than just a random stranger trying to sell them something.  Everyone gets spam on a regular basis.  Unsolicited emails show up in inboxes every day.

That isn’t an automatic trip to the trash bin IF you remember that your objective should be to offer those potential customers value FIRST before you worry about selling them anything.

When you take the time to cultivate a relationship of some kind with the customer, they will view your emails the same way they would a friend and read your emails for the value they have become accustomed to getting from you.

Your initial interaction with the customer can be critical in building a rapport with them. During this initial meeting don’t be afraid to simply ask the customer how they would like to be contacted.

Be honest and tell them that you are not looking to bombard them with sales emails, but that you would like to keep in contact.  Most customers will be honest and provide you with a legitimate means of contacting them that they will answer if you have taken the time to make them feel comfortable.

1. Never Spam Your Customers

A customer willingly giving you their email, their cell phone number for calls or texts, or their mailing address does not translate to a free ticket to bury them in solicitations.

You should respect that contact information and use it sparingly to stay in contact with existing and potential customers, answer questions they might have, and let them know what is going on at the dealership that might be of interest to them.

You can also contact them with valuable information that can benefit them, especially if you have done your due diligence and gotten to know some things about them.

Sending them a notice about a special sale or promotion that is relevant to them is fine.  Sending them email after email asking when they are going to be ready to purchase is not fine and will more than likely cause them to go somewhere else where they are not pressured or hassled.

One of the best skills a sales associate can learn is where the line is between too many emails, not enough emails, and the perfect amount.  Every email you send to your customers should be one that makes them feel positive about you. No one likes being spammed so you must never cross the line and become a nuisance. If they ask to opt out (and your email should give them that option at the bottom) don’t try and force the issue.

1. Always Offer Value

It is important that the emails you send your customers offer value of some kind. Value can come in many forms.  What are some ways to offer value to your customers or existing customers? We’ve listed some possibilities to consider below.

• Information on the best way to get financed – This is especially important if you know already that your customer doesn’t have great credit and will need special financing options.
• Insurance information – If your customer is purchasing a vehicle for their kid and has shown concern about the insurance rates for teens have a list of insurance companies that are geared toward inexperienced drivers on hand to email them. They will appreciate this list when they are looking for a less expensive way to insure their kids.
• Sales information – If you’re getting ready to offer a great sale on vehicles and it includes the vehicle of interest that the consumer has told you they want, don’t hesitate to send them a quick email about it. The best way to lead into this email is by reminding them of the conversation that you had about what they are looking for in a vehicle.
• Articles of interest to them personally – If you have gotten to know them a little better and the rapport is there, you can send them videos, articles, etc. that are about things they have relayed to you they are interested in on a more personal level. Don’t cross the line and become unprofessional but sending them a notice about the upcoming car show when you know they LOVE car shows is a great way to deepen the relationship and trust they have in you.

These tips are just the beginning of what you can do to inspire your customers to open your emails.  If they find your emails interesting and valuable, as soon as they see the email is from you they will want to open it and see what you have to offer or say to them this week.

Take the time to add personality and depth to your emails and they will not feel like just a random email address on your list.

Treat your customers’ emails with respect and don’t use it as an excuse to bombard them and that relationship you worked so hard to establish will grow even more.

If you already use these tips but are still having trouble getting your emails opened, take a look at the kind of emails you are sending and see where you can make important changes that can make a difference in the success of the emails you send.

One of the easiest ways to lose a sale is by not following up with your customers.  There is a fine line between pestering them and being there to guide them to the sale.

According to statistics posted by Dealer Refresh in August, 20171, as many as 90% of salespeople do NOT follow up with potential customers or even customers that have purchased a vehicle from them. That is a huge percentage and the reason that many sales associates don’t have the numbers they are looking for at the end of the month.

Not following up with your potential customers and the customers who have purchased a vehicle from you results in lost sales and lost referrals…period.  In the time that you are not interacting with them, another sales associate in another dealership is and they are the ones that are going to get the sale.

Remember the Me + 3 rule. Based on the principle of this rule, It is safe to assume that each customer that talks to you is either already talking to or WILL talk to at least three other dealerships. That’s a minimum of three other dealerships that could potentially get that sale if you do not do your due diligence and follow up with them.

Staying in contact with your potential customers is how you remain in control and this is very important when closing the deal.  This control helps you keep the deal on track and your customer remains engaged.

We have provided some important points to remember when you are following up with a potential customer after you have spoken to them initially.

Send Follow-up Email Immediately After Meeting – Get into the habit of writing down the questions that your potential customer asks you during your initial meeting. You also need to write down the answers you give them in these notes.

After your meeting, you can send them an email with all of the questions and answers that were asked and given so the information can stay fresh in both yours and the customer’s minds.

This is good for many reasons.  It prevents them from asking the same questions they already asked and may have forgotten, and it provides them with the ability to accurately recount the conversation you had with their spouse or partner and refer back to it as needed.

Restate the Point that Your Customer was Excited About – The ideal scenario that every sales associate should have as a goal is their customer leaving that initial meeting excited and happy about what you have discussed. It is your job to KEEP them excited.

One of the best ways to do that is to send a follow-up email that highlights the key points that got the customer really psyched about the meeting and about purchasing a vehicle from you. 

Make sure that you pay attention to the customer’s body language during your meeting and you will be able to spot these points easily and make note of them.

Notice and write down words that got affirmative nods from the customer or a sincere smile of happiness or excitement.  You will be able to use these points as the sale progresses to keep the momentum and excitement going.

State a Point that You Both Agree With – One sales strategy that is recommended by many well-known salespeople is to agree with your customer. We’re going to start by explaining what that ISN’T.  You don’t want to be a “yes” man and you certainly don’t want to come across as insincere.

Agreeing with your customer is a good thing and builds mutual trust and rapport between the two of you.

Agreeing with EVERYTHING the customer says is very transparent, not to mention dishonest and can actually lose the sale.

You don’t want to upset your customer, but if there are things the customer wants that won’t accomplish their ultimate goal, it is better, to be honest than simply agree just to get the sale.

After the customer leaves, go through your meeting notes and look for an important statements or points that you and the customer sincerely agreed with.  Make a point of incorporating these statements or topics into your follow up.

This reinforces a sense of mutual respect and also guides the customer toward you as the logical person to do business with since you are of like mind.  Restating these agreeable points makes it a lot harder for the customer to justify or even want to go to someone else.

Remember the Important Dates or Events the Customer Mentions – Remembering what is going on in your potential customers’ lives is a good way to build rapport between the two of you as well.

This doesn’t mean going overboard and showing up at their kid’s soccer game (unless you have developed that kind of relationship with them over time) but it DOES mean inquiring about these events and showing that you remember they are not just a mark on the sales board.

Sending a short email or text asking how their holiday was or how their child’s game turned out can go a long way toward building the kind of long-lasting relationships with your customers that result in multiple referrals to their friends, family, and even their acquaintances.

 Communicate with Your Customers the Way THEY Prefer – At the first initial meeting with a potential customer, find out how they prefer to communicate.

Do they like phone calls? (some older customers still shun “technology” and prefer good old-fashioned phone calls)

Do they prefer emails or do they like texting?  Whatever their favorite form of communication is, is how you should follow up with them because they are much more likely to open that email or read that text if they have asked to be reached in that manner.

It doesn’t matter if YOU don’t prefer texting, your customer may prefer it and that will solidify their feeling that you are there for THEM, not trying to shove them into your own box.

These are just a few of the many ways that you can start the follow-up process with potential and existing customers.  We’re going to post more articles on how you can become a master follow up salesperson in the weeks to come.

This is a very in-depth topic that has a lot of opportunity for adding your own personal touches and style. We’ll provide you with the foundational elements of the perfect follow up…you can run with it after that.

The main thing to remember is that following up can mean the difference between closing the sale and losing the sale completely.  It is well worth your time to aspire to be an expert follow up sales associate so you can close as many deals as possible.

Losing a customer for reasons you can’t control is unfortunate, losing them because YOU didn’t follow through is never where you want to be, as a sales associate.

1 - https://www.dealerrefresh.com/dealer-showroom-floor-sales-statistics-and-percentages/

Starting a new career in automobile sales can be both exciting and nerve-wracking, especially if you’ve never done it before. 

If you are new to the automobile industry, you may be thinking about the best way to interact with the customers that come to the dealership. There are many things you can do to be the best sales associate you can be.

It is not a secret that sales associates in the automobile industry have to overcome a bad impression of being sketchy, dishonest and only out for the money. 

This opinion is caused by unscrupulous dealerships that have burned people or used less than honest means to sell cars that shouldn’t have been sold (in the case of used car sales associates) or that have promised things and then not delivered.   

This mentality about car salespeople still haunts dealerships all over the country,  Don’t be disheartened, the tips we’ll share with you below will help you build trust with your customers and turn you into the kind of car sales associate you want to be, and more importantly, that YOU would go to, to purchase a car. You will have to put in the work to overcome the negative viewpoints of some customers, but it will be work that is well worth it

1. The Importance of a name - Learning your customer’s name (or names if a couple has come into the dealership) is very important for many reasons.  It is almost automatic to approach a potential customer and simply introduce yourself and ask what you can do for them, but you need to handle this introduction differently.  

When you approach the customers, get their name immediately by saying “Welcome to ABC Dealership, I’m Mark and you are?”   Once you have gotten their name (and they will always give it to you when asked this way)   remember it and use it throughout the whole visit and beyond.  It is necessary to develop a good memory for names because this starts the beginning of a rapport with the potential customers. 

2. The art of listening – One of the best skills you can develop as a sales associate is listening…TRULY listening to your customers and potential customers.

Most people that go into sales are more outgoing in general and like to talk to people, even those they don’t know. Top salespeople know the importance of letting the customer talk, so they have excellent listening skills as well. 

Active listening involves really hearing what your potential customers are saying and then providing them with what they’ve asked for as often as possible.  The worst thing you can do as a salesperson is to talk constantly. The customer will feel that they are simply being talked “at” rather than spoken to and this will, more often than not, result in them leaving without purchasing a vehicle.

3. Eye contact builds trust – People that avoid eye contact can make others feel like they are dishonest, disinterested in them, and hiding something. When you maintain eye contact with your customers, this will create a connection and establish trust.  Not in a creepy way, of course. The idea is not to stare them down.

You want to shoot for regular eye contact roughly 30 to 60% of the conversation. It is okay to have less eye contact when you are speaking and more when you are listening to reassure the customer you are, in fact, interested in what they have to say.

4.  Pushy does NOT have to be a salesperson trait -  Many people think that salesperson and pushiness go hand in hand but this is not the way to gain customer loyalty…or a sale.  Yes the objective is to sell a car, but pushing your customers will usually result in the customer leaving and not returning.

Purchasing a car is a big investment and it is not one that people feel comfortable being rushed or hurried into.  Let them have the space they need so they feel that you support them but are not bull rushing them.

5. Know the business - A knowledgeable salesperson inspires confidence and trust from potential customers.  One of the best things you can do for your reputation as a car salesperson is know your dealership inside and out.

Know the cars you have on the lot, know what is on your website, know what the financing process is, etc. You should be able to answer any question your customer asks you about the cars on your lot, the car buying process, and even information about warranties and extras that the dealership offers them. 

The more you know, the better they will feel about doing business with you.

6. No bad mouthing other salespeople or dealerships – People usually love to complain. It seems to be human nature so be prepared to hear some “horror” stories of past shady car dealers.  Even if you know a dealership or salesperson that the customer is bad mouthing do NOT engage in negative talk about them or other dealerships. 

The best thing to do is to acknowledge how they feel and then gently lead them away from the negative talk with simple, reassuring statements such as “I’m really sorry that happened Jim,  we’ll make sure that you leave here fully informed and with a vehicle you are confident and excited about.”  

This lets them know that you have heard their story, understand their fears, and will ensure that the same thing doesn’t happen and you haven’t had to say one negative thing about anyone.

7. Don’t just appease the customer - As much as you want to please your customers and avoid ruffled feathers, it is always best to keep it real with them, even if it means they might become irritated.

Most customers will be okay with delays or hurdles as long as you have been honest with them upfront about each situation.  Sometimes it’s hard to be honest when you know it’s going to annoy, upset, or disappoint them. 

If you find out you can’t get a certain financing rate they wanted or a certain color that the customer is looking for, be upfront and tell them right away.  Honesty will go a long way toward continuing to build that trust.

8. Keep a clean desk – Once you have shown a customer a car and they’ve test driven it, they will more than likely want to sit down and talk facts and figures. 

Make sure your desk is organized, clean, and professional.  It doesn’t have to be bare by any means. A desk with personal family photographs and other things that you personally like is just fine as long as they are not unprofessional.

It looks very bad for a customer to come to your desk and it is cluttered, full of food wrappers, or completely disorganized.  Remember that a messy desk makes it look like YOU are messy and sloppy about things. This is not the impression you want them to have.

9. Be the salesperson YOU would buy from - Selling cars is the main objective of your job but this doesn’t mean that you should look at each customer as nothing but another car sold.  Customers are people FIRST and should be treated as such. 

How would you want to be approached if you were buying a car?  How would you want the salesperson to speak to you?  Your goal should be to be the kind of salesperson that you would purchase a vehicle from and you should be just fine with 90% of the customers.  Customers will remember you for future purchases if you have treated them with decency, respect, and honesty. 

10. Following up with the customer -  Following up is the single most overlooked aspect of the sales process and probably one of the most important things you can do to get a loyal customer for years to come.  There are many ways to follow up with a customer, even if they have just called with an inquiry or come in to take a look around. 

Send them an email, give them a call, or even mail them something through snail mail thanking them for coming to the dealership. If they have already purchased a vehicle, thank them for the purchase, make sure that everything is okay with their new vehicle and find out if there is anything else you can do for them. 

Making sure that they are happy is extremely important in creating a customer that will be happy with their vehicle for a long time to come. It also assures you that they will remember your name the next time they need a car or know someone who does. 

Conclusion

Being new to the automobile sales business does not have to be a stressful situation. Following these ten important tips will get you off to a great start.  Don’t be afraid to add your own style to these tips, just keep the foundational elements in mind as you are developing your own selling style.  The main objective that you should come into work with every day is to do your best to make every customer feel important.

What do you know about your dealership’s website?  The majority of car dealerships have websites that represent their businesses.  Some websites can be elaborate:  customers can get approved for loans, get trade-in values on a vehicle they’re trading in, browse through new and used cars, and everything in between.  Other sites may be just simple advertisement sites. 

Whatever type of dealership website your place of business has, it is crucial that you know what is on that website and how the site performs for your potential customers.  If you are familiar and comfortable with the website you will be able to help your potential car buyers in many ways.

First Impressions Are Everything

According to a McKinsey study1, 90% of car shoppers look at the dealer and manufacturer websites in the early stages of researching a new car.

If a customer comes to your website and finds broken links, outdated sales promotions,  cars listed for sale that are no longer on the lot, and an obvious lack of attention to the website, it will reflect poorly on the dealership and you. 

At the very least it looks unprofessional, but in most cases, the potential customer will assume that your dealership is run the same way your website is maintained and will go elsewhere. 

The percentage of consumers that begin the car buying process online is already high and it is growing more every day.  You want the customer’s first impression of your dealership to be an excellent one. Your company’s website and your knowledge of the site can achieve that.

Be the Sales Associate YOU Would Want

It is an unfortunate reality that many people view car auto dealerships and sales associates as trying to get one over on the customer.  This is a stigma that many reputable and honest sales associates have to face every time they speak with a potential customer.  The condition of your website and the knowledge you have of what is on that site can go a long way toward bridging the gap that exists between the car buyer and car seller. 

According to Nada studies, Joe Verde Group and a few other sources2, 71% of customers stated that they bought their vehicle because they respected, liked, and trusted their salesperson.  You want to be the kind of sales associate that you would want to buy a car from.

Being able to answer their questions about the site, knowing what they have been looking at and even more importantly, ensuring that what they are looking at is accurate, goes a long way toward building the trust and rapport that consumers are looking for when they purchase a vehicle.  

An up-to-date website that is customer-friendly is a good way to make a great first impression.  If the site is easy to navigate, information is easy for them to find, and the cars listed on the site for sale are on the lot and available, the potential customer is likely to stay and browse a bit as well as follow through on coming into the dealership.  No one likes a confusing, complicated website.

Know Your Dealership Website - Inside and Out

Everyone in the dealership should know what is on the website.   Despite the fact that you, more than likely, did not create the website yourself, it is still representing you and your dealership.  Not knowing what is on your site makes you look unprepared and uncaring about your business. 

If a customer calls the dealership with a question about something they saw on the website, the worst thing you can do is reveal that you don’t know what they are talking about.  Even putting them on hold so you can look it up can put a bad taste in the customer’s mouth and put doubt in their minds.

Imagine how reassured they will be when they call in to ask about something they saw on the site, and you know exactly what they are talking about and can immediately handle that question without hesitation?  Being prepared in this manner can mean the difference between losing credibility overall and making a sale.

Let’s assume that the website for your dealership is a site where the customer can browse for cars and handle a lot of the preliminary purchasing steps online.  Keep in mind that we are not saying you have to have every aspect of the website memorized.  This is about knowing what is on your site and understanding how the site looks and performs for your customers.  What should you know about your site? 

• Whether your dealership has a website or not and the website address
• The basic layout of the website including what tabs are at the top
• Are sales associates listed individually? If yes, what does your profile or bio say?
• Does the dealership have a blog on the website?
• What is on the blog? (A basic knowledge of the topics being written about is sufficient, you do not need to know every blog post in detail)
• How easy is the site to navigate?
• What promotions are being featured?
• What cars are listed in both new and used sections?
• Does your site have a trade-in platform?  What is it?  How does it work?
• What contact information is on the website?
• What other forms are on the website for the customer to fill out?
• Where else does your dealership list cars for sale?
• Can the customer schedule appointments for vehicle service or with a sales associate from the site?

These points are very important for you and others in the dealership to know because these are the things your customers will see and potentially be using when they come to your website.  Spend some time on the site checking out the different tabs, browsing for vehicles, and experiencing your site from the customer’s perspective.

If your website has a trade-in platform of some kind, know what it is and how it works by filling out the information so you can see exactly what the customer is seeing.  Experiencing your site as a customer will help you understand what they are seeing at home or on their phones and you’ll be ready for any questions they may have.  It will also allow you to help them navigate to certain parts of the site that you may want them to see.

The Importance of Staying Up-to-Date

If you are on your website and notice a problem, whether it’s outdated information or anything else that detracts from the site, make sure to bring it to the general manager or the website person if you know who that is.

It is very important that all the people in the dealership take responsibility for the accuracy of the website. 

The website manager can’t fix what they don’t know, so don’t be afraid to mention a problem or broken link if you encounter one.

Even if you are not the one responsible for updating the site, the sales associates and the dealership reputation will take a hit if the customer is the one finding the problems.  

Blaming the website person will not matter to the customer.  They are one-and-the-same to them. Problems with the site will make everyone look bad, not just the website manager.

Sorry, That Car is Sold

One of the quickest ways to lose business is to have cars listed for sale on the site that are no longer available. The dealership may look at it as no big deal or as a way to get the customer interested so they can sell them another car.

The customer sees it differently and feels like the dealership is being dishonest simply to lure them in.  This is NOT what you want your internet customers to think about your dealership or your website.

Disappointment can ruin a potential sale.  You don’t want your car buyers to see a car advertised on your site, get excited about it and then find out it has already been sold.

 In their minds, if the car is not available, don’t keep it on the site.   The disappointment of this can cause them to go to another dealership.

Keeping the listings on your site up-to-date can make a big impression on your customers. This will reassure them that your dealership is honest about the cars that are available. That carries a lot of weight, much more than many dealerships realize.  It builds trust that what is on your site is true and that the consumer can believe what they read and see. This trust carries over to how they interact with you in person.  That is very important.

Why Is Familiarity with the Website Important for Sales?

You may be wondering why it is important for you to know what is on your website and how that knowledge can affect sales.  As a sales associate, one of the best practices you can adopt is learning to see things through the eyes of your car buyers. 

How do YOU feel when you go to a website and find mistakes, sold out items that you really wanted, and a site that is clearly not being maintained? 

How would you feel if you called the company to ask about the great sale listed on their website and no one knows what sale you are talking about? 

Provide your car buyers with the kind of internet experience that you would want and have the knowledge of the site to enhance that experience further.

The more knowledge you have about the dealership website that represents your place of business, the better you will be viewed by potential car buyers.  These customers are looking for people they can trust.

 A sales associate that understands the dealership website and what the customer sees and does when they are on it has a connection with them that will go a long way toward resulting in a sale and a happy customer that will rave about you to everyone they know.

References

1- https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/innovating-automotive-retail

2 - https://www.dealerrefresh.com/dealer-showroom-floor-sales-statistics-and-percentages/

Adaptability is an essential quality to have as a sales associate. When you deal with a lot of customers on a regular basis, there is not a “one-size-fits-all” way to handle each customer.

Unfortunately, not all sales associates understand this and make the mistake of having ONE way that they do business.

It is important to remember that customers are people, first and foremost, and each person will have different opinions, different needs, and different budgets.

You need to be able to relate to each customer on an individual basis regardless of how different they are. Relating to each customer is where the skill of adaptability comes in to play.

Building a rapport with each customer is an important step to remember and master if you want to be able to sell more cars.  Of course, it’s impossible to connect with every single person but the more customers you connect with, the better your overall sales numbers will be at month’s end.

Don’t make the mistake of confusing adaptability with faking it.  No one likes a fake salesperson.  There are many ways to be adaptable in a genuine way that will appeal to the customers you speak with each week.

Most of the potential car buyers you encounter will fall into one of four social styles: Analytical, Driver, Amiable, and Expressive.

Analytical – Your analytical customers want to hear the facts before they make any decisions.

They don’t put much importance on personal opinion, and they like to hear about tangible results.

They want the pros and cons given in detail about the vehicle itself, the contract they will be signing to purchase the vehicle and anything else that involves the car or truck they are interested in purchasing.

When selling a vehicle to a car buyer who is analytical, it is important to remember a few important points.

1. Be prepared with technical answers regarding the vehicles of interest. They are going to be more interested in hearing about improved gas mileage, easier handling, and increased safety due to features than how flashy it looks or how fun it is to drive.
2. Have the information about the contract ahead of time and explain what will be included or not included in that contract. Analyticals want to know the facts so be ready with answers if they ask about what is in the sales contract and if there are any “extras” they need to know about upfront.
3. Use facts, numbers and detailed descriptions whenever possible and don’t inflate the numbers to try and gain favor. Chances are the analytical car buyer already did some homework before arriving on your lot, so if your answers are in line with what they have already been reading, or you have solid answers as to why your numbers are different, you will have their interest.
4. Warranties are usually of interest to analyticals due to the decrease in perceived risks that warranties provide. When you can provide solid benefits in fact form, that the warranty adds the analytical will have a lot more interest in adding a warranty or extended warranty to their vehicle purchase than if you try to “scare” them into it with what ifs or possibilities.

Driver – Drivers want to win, and like controlling the situations they are involved in, including purchasing a car. They typically like to make quick decisions and are not much for teamwork, preferring to handle things on their own.They are usually competitive and independent as well and have the objective in mind of reaching the goal, period.

If a potential car buyer comes into the dealership or calls and seems very direct and to the point (i.e., I want to buy a Ford Pickup, what do you have in stock?), chances are you are talking to a driver.

If your car buyer is a driver, keep the following points in mind when talking to them:

1. Be straight and to the point. Small talk is annoying and not necessary with a driver; they would much rather come in, get to the point, and get the goal reached.  Don’t ask them how their day is going or how their family is, just go straight to the topic at hand…selling them a car.  This doesn’t mean be cold, it just means do not waste their time with small talk.
2. Provide drivers with options. They like to be in control, and the best way to offer that control is letting them choose options where there are opportunities to choose such as special packages that a vehicle may have, length of payment terms, color choices, if applicable, and other points important to the car buying process. If you know ahead of time that they are interested in a couple of different vehicles, provide them with the information about both and ask questions such as “which vehicle would you like to test drive first”? And other similar questions to let them control as much of the process as possible.
3. Don’t provide them with “fluff” choices or options. Dealing with a driver is not about giving them contrived choices.  There are many things that you can allow the car buyer to control without losing the deal or any money on the sale.  In fact, the more legitimate choices they have, the more they are likely to purchase from you and purchase extras as well, especially if you provide the benefits of the different choices.

Amiable – This type of car buyer is the opposite of the two types we have already discussed. They love and value the relationship aspect of their everyday activities.  Chances are, they know the name of their bank teller, the cashier at the grocery store they frequent, and they enjoy small talk.

Amiables are not controlling, and in the wrong hands, they can be taken advantage of easily.  If you encounter an amiable car buyer, you need to treat them with respect and not try and sell them the farm.

If you are trustworthy, interested in THEM as people beyond selling the car, and prove yourself to be upfront and honest, you will have them as a customer and champion for life.

Not only will they come back to you for every car they ever purchase, but they will bring their kids to you to buy their cars and tell everyone they know about you as well. When selling to an amiable remember these important points.

1. Amiables focus on long-term solutions to problems, so focus on learning what problems they want to solve and then lead them to the solutions to those concerns. "Why" is the main question to focus on with an amiable. For example, why is this car better than this other one over here? Answers could be better gas mileage, typically lasts longer, etc.
2. Small talk is usually enjoyed by an amiable, but don’t go too far. A little bit of small talk conversation interspersed with information about the cars they are interested in will appeal to them.  They are also likely to be pleased when you remember specific points that they may have shared on the phone such as the number of children they have or something their child has accomplished lately.
3. Don’t ever try to take advantage of an amiable, or ANY car buyer. As much as an amiable can talk positively about you, they can also sound off negatively if you cross them or try to take advantage of them.  Word of mouth is VERY powerful; make sure that the word of mouth “advertising” you are getting is always positive as much as possible.
4. Dedication to solving their problems, whether it is finding a specific vehicle they want, finding the perfect price point, or solving financing problems means a lot to an amiable. When you show that you are dedicated and focused on helping them get what they want, you will establish loyalty that will last decades.

Expressive – Expressive types are very creative and love to talk about the next big idea so chatting briefly about an innovation they may have heard of will be very interesting to an expressive.

They also usually see the big picture very clearly and are not as concerned with the tiny details the way analyticals and drivers may be. Expressives are more about how something makes them feel.

Expressives also respond to relationships, so take the time to develop a rapport with them in the beginning stages.

You will find that expressives want you on their “side”  so looking for opportunities to agree with their train of thought or a specific vehicle they have in mind and why will go a long way with them.

This does NOT mean schmoozing them and agreeing just to agree.  They can see fake easily and this will hurt you. Keep these points in mind when selling to an expressive.

1. Don’t throw a bunch of facts and figures at an expressive; it bores them. Take the time to discuss the big picture, even what is happening globally.When you are presenting vehicles and options to them, focus on their feelings and ask how they feel about the vehicle, the contract, and the choices you are offering, etc.
2. Expressives are very feeling consumers so approaching them from a standpoint of how they feel will reassure them that you have their best interests at heart. Again, be sincere and don’t try to be “smooth” or fast-talking.

Using Your Skills

Now that you are aware of the four basic types of consumer, it is important to understand why and how adaptability is so important.  You are very rarely going to get a consumer that is ONLY one type.

This is where observation and adaptability will be used the most.  Your customer may be an analytical with expressive tendencies, or they could be an amiable that also wants to hear the facts.

Use your adaptive skills to incorporate what both types usually need.  For example, if your customer is an analytical/amiable, you want to present the facts and figures quickly and upfront, while at the same time adding in some questions about their family or the latest football scores if they have told you that they love a specific team.

Be sincere, be sincere, be sincere!  We can’t stress the importance of this enough.  Choosing to be smooth, fake, or dishonest will not only lose you the sale it will hurt you in the long term too when they tell everyone their opinion of how you tried to smooth-talk them.  It takes some time to develop excellent adaptability skills, but it is one of the most important sales skills you can learn.

You will find that the ability to adapt to each customer as an individual will increase sales as you prove yourself to be the type of sales associate that puts the time in to get to know what the consumer wants and needs.

Adaptability is not dishonest; it is simply learning to sell someone a vehicle in the way that works best for them, so they are pleased with their purchase.

It is the same principle used in learning styles where a teacher will learn to teach one child one way and another child another way that works better for that specific child. The more adaptive you can be with your customers, the more you can sell a car too successfully.

Conclusion

Don’t be too hard on yourself if you are just learning how to be adaptable. Even the most seasoned sales associates will not get every single sale.

You want to keep in mind that while the objective is to sell vehicles, these people you are selling have lives, feelings, family, friends, problems, and concerns.  They are people first, customers second.

Learning to adapt to your customers on an individual, a more personal level will automatically result in higher conversions and happy customers that will be back.