Have you ever heard, “We have to go home and pray on it or sleep on it?” As soon as these words pass through your customer’s lips, agree with them, support their decision, and switch them to another product. Otherwise this is what you will hear at the closing table “we have to go home and pray on it or sleep on it”. If you don’t try and switch them, what you are doing is educating them to purchase a product of lesser value from the retailer down the street. This is all about “saving face” for the customer.
Never try and teach a pig to sign. All it does is annoy the pig. Same way with a customer, don’t try and jam them in a product they can’t afford. The odds of making the sale and a decent to good gross are against you. There are more rational ways to find them a product that fits their needs as well as their budget with less stress and irritation. Work smart not hard. Develop a consistent system for selling. Practice good selling skills. The end result will be more sold units, and a lot of happy customers. You can’t always sell a customer what they want. Instead you will have to sell them what they need.
Here’s an example:
Question: “But that (the color white) is not a reason not to own the car is it”?
You: “So Mr. Buyer what do you like least about this vehicle?”
Customer: “We don’t like the color (White)”
You: “But that is not a reason not to own this car is it?”
Customer: “Yes it is.”
You: “So if I understand you correctly….the ONLY REASON….you would not own this car today is because of the color white….is that right?”
Customer: “That’s right”
You: “Out of curiosity could you tell me why you don’t like white?” OR ….“Could you tell me what you mean” OR…”Could you educate me on why you don’t like the color white?”
Customer: “A friend of mine told me that acid rain was a problem on all
White cars produced at this plant”
You: “Mr. Customer that is a true statement”…However the manufacturer has solved the acid rain problem and if I could prove to you they have… will white work for you?”
Customer: “Yes…I love white…. if you can do that I will buy the car!”
Then whatever the reason for the objection, provide the proof that is needed to overcome the objection. In this case acid rain was a problem last year, but in the meantime the manufacture fixed the problem. You then relay the information to the customer, take the fear out of the equation and you will end up selling a car.
The preceding is a true story and I have many more to go along with it.
I did not have to switch them to another car, I did not have to go to the locator, I overcame the objection sold them the vehicle there on the spot. No mind deals, no time screwing around with the locator, no wasted time no imaginary or false forecast commissions. Sold and delivered today is your mission. Next is your commission. You don’t get paid for finding vehicles on other dealer’s lots. You get paid for maximizing your selling time in front of a buyer.
