About 81 million cars were sold worldwide in 2018. No two buyers or sales were alike. That’s because budgets, backgrounds, wants, and needs vary from person to person. Each sale is more than the price of the car.
Buying a car is an emotional decision. The way people feel about your dealership, the car, the salesperson, and the price affects the sale.
A rude or insensitive salesperson can kill a deal in under a minute. If your car lot isn’t pleasant, customers will leave. Sales staff must be approachable, pleasant, and trustworthy.
Want people to enjoy their visit to your car lot? Want a bigger share of the growing car sales market? Keep reading to learn 12 secrets to successful auto salesman training.
1. Know Your Product
Yes, it’s important to know how to talk to customers. It’s more important to know about the cars you’re selling.
You must know all about the cars. Consumers want someone who can discuss features and performance. Some buyers ask questions to test your knowledge.
A car is a major purchase. The buyer doesn’t want a fast-talking salesperson to convince them to buy. They want to discuss the car with a knowledgeable person.
New salespeople need time to learn about each car. Tell them to make a note of any questions, then confer with someone else in the dealership to get the right answers.
It’s important to say, “I don’t know the answer, but I’ll get it for you.” Never lie or guess at an answer. Most consumers research vehicles online before visiting the lot. If you lie, they won’t trust you and you’ll lose the sale.
When a car shopper knows more than the salesman they’re tempted to ask for someone else. Or, they leave the dealership.
Along with knowing individual car facts, every salesman should know the current inventory. Be ready to offer a different choice if a car buyer doesn’t like the model they came in to see.
2. Be Friendly and Positive
When you meet a potential buyer, make eye contact and offer a firm handshake. Let people know you’re happy to meet them and want to help.
Be sincere. If you’re fake happy or phony, people know it. Be enthusiastic that you have a customer who wants to buy a car.
Never make negative comments about competitors. If a shopper says bad things about another dealership, don’t pile on. Listen with care to see if you can resolve any of the issues.
Be friendly and positive with your coworkers, too. Everyone knows someone who buys cars. Befriend people in every department at the dealership. The sales staff, technicians, service writers, and office staff are all part of the same team.
A happy workplace atmosphere reflects well on the dealership.
3. Observe the Operation
Along with understanding the cars, you should understand how the dealership operates.
Pay attention to inventory. How many units sold each month. What’s the number of auction purchases? How many customers traded in a car?
When you stay up-to-date on the stock, you know what’s available to potential buyers. Walk the lot and study the cars. Or, use the customer relationship marketing (CRM) software to track inventory.
The important thing is to know what you have to offer clients. That includes a complete understanding of how the service department works.
Watch seasoned salespeople. Ask questions until you’re sure you understand the best way to serve car buyers.
4. Learn Customer Relationship Management Software
Tracking sales calls and potential clients is easier than ever with CRM software. But the software only helps if you know how to use it. Don’t skip this part of your education to hurry out on the floor and sell.
CRM software helps schedule appointments, do client research, and communicate with potential buyers. Train every new sales person on how to use CRM tools.
When a salesperson is proficient with CRM, they reduce clerical work. That means they can focus on getting leads and selling cars.
Mobile CRM apps let sales teams stay in touch when they’re out of the office. It’s also useful for new hires who are learning about inventory.
CRM software is efficient. It also holds staff accountable for assigned tasks.
5. Be Professional
Salespeople should look, act, and behave in a professional manner. A clean, crisp professional look evokes confidence in your abilities.
Professionalism extends to your office. Organize your desk. It’s bad to see a desk covered in food wrappers, inappropriate photos, and messy piles.
Customers may assume your messy desk means you don’t know what you’re doing. If they worry you’ll make mistakes with their deal, they won’t want to work with you.
Professionalism includes how you talk about other car dealers. Never bad mouth the competition. Customers don’t want to hear it. It makes you look bad, not the other dealership.
Focus on providing a mature, knowledgeable exchange with everyone who enters the dealership.
6. Listen to Your Customers More Than You Talk
Many salespeople are conversationalists. That’s a great asset since you’re dealing with new people every day. But to make a sale, you must be a great listener.
The best way to learn how you to help a customer is to listen. Let them tell you what they need. Why are they buying the car? What’s the budget? Do they need to finance?
People like to talk about themselves. Ask questions, then listen to the answers to build rapport.
Pay attention to details. Ask questions to clarify any gray areas. The more you know, the better you’ll understand what they want and need.
A good conversation goes a long way in building a solid relationship with a potential car buyer. Don’t be a pushy salesperson. Be a good listener.
Knowing when to talk and when to be quiet is a sales person’s superpower.
7. Match Your Style to Your Customer
Mirroring is a technique where the salesperson reflects the customer’s way of speaking. If you’re similar to the customer they find you likable.
Use the customer’s speaking style including volume and mannerisms. Let the customer decide how fast or slow the sales process moves.
When you mirror the customer you form an unspoken favorable connection. That rapport can help make the sale.
8. Be Patient, Not Pushy
It’s important not to come across as pushy when working with customers. Don’t be aggressive. Be patient.
Buying a car is a major decision. If you pressure someone to buy too fast, they may leave. Instead, give customers time and space. Support them by answering questions and providing options.
A good rule is to treat every customer as if they own your business. Treat them with respect. If you’re patient their car-buying experience is pleasant.
Happy customers buy cars from you again. They tell their friends and family to buy cars from you. They give good ratings on customer satisfaction surveys.
If you’re rude or demanding, people warn others to stay away from you. Being patient leads to more sales, happier customers, and referrals.
9. Dress for Success
If your company has a dress code, follow it. If it doesn’t, create your own. You want to look professional, clean, neat, and confident.
Your first impression can make or break a sale. Whether you wear business casual clothing, or a shirt and tie it should be clean and pressed.
Wear comfortable, but professional shoes. Never wear sandals or tennis shoes. Show up for work in shorts and sandals and people wonder if you know what you’re doing.
If you smoke, make sure you don’t smell like an ashtray. Don’t overuse your cologne.
Dress and behave in a professional manner. Choose pleasing, neutral colors. You want people to notice you, not your clothes.
Remember, buying a car is a major decision. Be serious about your part in the process. Bring your A game by looking and acting like a professional. The payoff is more sales and referrals.
10. Get the Details Right
When you meet a potential customer on the car lot, make a point of remembering their name. Learn and remember the details about the car they want.
Compliment their choice of model and color. It’s an easy way to remember the info. Let the buyer know you understand what they’re saying. Treat them like a friend.
Listen to any concerns. Pay attention to price range, style, and features the customer wants. There’s nothing more annoying than feeling a salesperson isn’t paying attention.
If someone wants an SUV don’t show them a compact sports car. If a potential customer explains budget concerns, respect them. Don’t ignore their request and show them a more expensive model.
When you get the details right you build a good rapport. When you listen to customer concerns and desires, you both get what you want. The client gets the right car. You get the sale.
The bonus is you earn their trust and future business.
11. Be Honest
The worst thing you can do as a car salesman is to be sneaky. Don’t use questionable tactics. Don’t lie or make false claims. More often than not, you lose the sale. You also lose your reputation as trustworthy.
Never lie to customers. Don’t tell them you have a particular model when you don’t. If you make up a mileage rating and it’s wrong, customers assume you lied. You’ll lose their trust and business.
If you don’t know the answer to a question, say so. Tell them you don’t know but will find out. Then, ask a reliable source for the information and report back to the customer.
Never tell customers something because it’s what they want to hear. It’s tempting to please someone in hopes of a sale, but lies don’t work.
People get angry when you lie to them. They won’t trust you. They walk away from deals. The few moments of bliss aren’t worth losing the sale.
Be truthful. If you don’t have a car on your lot but can get it, say so. Don’t pretend it’s already there. If you need more time to detail a new car for pickup tell the buyer. No one wants to arrive at the showroom and wait for an hour.
People understand when you tell the truth. What they don’t understand is when you lie. Don’t leave any room for doubt when communicating with customers.
You want every customer to say you are an honest, trustworthy salesperson.
12. Follow Up and Say Thank You
Don’t assume your relationship is over when a customer drives off your car lot. Follow up with a text, phone call, email, or regular mail.
Thank them for their business. Make sure they’re happy with the sale. Let them know they can contact you with any questions.
Good manners are essential for salespeople. When you follow up, the customer knows you care. And you should care. Every happy customer is part of your marketing team.
Happy buyers tell their friends, family, coworkers, and neighbors. What do you want them to say about buying a car from you?
It’s smart to follow up with everyone. Stay in touch with buyers and potential customers. That way you’re top of mind when they or someone they know want to buy a car.
Share These Auto Salesman Training Tips With Your Team
Knowing these secrets can turn a frustrated salesman into salesperson of the month.
Remind your sales staff not to act desperate for a sale. Stress and desperation are off-putting to buyers. Instead, relax and use the techniques outlined here.
Share these auto salesman training secrets with your team. Soon, you’ll see both rookie and seasoned staff boost their sales and morale. That means both your staff and customers enjoy the car-buying experience.
Need more? Contact CyberLead for proven lead generation techniques.
