Car sales for 2017 are almost twice that of eight years ago, clocking in at over 17 million units. Rebounding from the financial crisis is resulting in higher revenue than pre-crisis years.
Maximizing on the surge takes careful attention at every lot. Dealers or managers cannot do so without maximizing their people first.
Hiring and retaining top talent is one of the most critical parts of any successful business. But, even great salespeople have a bad day.
Or, a bad week. New employees also need help as they must learn from experience. No one comes to work to every day to fail. But, every sales person needs help sometimes.
In most cases, the only person standing in their way is themselves. Customers will continue to come in, but if they’re not buying, nobody wins.
Simple car sales tips can help your sales folks find and keep their stride.
Read on for five car sales techniques that are easy to manage and for which your team will thank you.
Knowledge Makes a Powerful Sale
Salespeople do not have to be walking owner’s manual to sell a car. Nor do they need to know profit and loss details of the dealership. But, they do need a little of both.
Most salespeople should understand their business and how to help it grow. For a car salesperson, understanding profit is how they learn to increase their paycheck.
Also, full knowledge of inventory helps them get the customer in the right car. Some customers shop by price and the ability to offer several options can be the key that closes a sale.
Some shoppers do their homework well in advance. They will know current prices and the used vs new car choice. When customers know more than the salesperson, they’ll lose trust and go elsewhere.
The Best of Car Sales Techniques: Know When to Listen
A common mistake for both newbies and old salts is talking when they should be listening. The one truth about every customer, or every human being, is they love to talk about themselves.
When we have an invitation to speak about us, our families, or our work, we’ll take the opportunity. For a salesperson, this is their opportunity.
The more they know, the more they’re able to assess needs, finances, and preferences.
Of course, a salesperson should speak about the features and benefits of a vehicle. But never before understanding the customer’s needs. More than anything else, customers want to know you are listening.
Recognize the Truth and What to Do
It can be amazing the lengths to which some customers go. Salespeople stand incredulous as customers tell the manager about promises that never were.
They’ll “pretend” to walk away from a deal to get more discounts. Some will overstate credit ratings or understate payoffs on existing vehicles. Padding income is a common ploy to get the best deal they can.
Of course, none of this works. But, it happens so often the term “buyers are liars” is the first lesson many salespeople learn. Many customers believe car salespeople are liars, so they feel it’s OK to do the same.
So, what’s the best way to handle it? There’s no reason to call them out or become angry. Trust, but verify. When the truth comes out, ask for clarification rather than forcing a hand.
This will give customers permission to amend information and move forward.
How Customers Place Their Trust
Our buying decisions have trust at their root. Brands we know, friend’s recommendations, and online reviews steer us to purchases.
It is no different when it comes to buying from a car salesperson. As customers ask a question, they’re looking for answers about a vehicle and the salesperson. They’ll test both the salesperson’s knowledge and their honesty.
It’s vital to tell customers the truth. A salesperson cannot estimate a payment without loan information or credit check. Early estimates can be way off, leaving customers angry.
The same will happen if a salesperson tries pushing a customer into a vehicle they don’t want. This puts customer needs at odds with those of the salesperson.
Both circumstances tell the customer that the salesperson is less than truthful. Making excuses for the actions or placing blame make it worse.
Know Why Customers Are There
The reasons for a customer shopping for cars vary. It may be a necessity, celebration, or as a gift for a recent graduate. Or, they were in an unfortunate accident, totaling their previous car.
Whatever the circumstance, their reason for stepping on the lot is to buy a car. Though a simple idea, salespeople can forget this when dealing with demanding customers.
When a sale is long and tedious, salespeople need to stick with positive motivation. Answer every objection. Treat the customer with respect and “kill them with kindness.”
This will achieve more sales and less dismissal of customers seen as time-wasters. After all, no one heads to your lot to kill a few hours.
Customers are going to purchase a car. It might as well be from you.
Want to Make the Most of Your Customer Base?
Great car sales techniques will help every sales team. But, you want a steady stream of customers on which to use them.
We are in the business of getting the right people in the door for you. We’ve got tips for managers just like you to social media tips to gaining more leads from loan applications.
Check out our blog for more help. Then contact us for details about how we can help you.