I am sure you have heard the term "Assume the Sale" many times, it's thrown around all the time when it comes to selling cars, but not everyone realizes how important it is to being successful in the car business. It should start on the telephone when you are making an appointment and once the customer visits your showroom it should be a part of everything you do and say to make the sale. It doesn't matter if you work in the BDC, if you are an Internet Sales Manger, if you work the floor or if you are a sales manager closing behind a sales person. Assuming the sale is one the things you need to do to ultimately sell more cars day in and day out.
I hear it all the time both on the show room floor and when I listen to calls from an Internet Sales Manager or BDC rep. They ask the customer if they would like to come in and take a look or would you like to take it home today. These questions do not assume the sale, they only ask them if they want to do something. Assuming is not asking it is directing. The words you use and how you use them is a critical part of selling and whether you are selling an appointment, selling the car or selling a back end product.
Assume the Sale and Start Selling More Cars
You need to make statements that assume that they have no choice on whether they are buying or not. The only questions that you ask when you are selling a car, an appointment or anything else are questions that have only have answers that lead to a sale. In the BDC or Internet Department when you are selling an appointment the questions is "will you be in this afternoon or this evening?" that way either answer is an appointment. When you ask them if they would like to come in the answer can be yes or no which only gives you a 50/50 chance of success. On the showroom floor the only question might be similar to "would you prefer the red or the green?" or "would you prefer to finance for 48 months or 60 months?". As you can see the only answer that you provide to those questions are answers that lock in the sale. Your questions are assuming the sale and moving you to the desired end result.
This may be very basic for some of you, but I am still surprised now and then when I hear it both on the floor and on the telephone from seasoned veterans. The words are important, but the way in which you deliver those words are even more important. If you are going to assume the sale you need to make sure that you are using it in every part of your walk-around, test-drive and especially your negotiations and closing.
Some of what you need when it comes to assuming the sale is attitude. To properly assume the sale you need to keep in mind that the customer came to your dealership to work with you because they want to buy a car. Now are you going to let them leave in that old jalopy or are you going to sell them a car? Assume the sale the minute they drive on to the lot or when they call on the phone and throughout every part of your conversation and time together and you will make more appointments and sell more cars. They came to your place of business and you are not letting them go until they buy a car, period.
You Can Sell More Cars...Do It Yourself Car Sales Training
Later, Fresh Up on the Lot