Talk to the average person on the street about buying a car and one of the first things they mention is a pushy car salesman. So my question is whether or not you are that pushy car salesman? If you are that type of salesperson I must ask: how is that working for you? Are you a top producer every month? Are you earning a six figure car salesman income? Unless you at the top of your game and have a closing ratio of 65% or higher you are probably doing yourself more harm than good.
The day of the pushy car salesman is long gone; car buyers have way too many options for buying a car to be turning them off before you even get them interested. The successful car salesman today needs to be a professional and to put it in terms you can understand: Stop with the pushy car salesman technique, it doesn’t work anymore (at least in most cases, I will get into that later). It’s time to change your ways and become an educator, consultant, financial advisor, psychologist and a friend.
Pushy Car Salesman Only When Needed
Granted there are times when customers need to be treated like a 4 year old and told what they need to do, but for the most part logic, basic math and discussion will bring them around. Sure there are those customers that need to be pushed and prodded now and then, but this should only be in rare situations. The pushy car salesman needs to go away and only come out for those rare occasions when it is absolutely necessary.
Go into practically any dealership around the world and listen to a sales manager on the desk and you will be sure to hear them say “control your customer”. Controlling your customer doesn’t mean barking out orders and acting like a pushy car salesman. Controlling your customer is about knowing what type of person you are dealing with and adjusting your style, tone and words accordingly. If you have a very outspoken, high energy customer and you are the quiet, timid and easy going car salesman they will probably walk all over you. There wont be any controlling that customer unless you switch gears and play their game.
I have said it a million times when it comes to selling cars professionally, “People buy from people”. The car salesman needs to be able to change in a second and become the person they need to be when they are with customers. Think about this for a minute, wouldn’t people love to be able to buy a car from their friend? Everyone would think car buying was a breeze if they had a friend in the car business that could sell them a car. Friends are people that you can trust, friends are people like yourself and friends are people that will guide you through he car buying process with your best interests at heart. So if you want to sell more cars become a friend to your customers and not a pushy car salesman.
I am sure you have heard this before, but just in case I am going to say it again “Mirror your customer”. When you sell a car to Grandma you should talk to her in a way that is easy for her to understand. When you are selling a car to a twenty-something you should talk to them in a very different way than you would work with Grandma. In others words become your customer so they can relate to you. When you become your customer you will relate to them and earn their respect. You are not going to offend your customer if you talk and act the same way that they talk and act. Otherwise they wouldn’t be able to relate and respect themselves.
Say Good Bye to the Pushy Car Salesman
People are visiting less dealerships before they buy a car today so everyone that walks through the door or drives on the lot is precious. We need to become the person that they want to sell them a car if we are going to make big commissions. When you get a fresh up or an appointment in front of you make the changes you need to make to become the person that they want to sell them a car, become a friend and not a pushy car salesman otherwise they will make excuses, tell you they will be-back and buy at the next dealership they visit.
Later, Fresh Up on the Lot