Are You Setting Up the Car Sale for Success?
Whether you are new in the business or have been selling cars for years, setting up the car sale is a big part of success. The Internet has tried to make the purchase of an automobile a simple transaction. However we can’t forget how much influence we can have on our customers and, ultimately, our commissions. We must start to sell our product, our dealership, and ourselves at the first contact if you want to make more than a “mini.”
I see it every day: a customer walks in the door with a price quote from your dealer or another car dealership. Then the car salesman or the Internet Sales Manager does their best to close the deal quickly and send them on their way. They assume the customer is sold because the customer has numbers on a specific car. The car salesperson will shortcut the steps to the sale and try to make it quick and easy. The meet and greet are weak at best because they are sure that a “mini” is the best they will do.
Sometimes, they even try to skip the test drive. The walk-around is weak or non-existent. They are setting up the sale for failure. If they can sell a car, a “mini deal” is all they will see on their commission report.
Setting Up the Sale and Commission
If you want to make some money selling cars, you need to accept that more and more people will visit your dealership with numbers in hand. The Internet has changed how we sell cars forever. If you are going to make it as a car sales professional, you need to change your ways. You must make the most out of every single customer you see. It would help if you started setting up the car sale for success. Go back to the basics and spend time with the customer. Get to know them, and earn their trust and respect. The test drive and the walk-around are essential. The sales steps are a chance to sell and learn your customer’s hot buttons, wants, and motivation.
If we treat our car buyers like just another customer, we lose, and the dealership loses. We can start planting seeds and selling services and accessories before they even select a vehicle. Our time with them is how we can influence, guide, direct them and earn their trust. Then we can get them to switch cars, models, or trim levels. Plus purchase accessories, and get the paint and fabric protection package. Start showing, discussing, and demonstrating your products from the start, but not all at once. Plant the seeds in their mind as you go through the sale steps.
Examples of Setting Up the Car Sale
When they tell you what car they want, compliment their choice. Then tell them how you sold one like it to a customer a month ago who called you the other day to tell you how much they love their car.
When they pay particular attention to a specific vehicle, tell them about the car and its options or how much nicer it looks when it has (an accessory or paint protection).
When you do a service walk with your customer, say hello to a service customer (you don’t have to know them). Tell your prospective customer about how they have been coming here for all their service and oil changes for years.
If you walk them past the parts department, point out an accessory many customers get with their car and why.
Tell a story about a customer who had the remote start installed, how much they like it, and how nice it is in the winter.
When you walk them past a clean and shiny car in service, tell them it belongs to a regular customer (mention a first name). Who comes in and gets their car washed for free whenever they are in for service.
On a test drive, mention an option or something the next higher trim level has as standard equipment.
I could go on and on, but hopefully, you get the idea with these examples of setting up the sale. Remember an earlier post named “Stories Sell Cars”?
Why You Must Be Setting Up the Car Sale
When you walk around the car dealership with your customers, point out regular customers. Talk about customers you have sold, you are selling yourself and the dealership and providing third-party proof without coming off as a salesman. You are showing and not telling your customers about other people who are happy with you and your dealership. Plus you are planting the seeds in their minds that will help you sell them a car. Then, when it comes time to switch cars, add accessories, or other products, you have their trust. You can once again mention that specific customer you mentioned earlier who had an option installed or bought an accessory.
If you are happy putting another sale in the books and getting a “mini” commission check, you don’t need to set up the sale. However if you want to make some real money selling cars for a living, setting up the car sale is the ticket. Treating car buyers with price quotes like a quick sale is a huge mistake. The Internet tells them this is the only way to buy a car today. Take your time, plant the seeds, make a friend, get more referrals and make more money as a car sales professional.
Later, Fresh Up on the Lot
You Really Can Sell More and Make More – “Six Figures Selling Cars” the book.