The Switch Car to Make a Deal
If you are going to be a successful car salesman, the switch car is something you need to master. It’s said that over 80% of people buying a car buy something different than they planned. It might be color, trim level, used rather than new, or a completely different model. Therefore, if you sell more cars, you need to be able to switch cars. And put your customer behind the wheel of something they love or at least something they are willing to settle for to make a deal.
When you have a car buyer in front of you, it’s Go Time. If the vehicle they came to see and test drive is not all they hoped for, you need them to switch cars. Ideally, you want them to switch cars independently. However, if they don’t, you need to help them and make it seem like it was their idea. Since the Internet plays such a big part in the car buying process today. Many people have decided on the make and model before hitting the lot.
They usually know what color, trim level, and accessories they want. Not to mention a price they may have been quoted from your Internet Department or a competing dealer’s Internet Department. Lucky for us, they can’t test drive the vehicle until they visit the dealership. The time you spend test driving with your potential car buyer is critical to your success.
Switching Cars and Car Salesman Success
Starting with the initial walk-around and then the test drive. You need to be able to pay close attention to your customer. Notice their reactions and body language and listen closely to any comments or questions they ask. Are they excited, happy, and comfortable sitting behind the wheel? All of these can tip you off to whether you have the right car or if they were expecting something more.
Maybe it’s time to start mentioning other models (the switch car) that would better fit their needs and wants. I am not saying you need to take an economy car buyer and switch to an SUV because they would like more room. I am saying that cars are not one size fits all. Remember, if you switch cars, the Internet Price they have no longer applies.
The last thing you want your customer to do is ask for your business card and tell them they will be back because they won’t. If the car they came to see and test drive is not everything they expected and more (or sold minutes earlier), they may go home and regroup unless they can successfully switch cars. You have a car buyer in your hands, and you must be able to switch them to something else to buy. The newest data shows buyers only visit 1.2 car dealerships before purchasing today. Therefore chances are you have a buyer that you need to switch to make a deal.
Rather than throw up your hands in disgust because you must show them another car. Plus, take another test drive (like I have seen so many salespeople do). Tell them you understand and that “buying a car is a major purchase, and you want them to be happy with it.” If you know your inventory and product, switching cars can be second nature to you.
Switching Cars Makes a Difference
The ability to switch cars smoothly and easily can be the ticket to making a deal, which is much better than adding another name to your list of Be-Backs to call. Let’s not forget how important it is to be able to switch cars when your customer’s budget becomes an issue. You may be surprised how many people are willing to purchase a manufacturer “Certified Pre-Owned” when you sell them on the benefits of being Certified. When it’s all about the payment, and you have stretched the payment terms out as far as you can. A “Slightly Used Car” might be the answer. Besides, used car grosses are often higher than new cars, which means more money in your pocket.
When a customer pulls on your lot and asks to see a car you know was sold an hour before. Will you tell them it was sold (and risk the chance of them leaving immediately)? Or will you walk the lot with them so they spot a car that interests them that you can use as a switch car? This can be the difference between a top car salesman and an average car salesperson. This is the place; now’s the time, and you are the right Car Sales Professional for the job, so sell them a car!
Later, Fresh Up on the Lot