| Lots of sales consultants have integrated an | | | | into the customer's mind that everybody is buying |
| outstanding meet and greet at the beginning of the | | | | them. It's not you or the dealer that's just pointing that |
| sales process, of course we practice this task | | | | out to sway the customer into something else. |
| everyday so there's very little that could go wrong in | | | | Additionally, understand what buyers are thinking. We |
| that crucial first step. It's where we branch off from | | | | all know that a $400 payment is easy to sell a |
| that point that have lots of us stumbling or confused. | | | | customer, regardless what car they are buying, so be |
| Naturally, the consumer would simply go to a specific | | | | prepared for that. But getting them into that $70k |
| type of vehicle and the salesman would hang out with | | | | Range Rover at the start would not make it easy for |
| the buyer and follow their every lead. At this point in | | | | the salesman to sell the idea of a $1500 payment, |
| time, the consumer has complete control of the | | | | chokes many of us just thinking about it. Sometimes |
| process by leading the salesman to each and every | | | | the buyer's desire to own something above and |
| single car until the right one pops out, and in the mean | | | | beyond their means can trap most sales consultants in |
| time the salesman is being bombarded by an endless | | | | the negotiating process. So with the easy word tracks |
| supply of questions. Plus we are so used to | | | | above, we can easily start at the bottom of the price |
| downgrading our inventory by asking "Looking for new | | | | points, and if the buyer doesn't like what's available, |
| or used?" or "Are you looking for black or blue?". We | | | | they'll simply bump in price and payment. And as a |
| have all been guilty of this before, and it is a natural | | | | result, you can use this switch as a vise grip in the |
| way the sales to customer relationship is regarded. | | | | negotiating process. "I'm sorry folks, you can't afford |
| This is an important step so treat it as one. There are | | | | $1200 a month and I can understand? Well I explained |
| many ways the sales consultant can take control from | | | | to you the car you chose is twice the car and twice |
| any one point in the process. So let's examine this | | | | the price." And at that point if they understand the |
| particular process and find innovative ways to further | | | | basic math, it would make it a whole lot easier to |
| take control of the customer's wants and needs. | | | | switch to a cheaper, similar car. In the end, it's all about |
| Sales consultants have to first understand the driving | | | | setting up your customer for an easy sell, again make |
| forces in the market to be able to custom tailor an | | | | it aware to them the scope of the price without |
| effective product selection. Back 40 years ago, | | | | actually talking price or payment on the lot. |
| muscle cars were all the rage and it was easy for | | | | Conclusively, the product selection step is important to |
| buyers to land themselves on that niche market. And | | | | make sure you can make the most out of your |
| ten years ago, sport utility vehicles made it's mark into | | | | commission. Because the less you have to discount |
| a hotly successful arena. And today, sport utility | | | | off that $15k pre-owned car, the more money and |
| vehicles are still a good seller, but economical cars are | | | | spiffs you can make. Play around with your own |
| what its all about. So be sure to integrate today's | | | | wordtracks and see what will work in your local |
| current trend into your script. We all know that suv's | | | | market and customers. It's all about adapting to your |
| are twice the car, twice the gas, and twice the price, | | | | customer preferences that can lead to a successful |
| stress this at the offset and don't be afraid to say so. | | | | and quick sale. And more importantly, be interested in |
| You would be pleasantly surprised how many buyers I | | | | your customer's wants, ask all the questions to get the |
| have switched by saying this. Additionally, use the | | | | customer involved. Questioning is what controls the |
| current market trend into the script, such as, "You folks | | | | conversation, keep this in mind and use it until your |
| are probably here for that inexpensive economy car | | | | tongue falls off. Aren't all the customers that pay all |
| like everybody else is?". Doesn't that make sense? | | | | the money the most satisfied? Ummm...yeah, that's |
| First of all, it's true, gas is a driving force on | | | | exactly what we're looking for. |
| everybody's pocket book right now, and your putting | | | | |