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How to Sell More Cars to Today's Car Buyers

Posted by CarStory on Apr 1, 2014 4:06:10 PM


The car buyer of today is you. Once you understand that fact, you'll be on your way to selling more cars to today's car buyers. Plus you're skeptical when someone else sells to you, even more so because you specialize in selling. But in reality we all sell — ourselves, our company's offerings, healthy food to our children — even if we're not all in a "sales" profession, we've certainly all been sold cars, services, and products.

Selling More Cars to Today's Car Buyers

At the car dealership. At the mall by the retail employees. By the homeless person on the corner holding up the best sign. Competition for our attention is constant, and car sales is no exception. We've been understandably worn down. The only route is to adapt and overcome, and the solution is quite intuitive — simply be yourself and see yourself in others when you're selling them a car. Really, let them sell you on the best vehicle you have to offer, then everything will fall into place.

Focus on Low-Pressure Car Selling

The best way to explain low-pressure selling is by considering what it is not — that is, it is not high-pressure selling. But what exactly is high-pressure selling? The definition is hard to pin down, but it revolves around a feeling we all agree we get when we're under its influence. High-pressure selling creates the urge to buy artificially instead of nurturing an already-present organic urge to buy. You may end up landing the sale of the car, but the customer will feel cheated afterwards, leading to dents in your reputation and the reputation of your dealership. If you do everything in your power to compliment the existing urge to buy a car, and after through discussion honestly find out your dealership has a great product to offer a potential customer, you will likely land the sale and a pile of goodwill to boot.

Get in Touch With Your Conscience

Old Timers on your lot will rail against conscience, but for the customer of today it may be the most important element to locking in the sale of a vehicle. You know customers are wary of car salesmen because of their personal experience and the number of myths and stereotypes surrounding the profession. Car salesmen are up there with lawyers as the most hated service providers. Yet people need cars, so they show up at your dealership.

If you have a big conscience you probably find selling hard in the sense that you feel guilt, whether you're dishonest or not. You're at least upselling customers on the extras and that can feel like pushing. Simply be yourself, speak honestly to your customers as if they were your good friends, and you'll lead your dealership in car sales. This doesn't mean do not control your customer, just that you need to take into account their perspective. If you don't have much of a conscience and you're leaning towards the hard sell, stay quiet. Understand customers want to be guided according to their wishes, not according to yours. If you don't listen to their wishes they'll find someone who does.

Connect Customers' Lives to Your Own

This may seem like the same advice as understanding your customer, but it's more nuanced. Academically it's simple to think you understand a customer looking for a car, but to stay properly motivated you need to draw connections to points in your own life. Throughout your conversation with a potential car buyer, pick out anecdotes they share with you that relate to your personal experiences. You will bond with the potential car buyer on more than an academic level, more deeply than relating for the sake of relating in order to move a prospect towards signing. This is particularly useful for those who have a difficult time being genuine in the context of a sales situation. Also, it will lead you to sharing aspects of your life and to the creation of great follow-up questions which will put your prospect at ease. When they see a bit of themselves in you, they'll feel like there's little chance to get a bad deal.

Curate Your Proposed Car Sales Selection

Now, when it comes to closing the deal and your car sales, your potential car buyer will do a lot of this work for you by telling you they want a family car, or a fun second car, or an off-road vehicle for outdoor adventures — but there's still a lot to choose from within the confines of each vehicle niche. Your buyer probably doesn't know exactly what they want, particularly when it comes to the array of features options now available on all makes and models. As a result it can be tempting to provide too large a selection, which leads to a lack of your persuasive ability because the buyer is flummoxed. The solution? Curate your proposed selection according to the particular buyer's needs and wants. They'll have an easier time picking out a particular vehicle and you'll be more likely to land the car sale.

Topics: Sales Training Solutions