When selling cars, you have to focus on two main things: personality and process. The personality has already been identified by the manager who hired you. With a little practice and planning, you can get good at the process too.
Steps
Step 1. Meet the customer
Every part of the process is essential, this is the first step - There are many different ways to meet and get to know someone who has entered the showroom:
- Direct - Approach the customer, give him a strong handshake and start talking to him (this can sometimes be frustrating for a customer if they are just starting their search for a new car).
- The relaxed approach - Approach a potential client, shake his hand firmly and hand him your business card saying “Good morning, my name is X, here you will find my contacts, my desk is down there, take a look around and look for me for a chat when you are ready, if other sellers approach, let them know that I am assisting you and they will leave you alone”.
Step 2. Qualification:
by now, if all went well with one of the two approaches mentioned, the client will be sitting at your desk. The next step is to qualify the customer. As a seller, it is your responsibility to find out exactly what the customer is looking for and to match one of your cars to their needs. To do this, ask a series of questions in order to find out the size of the car you are looking for. For example, do you have children? Does he need extra space in the trunk for his golf clubs? Find out his budget. These questions and answers will help you to a) qualify the customer, and b) build a relationship with the customer. Then look for the right machine and show it to the customer. Have him sit in the driver's seat and give him some compliments: "I bet it feels good, can you imagine yourself driving?" (positivity is key).
Step 3. Car Trade-in Incentives:
- Ask the customer if he has a vehicle to trade in, and if so, have him show it. As a rule, the customer will have in mind a much higher price for his vehicle than its real value, your job is to devalue it. And you will do it like this:
- Walk around the car indicating any damage. He exaggerates (not too much, you are not in theater school), “Ouch, and this is how it happened”. Show the customer that you have noticed the damage.
- Drive the vehicle with the customer instead of the passenger, talk about anything you feel “the clutch has been tough for a long time, the brakes aren't great. You will really notice the difference with the new car”(speak positively, you are trying to get thoughts about the new car into your customer's head, helping him make the decision before he has even decided!).
Step 4. Now you can submit the evaluation to your manager, it will take him about 1 minute to give you an initial offer, but the customer does not have to know it right away
Tell the customer “it will take about 10 minutes, we can take the new car for a ride in the meantime”.
Step 5. Test Drive:
This will allow you to close the deal, sit in the back seat if husband and wife are there, continuing to talk without distracting "I bet you drive much better than your car, you really notice the difference in maneuvers / brakes / clutch etc, do not you think?". At this point you will have to ask a VERY important question, something like "is this the right machine for you?" If the answer is "yes" then it is almost done, since you are already within the budget and so on. If that's no, then you just have to ask why “Really, why? If you tell me what you don't like then I can find an alternative vehicle for you and your family. " Then he starts the process all over again, naturally without the trade-in evaluation, as this has already been done, by showing him a new vehicle and testing it on the road.
Step 6. Close:
so at this point you will have established his needs, budget, the car of his dreams and you will have informed him of the price, now you will have to discuss the evaluation of the trade-in vehicle: "my manager informed me that with the value of the car in trade-in the total price for your new machine will be X”. Then another important question "Do you want us to proceed with this?" If the answer is "Yes" then answer by saying "Ok, I'll prepare the documents" No- "Ok, what doubts do you have?" Usually this will lead to the following:
"Can you lower the price a little?" So, you have already budgeted, you know this vehicle is within your reach, so you can say “Unfortunately not, but what I can do is offer you incentive X at no extra cost” etc. Always try to offer something more rather than lower the price, as it will be cheaper for you - for example metallic paint will cost you half of what it costs the customer
Step 7. You have closed the deal, shook hands, made a deposit, signed the documents, the only thing left to do is agree on the delivery date and stick to it, always staying in contact with the customer to avoid Any problem
Advice
- If there is little work, pick up the phone. Use the database, find out who has bought machines from you for more than three years and give them a call to notify them of new offers.
- It is very important to keep an agenda - if you say you will contact someone on a specific day at a certain time, do so.
- Always remain positive and friendly. Remember, this is a very important decision for many people, and sometimes it takes a while.
- Relax, stay calm and smile, just be yourself. If you seem too anxious, you risk scaring the customer. Pass him the ball, anyway it's his game.
- Even if you don't close the sale the same day the customer walks into the dealership, stay in touch with friendly phone calls to see where they are with their decision.
- Do not let the customer leave the dealer without having interested in another car.
Warnings
- Do not make negative comments about your vehicles, one model is no better than another, "I think model X is better suited to your needs than model Y"
- Don't insult the competition, it's unprofessional and the customer won't appreciate it. Instead of pointing out the shortcomings of the competition, highlight the positives of your vehicle.
- Finally, never appear desperate, whether you are or not. Remember that you have a great product and that you are a great sales rep.
- Avoid using negative language or body language, if the customer thinks you don't like the car, they won't like it either.
