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It is surprising when we see even experienced salespeople follow a prospect around the car lot looking at all of the inventory and trying to interview the client on the run. That's crazy! It wastes the client's time and we fail to take a leadership position in the relationship. Leadership or "soft dominance" in the sales process starts at the introduction. Who should be the leader in the buying process them or you? Well...
Who knows where the vehicles are, what is on order, and in transit - them or you?
Who knows the models, options, and configurations better - them or you?Who knows what information is needed to make the best product selection in a time effective manner - them or you?
Who knows the best test drive routes to show off the features of the vehicle - them or you?
Who's paycheque depends on a good relationship that results in a positive buying decision - them or you?
Who's better equipped to lead - them or you?
Ok, so you need to be the leader. How do we do it? It starts from the moment you meet them. When you first meet many prospects they might say something like "I don't have much time today" or "We're just starting to look at cars". Even if they don't, you can suggest time savings, relieve their stress, and begin to lead by saying something like:
"Are you pressed for time today? Ok, no worries. May I make a suggestion that will save time and allow us to quickly get the information you need today? Ok let's go inside and sit down. I'll ask you some questions and I'll take a few notes. That way, we can quickly figure out which vehicles best meet your needs... then I can give you the information on just those ones. Ok?"
When we transition like that, our prospect will take our lead. Why? Because it makes sense. We are offering professional service that gets them the information they need in the most friendly and efficient manner. We need to do most of our interviews at the best place: our desk.
Now what have we done? We have relived a bit of the stress from the introduction. We have reassured them that we are going to help them get what they need. We have begun to lead by giving them a good reason to follow. We get to do an effective interview at the most comfortable place that has all of your resources close at hand. The best part is that once you begin to lead then they are more likely to continue to follow you through a good interview, a personalised presentation, an effective demonstration drive, and wow maybe even buy the car!
Given that, why would you choose to hand them your tie and allow them pull you around the yard?
Ok so you bring them inside for a proper needs assessment interview. Do your Interview questions make them think?
We have always said that the number one job of a salesperson is selection. Making the best vehicle selection can be complicated. The customer can make a selection but is it the best one? The best selection marries their needs, habits, desires, and changes in lifestyle to a vehicle with the right capabilities, options, and equipment. They need our professional service and product knowledge to feel confident with their choice. To be effective, we need a complete understanding of the buyer and their needs. That requires an effective interview.
Think about the questions you typically ask in the interview process. Are they provocative? Do they make the client pause and think or are their answers just a series of yes-nos. What about the depth of their answers? Do they give you what has changed in their life? Do you know what is driving their desire to change vehicles? Do you get a clear dominant buying motivation? Can you describe their typical week of driving? Do you know why their old vehicle doesn't suit them anymore?
Really good interview questions are not going to occur to you "on the fly". You need to put some thought into it - develop and memorize stronger questions for yourself. Make yourself a list of questions in your own words. Something like these:
What is it about your old vehicle that doesn't work for you anymore?
What has changed in your life that makes you want a different vehicle?
If there was one thing your next vehicle has to do really, really well what would that be?
Describe a typical week of driving for you. What kind of trips and who do you take?
What kind of family needs does your next car have to fit? What other drivers do we need to satisfy with your next vehicle?
If they already have a model in mind when you first meet them, how does our responsibility change? Well, it doesn't. Our number one job is still helping them make the best selection. We need to be sure that they will be completely happy with their choice.
So if they say: "I want to have a look at your Camrys", you still want to find out what it is that would make that their best selection. You could say: "The Camry is a very popular choice for our customers! What is it about the Camry that has gotten you excited about having one?" or "The Camry is a great choice! What was it that got you thinking about a new vehicle?"
There is always something "behind" their desire to change vehicles. Something has changed in their life. Ask provocative questions and they will give you everything you need to help them buy.
Copyright © 2010 by ISI/PAL Automotivaters Inc.
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