I have been automobile sales training coast to coast in the last three weeks.  Some of the best, most high achieving automobile sales consultants on the continent attended these sessions. It was all about  Closing.  All about helping customers make positive decisions.  It is not about pressure or manipulation.

These sales pros get it. Their pay cheques prove it!!

Your customers need your help overcoming the “P” word. Procrastination!

Procrastination is natural when it comes to making a buying decision. Heck, I have seen sales people procrastinate over what beer to choose when their favourite brand is gone—and the beer will just be twiddled away in an hour anyway!!

Your customer is trying to avoid making a mistake!

They fear making payments on the wrong car or truck. Fear makes cowards of us all!

The question they need help with… “Is this the right vehicle for me…. regardless of the price?”

Until this question is decided positively, your customer will procrastinate.

Unfortunately, some sales consultants just don’t get it.  They keep pounding the other ‘P’ words… price or payments.  Therefore their closing ratio sucks.

Your key to Closing success? Take away the fear factor and you take away the procrastination. The result is a sale for you and customer solves their problem.
So land your prospect on the ‘right vehicle’ and you eliminate fear. Focus on asking effective, quality questions, listen, probe and then select a vehicle that is the closest you have to meeting their needs.

If the ‘best available vehicle’ is not perfect so what?  You seldom have the exact vehicle in stock. Therefore present what you have that is similar and use it to sell what your client wants.

Do a POWER PRESENTATION DRIVE next. Not a Mickey Mouse one that I got recently in a mystery shop of a car and truck dealer down near Mississauga, Oakville, Ontario.  It was pathetic. Is your vehicle presentation pathetic?  Maybe… occasionally… too often?

Create the ‘right climate’ for closing.

The easiest way to close your customer is right in the vehicle you are demonstrating. You drive first—do a smoking job of presenting the features, benefits and advantages of your vehicle. Then have your client drive after your power presentation drive.
Stay in the car at the conclusion of the Presentation Drive… review the various features one at a time.  Come right out and ask the customer’s opinion on each positive feature they enjoyed and experienced during your Presentation Drive.

“Mr. Kemp, now that you have driven this truck, does it have the power you were looking for?” You can expect a positive response because you target only features they previously identified as first-class.   “Dave, do you feel the seat is comfortable enough for the long business trips you take?”  You already know the answer is positive because you were there.

Do you get it?   Closing is eliminating any fear of mistakes or wrong choices. Closing is helping your automobile customer come to a decision without feeling pressure.   When your client identifies positive feature after positive feature, their fear of making a bad decision is reduced and their confidence is increased.   Your customers need to procrastinate is over. This is your job.  Do this well and you increase your sales! 

Keys to Closing Success,

•    Always go on the Presentation Drive to discover your client’s hot buttons or the positive features they experience during the road test.
•    Always drive first to show off your vehicle features. That is what ‘demonstration’ means, right? 
•    Stay in the vehicle at the conclusion of the presentation drive.  Review positive features one at a time.
•    Ask your customer’s opinion of each positive feature you discovered during the drive.  Make the list substantial.
•    Then you have earned the right to ask a closing question.

You will discover more people willing to say, “YES, this vehicle is just right, I will take it”.

Your POWER PRESENTATION DRIVE drives out your customer’s procrastination.

Once your clients want what you sell they stop procrastinating and help you make the price and payments work.  They want you to help them get the deal done. Be better at closing.  There is one  “P” word you will love—PAY cheque!

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