By Mark Tewart
I don’t believe that a sale usually occurs because of one “big bang moment.” Usually, a sale occurs because of a series of very small and simple things that add up to being the difference maker.
When you are talking about adding 50 closes to your sales arsenal, you are looking for the “big bang moment” and are concentrating on risk reversal rather than risk aversion.
When you concentrate on the hearts and minds of your customers during the sale process you tend to need a lot less close and objection handling techniques because you are gradually addressing all their fears as you move along in the sale process. This creates risk aversion which is much easier to do than risk reversal. Try these 5 simple ideas:
- Lower your customers fear at the greeting – whether you greet customers online or offline, you can lower their apprehensions from the beginning to create a different environment and set the tone for the culture of your business and the way you operate.
- Utilize commitment and consistency as a form of subtle persuasion to remove fear of risk – ask small questions that will create small commitments to the customer’s involvement to the process. Small questions do not create fear and eventually lead to comfort in asking bigger questions.
- Be Contrarian — Do the opposite of what other salespeople do – instead of selecting and then presenting and demonstrating the new vehicle first, go their present vehicle first. Home, work and vehicle are comfort zones where a customer spends most of their time. They are bringing their vehicle to you so use it up front.
- Do an effective demo drive – give the customer all the ways they can purchase. Make sure to “walk the wheel” of opportunities. Give customers full disclosure of price, trade values and three options for down payments/payments. Allow the customers to decide what is most important.
- Give the customer all the ways they can purchase. Make sure to “walk the wheel” of opportunities. Give customers full disclosure of price, trade values and three options for down payments/payments. Allow the customers to decide what is most important.