5 Simple Things You Can Do To Sell More Vehicles

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

Mark Tewart is a train­er, con­sul­tant and author work­ing with deal­ers, groups and asso­ci­a­tions in the Auto Retail Indus­try. Click here to read this arti­cle in its entire­ty.

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