The Automotive Sales Process
Every dealership has a sales process and although they may vary slightly from dealership to dealership, there are some basics that have to be executed to complete a sale. Below is the full life cycle of an effective sales process from beginning to end.
Greeting
Needs Analysis (Pre-Appraisal)
Product Selection
Product Presentation
Product Demonstration
Proposal
Close
In this blog we will review the customer mind-set, dive into the various steps of the process and talk about some of the objections, challenges, opportunities and solutions.
Overall, most people’s perception of car sales is not always positive. As a result, building relationships with potential customers could get off to a rough start since your customer might be defensive or skeptical. These attitudes can be fostered from hearsay, social media or previous personal experiences.
Here are some consumer complaints that may sound all too familiar:
It takes to long
Too many people involved
Back and forth to the “sales desk”
Difficulty to get information (price and trade value)
Commitment questions from the sales person or sales manager
Pressure to buy
Lack of follow up from sales person
Greeting
It’s important to keep in mind the complaints outlined above when we prepare to engage the customer during the greeting. Based on the customer’s initial mind-set, it’s critical that we are both aware and prepared to deal with potential objections that may be presented by the customer during the greeting.
The following tips will ensure that you create a positive first impression and help you build rapport.
Put the buyer at ease
Use positive language
Keep it short
Use information to build rapport
Have a great attitude (never say no)
Always be smiling
Be prepared to handle objections and stalls
Example of a Power Greeting
“Welcome to Home Town Motors, my name is Alex. What information can I get for you today.”
In this example we quickly offer exactly what every customer is after INFORMATION. Every time a customer contacts or visits a dealership they are after some type of information, this can be about product, pricing, trade, financing etc. In addition to addressing some of the customers complaints this greeting will also help to build your credibility and start to build a positive relationship with your customer. Even with this greeting the customer will still likely respond with some type of objection or stall. The following are the most common “objections / stalls” that you will hear from customers in the greeting. In all honestly these are more of conditioned responses than actual objections. If handled properly this will improve your credibility, reduce confrontation and will seamlessly, move you into the next step of the sales process (Needs Analysis).
Most Common Objection
I’m just looking
Only have 10 minutes
What’s your best price
What’s my trade worth
Although the wording of the “objection” may vary slightly over 90% of objections during the greeting will be a variation of these.
Goal to effectively dealing with “objections and stalls”
Be prepared for the objection
Acknowledge the objection
Have a positive response that demonstrates you can provide a solution to the objection
Move immediately into the “Needs Analysis”
Responses to Objections
I’m just looking : “No problem Jim, can I ask you, are you looking for product or pricing information?” or “Do you mind if I ask what you’re currently driving?”
I only have 10 minutes : “Excellent, what information would you like me to provide for you?”
or “Can I ask you if you are looking to replace a current vehicle?”
What’s your best price : “I’d be more that happy to get you a price, what model are you looking for and how exactly do you want it equipped” or “By the way would it also be helpful if I provided you with a trade value on your current vehicle”
What’s my trade worth : “I can get the exact value that we would be willing to pay you for your vehicle, tell me a little about your vehicle.” or “While we are having your vehicle appraised would it be helpful if I provided you with a price and payment options on a replacement vehicle”
As you can see all these responses address the buyers objection / stall, use very positive language, are short, demonstrate a positive attitude, will create instant credibility and move you into the “Needs Analysis”
In my next blog I’ll talk about the appraisal process and 20 “needs analysis” questions that will provide you with all the information you need to select the right vehicle, how prepare a killer presentation, how to structure your proposal to close the deal.
For an online demonstration of our on-line training platform and full sales certification program with real time tracking and reporting please contact me directly.