Car salespeople employ various strategies to turn customers into repeat buyers, but it’s wise to know some facts before entering a dealership.
Automakers have relied on fleet sales to governments and corporate clients as a means to offset disappointing retail sales. While these bulk transactions tend to be less profitable than those made directly to consumers, they provide much-needed vehicle movement off lots.
Know Your Inventory
Selling cars requires a combination of product knowledge, effective sales techniques and outstanding customer service. Here are a few tips to help your team increase its sales while creating an unforgettable experience for its customers.
Car buyers are an individualistic group with varied needs and wants. By learning more about them, your team can identify specific vehicle models and F&I products that suit them better.
Know Your Customers
Customers visit your dealership often with specific cars in mind. Understanding their desires so you can match up their requirements with your inventory is key to satisfying customer needs and satisfying sales.
Customer Relationship Management software such as SnapCell can assist in this process by helping to manage appointments, communicate with clients and track inventory. Furthermore, SnapCell makes creating personalized video content easy – something other systems simply cannot.
Know What You’re Selling
A compelling sales pitch should demonstrate how your vehicle meets customers’ needs and overcome objections to close sales.
Be sure to follow up with customers after they drive off your lot. A quick call or email letting them know you are available should they have any inquiries is an invaluable way to build relationships and show how much you care about their satisfaction.
Know When to Make the Pitch
Car salespeople must always have an in-depth knowledge of each customer’s individual needs and desires, and know how best to present a car for sale.
Note the name of any potential buyers to create a more individualized and personal process, while remaining informed on new and upcoming products.
Know When to Give Up
Car sales is an enticing career choice that offers lucrative compensation and stimulating work; yet it is easy for any salesperson to become overworked in an unrewarding job that leaves no room for growth.
Salespeople can take advantage of customers by applying time pressure for them to make a decision and other tactics designed to influence behavior. Learn to recognize warning signs and when it is best to give up.
Be Professional
Car salespeople need to engage customers in an intelligent and informed dialogue in order to build rapport, establish trust and eventually sell cars.
Professionalism extends to how you treat competitors. Avoid badmouthing them as this may turn away potential customers, and do not abandon your buyers once their transaction has closed.
Know When to Be Honest
Car salespeople may be tempted to cut corners to make quick deals, but being transparent in dealings will ultimately pay dividends in terms of loyal customers and referrals.
Be upfront with buyers from the start. Delaying discussion of cash down, monthly payments and trade-in values could distort discussions later on and may create opportunities to shock them with unexpected costs they were unaware of.
Know When to Listen
Car salespeople need to understand when and how to listen, which can be accomplished through asking customers why they’re considering purchasing a vehicle.
By gathering valuable customer insights about their budget and needs, this will allow you to build meaningful relationships that will increase sales.
Know When to Ask Questions
Questions can be an effective way of showing customers that you care about them and their needs. Asking questions like, “who do you normally drive with?” will allow you to determine the ideal car for their lifestyle.
Safety packages or four-wheel drive options could also provide an opportunity to upsell them. Always be honest if you don’t know the answer to a particular question.
Know When to Say No
Car sales is a significant investment, and buyers need to feel at ease making a decision. Don’t come across as desperate or pushy.
If a customer says they’re just “thinking about it”, take time to uncover their motivations for making that choice. It could be anything from pricing or payments issues, term concerns, color preferences or options which is keeping them from making a final decision.
