When No Means Know Using Online Tools to Overcome Objections

August 2006, Auto Dealer Today - WebXclusive

by Maxwell D. Skynard - Also by this author

No matter what we’re selling or what state we’re selling it in – we are going to hear our share of “NOs”. However, it is what we do with these “NOs” that separates the salesmen from the order takers and ultimately determines whether our paychecks buy us what we want or merely what we can afford.

The simple truth is “NO” does not always mean “No”. In fact, more often than not, “No” is a defense mechanism or an unconscious synonym for “I don’t trust you yet” or “I still have questions.”

With this in mind, I am going to pass along a few borrowed nuggets of wisdom and share a couple practical ideas to help you bridge the gap between “I’m just looking” and “where do I sign?”
First of all, we have to understand that there are two sides to every deal – what the customer likes and what the customer doesn’t like. What he likes will make him want to spend money. What he doesn’t like will make him want to keep it. So the trick (obviously) is to keep the customer’s attention on what he likes about your product or dealership.

The great Zig Zieglar put it this way, “A customer will buy when his desire to have your product exceeds his desire to keep his money.”

To keep your customers focused on the sunny side of your deals try asking questions like “what do you like best about this vehicle” and reinforce their answers by sending them quality information.

For example, if a customer mentions a vehicle’s performance, then send them favorable reviews or specifications. If they mention “style,” then send them a virtual brochure with extra photos or 360 views. All of this can easily be done through most high-end lead management tools. In fact, some vendors can even automate these multi-media presentations as part of your regular follow-up routine. This can allow you to “sell the sizzle” of your product line and dealership without even lifting a finger.

Remember, buying a car is often an emotional decision. The more a customer wants your product, the easier it will be to sell it.

Secondly, try using your website to overcome objections. Customers are often skeptical of salesmen, so walking them through an online process can do wonders to reinforce credibility.

For example, the next time a customer complains about a discrepancy in MSRP or trade-in value, try walking them through the “build and price” or “value your trade” section of your website. In most cases, something simple has been accidentally omitted (like CA emissions, etc…), so walking through the process together will allow them to see their mistake and build trust in you as a salesman.

Finally, remember that online tools are only as powerful as the people using them. So take a trip outside your comfort zone and learn to leverage the virtual side of your dealership. If you do it correctly, then you’ll find that what your customers know will make them less likely to say “No.”

Vol 2, Issue 9

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