Creating the Simple-minded Customer

October 2012, Auto Dealer Today - WebXclusive

by Brian Barfield - Also by this author

We close out this series on the four basic customer types by focusing on our main goal: creating the simple-minded customer. Every customer you sell has the potential to eventually become a simple-minded customer. What is a simple-minded customer, you may be asking? It is the customer who knows you well and trusts that you have their best interests in mind. Once the bond of trust is created, these customers become the foundation of a loyal customer base. By meeting their needs and giving them an amazing experience, they no longer see you as an opponent but as a trusted friend.

This may all sound wonderful and euphoric, but there is a price to be paid to reach such greatness. It goes beyond just meeting their needs, as we have discussed in the last four articles. In order to create this valuable customer, you must give them a memorable experience. Everything I teach is designed to create such an experience for your customer. In this article, I will share with you the three main ingredients needed to set you apart from every other sales associate. Add these three ingredients into meeting your customers’ needs and you will create an experience that will keep them coming back for more.

The first main ingredient is passion with energy. This is the fuel that drives you to greatness. When you sell with an intense focus and desire to please your customer, amazing things will begin to happen. Selling with passion and energy is like giving your customer a rare gift. With all the stresses and demands of the modern world, many customers come into your store with their passion and energy tanks low. The experience you give them will begin to fill up their emotional energy tank.

Here are some questions that will help you determine if you are selling with passion and energy. Does your tone of voice have energy and excitement? Is your body language telling the customer you are happy to see them? Does your eye contact let them know you are truly interested in what they have to say? Doing these few things well can make a big difference in your passion and energy levels.

The next main ingredient is a concept that has changed my career. It is the ability to put on an amazing show for your customer. When you meet their individual needs and sell with passion and energy, you are no longer a traditional sales professional. You, my friend, have now become a performer as well as a sales professional. If you really want to separate yourself from a traditional sales associate, learn to create a showtime experience for your customer. Keep in mind that today’s society loves to be entertained. This is something missing from the sales floor today. It is time for something new and different. Greatness is found when you take what is successful and build upon it.

The last ingredient I will share with you today is the power of serving your customer. Is your sales presentation really all about your customer, or are you more focused on commission and the amount of the sale? If you make the sale all about your customer, then loyalty is created. This is another skill that will set you apart from everyone else. I encourage you to learn how to serve your customer while selling them.

What has been presented to you today is the vision of what the modern-day sales associate will look like. Times have changed, and so have our customers. No longer will the standard sales pitch of greeting, feature and benefits, overcoming objections and closing the sale lead you to true success. These things are still important, but everybody else is doing the same thing. If you want to truly be a difference-maker and set yourself apart, I challenge you to apply these things and be amazed. What you find will be more than just an increase in sales and salary. It will be the satisfaction you receive by making a difference in other people’s lives. 
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