1 Year to 3 Months Before the Purchase
During dinner, husband or wife mentions they should start looking for a new vehicle. The typical reasons for considering such a big decision: keeping up with the neighbors “the Jones’s”; manufactures TV advertising promotions etc; driving down the highway and seeing a beautiful new vehicle, a need and a want.
Approximately a Month Before the Purchase
The couple discusses such things as: how they will pay for their new vehicle; monthly budget (maximum); how much savings they have (cash down); and whether or not they will trade in their current vehicle. Normally people go to their bank first for a loan approval. They might research other financial options (manufacturer credit arms, leasing, etc.). The Internet is now a research tool for your customers to obtain more information, so get on it see what is happening. It is not going away.
The Night Before the possible Purchase
They decide to go to a dealership, but feel they will not buy just yet. But if they see something nice and close to what they have been considering and meet a salesperson that understands them, then they just might do it today, only if…
When The Customer Enters The Dealership
The couple tries to look like they do not need any help or that they haven’t even thought about purchasing a new vehicle. They start, say exactly the same things we use to say to car salespeople: “I’m just looking”… “We are just kicking tires”… “We don’t need any help”… “We just started looking”… “What is your best price on that car?”… “How much would you give me for my car?”… etc.
Now! Because we are professionals and understand our customers, we know why they are saying these things – they are exactly like us.
During The Selection Process
They are undecided about colors, options, etc., and become resistant. The reality about actually purchasing a vehicle is coming into focus. Emotions such as fear, doubt, hesitation and uncertainty begin to play a major role.
During the Negotiations
Some customers become distant and uneasy. But if you have done your job, then as a professional in our business does, you can confidently ask for the sale now. Negotiating is all about psychology and how you articulate every word becomes critical to the sale now. Explain everything to them and make sure every condition is clarified. Assist your customer through the process. It does not have to like going to the dentist.
SOLD - When They Come To Pick Up their New Vehicle
Take your time in the delivery process; leave the customer with a lasting impression. If you have done your job correctly and professionally, the customer will feel great about their new vehicle purchase and speak highly of you, your dealership and the manufacturer. This will lead to an excellent client base, referrals, and repeat business.
Note: You must always remember two things - your customer is at your dealership for a reason and the #1 reason people will buy from you is You.
PEOPLE LIKE PEOPLE WHO ARE LIKE THEMSELVES
To understand people you have to study them, read books, and listen to audio/videotapes. Here are some suggested books to read.
- Emotional Intelligence – Daniel Goleman
- 25 Habits of highly successful Salespeople – Stephan Schiffman
- Unlimited Power – Anthony Robbins
- Quantum Healing – Deepak Chopra, PhD
- Don’t worry, Make Money – Richard Carlson, PhD
Darin’s Wrap Up
You’ve all heard it before; we are in the greatest and biggest people business in the world. When we understand that we as salespeople are customers, then understanding our customers is easy. It’s just part of what we do for a living. The more we understand and give to our customers, then the more we will receive.