Get in Good with the Family
Talk to your customer’s spouse. Learn about the family you’re selling to. Families with children want cars with excellent safety ratings and plenty of room, while parents buying a car for their teenager will have very specific concerns. If you know the family you’re selling to, you’ll know what attributes are valuable to them. Your customers will notice when you’re conscious of their family’s wants and needs.
Make Them Feel Special
Remember all that information you’ve gathered? Keep in mind the kinds of cars that are going to fit into the consumer’s lifestyle, expectations and dreams. They will feel special if they don’t have to repeat themselves. Get it right the first time and they’ll be back time and time again. Let them know you’re in it for the long run, not just a one-buy stand.
Respect is the magic word in relationships. If you respect your customer’s wishes and boundaries, you will find yourself deep within their good graces. Don’t view your customer as an object, but as a person with ideas, desires, budgets, etc. You want your customers to introduce you to their friends. If you respectfully help them find their perfect car, they will be proud to refer their friends to you.
When a customer submits a lead online or visits your dealership, they do not want to be immediately pushed into the final step of a sale. According to Dennis Galbraith, senior director of online marketing solutions at J.D. Power and Associates, customers who submit leads online are most likely to be “dealerphobes”. This means you need to be sensitive; build trust by taking it slow.
Pushing sales will not win the heart of the consumer. If you want your customers to love you, you must woo them. Your ultimate goal is to sell more cars, but don’t forget the steps in between. Build trust by listening, learning and leading your customers (gently) to their new car.
Vol 5, Issue 4