You know what one of the best things about working in the auto industry as a salesperson is? There isn’t much competition for you. Og Mandino said it best: “In order to be a success in an endeavor you only need to do a small measurable amount more than the average individual, because most people are content with mediocrity”
It is an unsettling fact about our industry. Some of the unfavorable stereotypes that persist regarding car salespeople are justified. Truly outstanding salespeople are numerous. We recognize you as one of them. Sadly, there are still a lot of unskilled sellers out there who don’t care about their clients, their business, or their own success. By fostering unfavorable stereotypes, they make potential customers defensive and challenging for the rest of us, and they also give them poor sales experiences.
What good news is there then? How a person feels about the salesperson, in fact, is one of the crucial considerations when it comes to purchasing that they make before committing to a purchase. People won’t buy from someone they don’t like or trust, no matter how badly they want the product. You simply need to demonstrate to them that you are one of the good ones… and quickly!
Consider the traits that those other salespeople’ customers dislike, and avoid displaying them. Prospects on the lot are seen by them as tire kickers who waste time. You come across some nice folks who you can aid in finding their next vehicle. They give a half-hearted greeting like: “Can I hep ya?” You greet customers with a warm welcome to the dealership and introduce yourself. The woman in a couple is treated disrespectfully or is ignored. You respect women and acknowledge that they buy 65% of new cars and have a say in more than 80% of major purchases.
Poor salespeople let the prospect take them on a time-wasting, aimless lot walk. By suggesting a quick and simple way for them to quickly obtain the information they require, you demonstrate leadership in the purchasing process. Due to their belief that the only factor that matters is price, poor salespeople don’t ask many questions about their customers. At your desk, you conduct a thorough interview with the client to ascertain their needs, as well as what has changed, what is important to them, and why they need or want to switch cars. Poor salespeople mistakenly believe that selling involves persuading customers to buy. You believe that selling encourages people to make purchases. Only the bare minimum is taught to poor salespeople in order for them to succeed. To advance your abilities and knowledge, you are always looking for fresh information. Poor salespeople don’t have a lot of prospect knowledge. A friend-making effort is made.
You’ve heard it before… people shopping for a vehicle are also shopping for a dealership they can trust and a salesperson they like. If you concentrate on being even slightly superior to the average salesperson, you will attract more customers.