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How to become the best & effective car sales man/marketing officer.? |
My passion is luxurious and comfortable cars so i picked up the job of marketing officer in a car showroom but i would like to know what are the 10 best things a car sales man should know? Being an MBA student i am aware of the basics but what exactly does a customer want is my question. It would be really very helpfull if you could share your wisdom, thanks. 1. Believe in yourself and everything you say to sell that car. 2. Dress sharp but not too sharp. Leave a shirt tail out to identify with the person your selling to. important. 3. On the paper work leave out the details just get a signature. 4. let the customer do most of the talking. 5.Make sure the cars are clean . 6 Act like youve got to pee the whole time your with the customer, as long as he thinks your in pain hes going to ask a lot of questions. 7.Lies and manipulation but in short phrases are killer in selling cars. Plan out your attack as he does the talking. Think quick because hes gonna lie more than you are. 8. make sure customer has a job. and owns his own home that way you know where the car is if he skips payments. Do a credit check and make time to do this. 9. Park the nicest cars in the back because everybody wants the cars in the back never in the front.That is the best trick ever... 10. Get to know the owners of the car lots around you and kinda mix up the cars in different locations that way your enemys will still buy from you, So now that you've had the BS version, try the professional approach. 1. Make the client comfortable. Don't go right out for the demo ride. Sit them down, explain that you want to be sure that you show them the right car and find out what their needs are. The more information you get from them, the easier the close will be later. This will tell you exactly what the customer wants. Don't fool yourself into thinking that all they want is "the best price". People want to feel that they're getting value for what they are spending. 2. Do a proper "butterfly" presentation. Open all the doors, hood and trunk and start at the engine compartment, picking features that would benefit the client all around the car. Work around the car counter-clockwise (hood, driver's door, left rear, trunk, right rear and passenger front door) so that the next thing you do is seat the client in the passenger seat. 3. YOU drive first! Talk about the features and benefits that fit your client's needs. If they're interested in safety, don't talk about performance. They won't care about that as much (remember the hot buttons from your initial interview). Make statements like "isn't that a great benefit to you?" or "wouldn't that be good for you to count on?". Get their heads going up and down and agreeing with you. 4. Stop along the way and let the client drive next. Don't overtalk now, because you want them to ask questions while they drive. When they do ask, answer with a positive statement. You have to anticipate their questions in order to give an immediate and confident answer. If you hesitate, the first thing they'll be thinking is that you're full of it. 5. Once you're back at the dealership, sit back down and, again, get their heads nodding with questions you know they will answer yes to. Keep punching up all the positive feedback they've given you along the way. "Didn't that vehicle ride nicely? It would be good to have that kind of comfort every day, right?" "Did you like the power this vehicle offers you?" 6. When it comes down to negotiating the price, don't run back and forth making yourself and the client crazy. Spend some time praising the value of the features and benefits that they've already acknowledged work for them. The more value they perceive, the less negotiating you'll have to do. Use this statement EXACTLY as it's stated here: "If I can make the price of the vehicle we just drove be what YOU want it to be, will you purchase it today?" At this point, one of three things will happen. (a) You will get a solid yes, to which you reply by asking for a good faith deposit to help you work for his/her interests. (b) They will tell you what about the vehicle they don't like (color, accessories, leather instead of cloth etc.) to which you can respond to with a different vehicle on the lot. Then go back and ask the same question again, once they've agreed on that vehicle. (c) You'll get a solid no, which is your signal to go back over the list of positives (you liked the seating, right? And the color is what you wanted right? The features fit your needs perfectly and fulfilled what you were looking for?) When you get yes answers to all of your requalifying questions, make a very simple statement like "Then I apologize, because I must have done something wrong in assuming that you wanted this vehicle." Turn it around by going on the defensive and they will either tell you that they're just not ready to buy yet, or what exactly it was that they didn't like about the vehicle. You either save the time of negotiating the price by saying that pricing can change on a daily basis depending on different incentive programs or availability or find out what changes in the vehicle have to be made before you start negotiations. Then go back to (a) above. Once you have a deposit, ask the customer what price they feel comfortable paying for this vehicle. Of course, the first price they offer will be ridiculous, but don't tell them that. Write it down as "customer offer is $2,500" and have them sign below it. Take that to your sales manager, or whomever you have to see to get the real pricing. This begins the actual negotiation process and will yield the best price for both your client and you. The whole process is a lot more complicated because there is so much psychology involved, but this is a good general set of rules. Above all else, remember to LISTEN, LISTEN LISTEN! Good luck in your choice of career. 23 total years in the car business and 10 as sales management! You got a job as a sales manager, and you have to ask this question here? Anybody hired as a sales manager should have proven abilities and ideas to bring with them in order to increase volume and gross. Take some specialized classes before you get fired for not knowing anything. Unfortunately, being an MBA student provides no basis for a sales manager. Depending on the area and kind of car you sell, try a "joe verde" course. |
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