Where to ask for the sale - on the car lot or in the showroom?

Many deals are missed simply because a sales consultant fears to ask for the sale, or simply doesn't know where or when!

The old adage is 90% of the deal is made on the car lot, and 10% is at the write up. By the time a sales consultant makes it through the steps of the sale, at what point do they ask for the sale?

When it's time to do the write up, this should ultimately be the easy part of the sale for both the customer and dealer!

No Fear selling made simple! 

  

 

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Replies to This Discussion

Permalink Reply by Bobby Compton on February 3, 2011 at 12:52am
I agree Mike, no hitting with low ball figures - Great Point...

Mike Stoner said:

I agree with Nancy and Scott.

 

High gross averages can be had even with internet customers provided it is not your process to hit them with a low ball figure in an attempt to get them in the store. I've posted a video on my page titled "Let The Customer Pour" which towards the end mentions the internet department.

http://www.youtube.com/watch?v=qT4ueYLOLdI

Permalink Reply by Ron Morrison on February 3, 2011 at 10:50am

Interestingly enough you're all saying the right things and this is that "it simply varies" and based on a variety of factors like Source, Buyer Type, Vehicle, Credit Score, Location, Culture, Rapport, Sales person tenure, process (the list goes on) when and how you ask for the sale simply varies. BUT (yes I said but) here's an interesting question: are you willing to go back to customers that you sold to in the past 60 days and ask them directly? Something like this..."Everything ok... checking  in on you... I'd like to ask a favor, would you be willing to help me learn more about our experience together and how I can help other customers in the future? In your experience with me, what made you most comfortable about deciding to buy from me..." Then follow up with, by the way, would you mind taking a few minutes to share that experience on one of the review sites....

See where I'm going with this don't you.  

Permalink Reply by Craig Lockerd on February 3, 2011 at 10:53am
Depends on how we define the "sale" if we mean mental exchange of ownership, then I believe we ask for that sale when the clients feelings and emotions are at their highest possible peak...after the demo drive....at the desk,should be the terms of the agreement.
Permalink Reply by Steve Richards on February 3, 2011 at 6:10pm
Ron, I think your idea is excellent. I see emails or notes from customers once in "blue moon" letting the sales person or dealership know "why" the customer bought. I believe that if asked, customers would respond. If they were offered an incentive, discounted oil change or rotation, etc. they would respond in great numbers. Terrific post, thank you.


Ron Morrison said:

Interestingly enough you're all saying the right things and this is that "it simply varies" and based on a variety of factors like Source, Buyer Type, Vehicle, Credit Score, Location, Culture, Rapport, Sales person tenure, process (the list goes on) when and how you ask for the sale simply varies. BUT (yes I said but) here's an interesting question: are you willing to go back to customers that you sold to in the past 60 days and ask them directly? Something like this..."Everything ok... checking  in on you... I'd like to ask a favor, would you be willing to help me learn more about our experience together and how I can help other customers in the future? In your experience with me, what made you most comfortable about deciding to buy from me..." Then follow up with, by the way, would you mind taking a few minutes to share that experience on one of the review sites....

See where I'm going with this don't you.  

Permalink Reply by Mike Stoner on February 3, 2011 at 9:40pm


Give the customer the incentive without the condition of responding. And why not provide an opportunity for that customer to respond easily to such a request. Would the impact be greater if it was a message (video) from the owner or GM asking for feedback and providing a way for them to easily respond and maybe even go directly to dealerrater or other review type sites?

 

Give the customer the ability to respond in the fashion they are most comfortable with, including annonomously. Feedback is essential to improving processes. Get as much as you can in any way you can.


Steve Richards said:

Ron, I think your idea is excellent. I see emails or notes from customers once in "blue moon" letting the sales person or dealership know "why" the customer bought. I believe that if asked, customers would respond. If they were offered an incentive, discounted oil change or rotation, etc. they would respond in great numbers. Terrific post, thank you.


Ron Morrison said:

Interestingly enough you're all saying the right things and this is that "it simply varies" and based on a variety of factors like Source, Buyer Type, Vehicle, Credit Score, Location, Culture, Rapport, Sales person tenure, process (the list goes on) when and how you ask for the sale simply varies. BUT (yes I said but) here's an interesting question: are you willing to go back to customers that you sold to in the past 60 days and ask them directly? Something like this..."Everything ok... checking  in on you... I'd like to ask a favor, would you be willing to help me learn more about our experience together and how I can help other customers in the future? In your experience with me, what made you most comfortable about deciding to buy from me..." Then follow up with, by the way, would you mind taking a few minutes to share that experience on one of the review sites....

See where I'm going with this don't you.  

Permalink Reply by Bobby Compton on February 4, 2011 at 6:42am
I do see where you're going with this - Strong process and outstanding online reviews!~ Spot ON....

Ron Morrison said:

Interestingly enough you're all saying the right things and this is that "it simply varies" and based on a variety of factors like Source, Buyer Type, Vehicle, Credit Score, Location, Culture, Rapport, Sales person tenure, process (the list goes on) when and how you ask for the sale simply varies. BUT (yes I said but) here's an interesting question: are you willing to go back to customers that you sold to in the past 60 days and ask them directly? Something like this..."Everything ok... checking  in on you... I'd like to ask a favor, would you be willing to help me learn more about our experience together and how I can help other customers in the future? In your experience with me, what made you most comfortable about deciding to buy from me..." Then follow up with, by the way, would you mind taking a few minutes to share that experience on one of the review sites....

See where I'm going with this don't you.  

Permalink Reply by Steve Richards on February 4, 2011 at 12:53pm
Agree with Mike, a video message has far more impact than an email, phone call, or postcard.

Mike Stoner said:


Give the customer the incentive without the condition of responding. And why not provide an opportunity for that customer to respond easily to such a request. Would the impact be greater if it was a message (video) from the owner or GM asking for feedback and providing a way for them to easily respond and maybe even go directly to dealerrater or other review type sites?

 

Give the customer the ability to respond in the fashion they are most comfortable with, including annonomously. Feedback is essential to improving processes. Get as much as you can in any way you can.


Steve Richards said:

Ron, I think your idea is excellent. I see emails or notes from customers once in "blue moon" letting the sales person or dealership know "why" the customer bought. I believe that if asked, customers would respond. If they were offered an incentive, discounted oil change or rotation, etc. they would respond in great numbers. Terrific post, thank you.


Ron Morrison said:

Interestingly enough you're all saying the right things and this is that "it simply varies" and based on a variety of factors like Source, Buyer Type, Vehicle, Credit Score, Location, Culture, Rapport, Sales person tenure, process (the list goes on) when and how you ask for the sale simply varies. BUT (yes I said but) here's an interesting question: are you willing to go back to customers that you sold to in the past 60 days and ask them directly? Something like this..."Everything ok... checking  in on you... I'd like to ask a favor, would you be willing to help me learn more about our experience together and how I can help other customers in the future? In your experience with me, what made you most comfortable about deciding to buy from me..." Then follow up with, by the way, would you mind taking a few minutes to share that experience on one of the review sites....

See where I'm going with this don't you.  

Permalink Reply by Bobby Compton on February 4, 2011 at 12:59pm
Outstanding point out Richard, there's something to be said for the emotion created with video!!! Very nice...

Steve Richards said:
Agree with Mike, a video message has far more impact than an email, phone call, or postcard.

Mike Stoner said:


Give the customer the incentive without the condition of responding. And why not provide an opportunity for that customer to respond easily to such a request. Would the impact be greater if it was a message (video) from the owner or GM asking for feedback and providing a way for them to easily respond and maybe even go directly to dealerrater or other review type sites?

 

Give the customer the ability to respond in the fashion they are most comfortable with, including annonomously. Feedback is essential to improving processes. Get as much as you can in any way you can.


Steve Richards said:

Ron, I think your idea is excellent. I see emails or notes from customers once in "blue moon" letting the sales person or dealership know "why" the customer bought. I believe that if asked, customers would respond. If they were offered an incentive, discounted oil change or rotation, etc. they would respond in great numbers. Terrific post, thank you.


Ron Morrison said:

Interestingly enough you're all saying the right things and this is that "it simply varies" and based on a variety of factors like Source, Buyer Type, Vehicle, Credit Score, Location, Culture, Rapport, Sales person tenure, process (the list goes on) when and how you ask for the sale simply varies. BUT (yes I said but) here's an interesting question: are you willing to go back to customers that you sold to in the past 60 days and ask them directly? Something like this..."Everything ok... checking  in on you... I'd like to ask a favor, would you be willing to help me learn more about our experience together and how I can help other customers in the future? In your experience with me, what made you most comfortable about deciding to buy from me..." Then follow up with, by the way, would you mind taking a few minutes to share that experience on one of the review sites....

See where I'm going with this don't you.  

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