An Experience Can Sell a Car

While enjoying the warmer weather with my buddies this weekend, I made a new car enthusiast friend out of a complete stranger. The conversation got started when he asked me if I had ever heard of the Nissan GTR. I looked at him and exclaimed, “Of course! I have a near meltdown every time I see one.” We both go on and on about where we have seen them in town. I share with him how I have to hug the one at the dealership when I go in for maintenance with my current car. We both chatter in excited tones as everything else going on around us seems to fade away from existence. We are both engrossed in GTR “speak”. We get so enrolled in talking about the GTR, that our smart phones are busy looking up GTR data online. We both talk about how hot the lines of the car are, but we are totally fixated on how fast it goes and handles as we watch video after video of the GTR on test tracks. Neither one of us has actually driven a GTR, but I am sure even the most blasé salesperson could get us thinking about pooling together our funds and buying one at that moment. So what is it that makes two strangers bond over a car that neither one has every driven………an experience!!!! We both desire the experience of driving a GTR.

I like to play the “what if” game. So, what if you have a couple come into a dealership to buy a car but they seem to not be on the same page. As a salesperson, could you find a vehicle that two people could bond over if your focus was on the experience they want to have driving their next vehicle and not on a list of options on a Monroney sticker? I think an experience could sell anything from a car, to a house and maybe even a pair of shoes. My challenge to you is to provide the experience and see what you can sell. I would love to hear your feedback from your “experience” selling.

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Comment by Stephanie Young on June 24, 2011 at 3:51pm: Marsh, looks like their might be some karaoke on Saturday. I will have to check that one out....lol.

Comment by Marsh Buice on June 24, 2011 at 3:44pm: @ Stephanie...sounds like a karaoke song!!

Comment by Stephanie Young on June 24, 2011 at 3:35pm: Tony, I like Marsh's saying....treat them like your one and only not like they are cold and lonely.

Comment by Tony Provost on June 24, 2011 at 3:21pm: Stephanie, We preach, everyday. Treat every customer like they have a million dollars, treat them like royalty. Go all out with every ounce of energy you have. Why? We are not lending you the money, the banks are. Everyone knows someone who has money, has great credit. GIVE them the best experience, of their lives. Thru the experience, we will find out what makes the customer bubble over, to want and want more. Remember, we are in the PEOPLE business, that just happens to sell automobiles.

Comment by Stephanie Young on June 24, 2011 at 1:10pm: Marsh, I think emotions are the glue that bond the facts with actions in human interaction. If you can relate to someone through an experience, it is like having been there with them. You can see, hear, taste, feel and understand their point of view. Like you said before, it is like they are the one and only and not cold and lonely.

Comment by Marsh Buice on June 24, 2011 at 12:25pm: Stephanie, when you are new to this business, you have to rely on the facts and lace it with some emotion in order to produce a sale. As you become more experienced you can use your experiences to help with new prospects. Experiences are endorsements to new clients-the same reason why George Foreman endorses the grills, your customers endorse your prospects. People want to hear stories how real people like their vehicle--your vehicle is good, your endorsements make yours the best.

Comment by Stephanie Young on April 15, 2011 at 10:53am: @ Carrie: I am sure there is one of my hugging the GTR floating around some place at the dealership. I like what you had to say about the Disney experience. So right on the mark!!!!

Comment by Stephanie Young on April 12, 2011 at 2:23pm: Thanks, BC!!!! Thanks for all your support and inspiration.

Comment by Stephanie Young on April 12, 2011 at 10:57am: Funny thing about the Nissan GTR.......test drives seem to be as difficult to come by as seats at a Royal Wedding. (smile)