Armed with ALL the knowledge; customers are still SCARED!

Today’s customers have access to an abundance of knowledge.

They can get on their computer or smart phone and see what the cost of a New Vehicle is.

They can appraise their own trade.

They can see what the lowest interest rates are.

They can do side by side comparisons with vehicles they are looking at.

They can check for the vehicles safety and reliability.

They can check how much insurance costs will be.

They can pretty much check on ANYTHING and EVERYTHING about the transaction!

Customers CAN, and in most cases DO, come armed with a LOT of knowledge before they enter the showroom floor.

BUT………they are still scared!

What are they scared of?

They are scared that they will still pay too much for the vehicle, not get enough for their trade, pay too high a payment, pay too high of an interest rate and most of all…….they are scared that they bought the wrong vehicle!

You see, even armed with ALL of the knowledge, there will always be some doubt by the customer that they are making the correct decision.

THIS is where YOU, the Sales Professional, can make a difference!

As a Sales Professional, you have to sell the product, the Dealership and YOU!!!!

“YOU”, make the difference in the sales transaction!!

Customers want to deal with someone that is knowledgeable, professional, and courteous…… and most of all……LIKEABLE!!!

So how do you get to become, “likeable”??

The formula is rather simple.

Ready???

Ask questions…….

That’s it……ask questions…and a lot of them!

LISTENING to the customer!!!!

You see the art of building rapport and knowing what a customer REALLY wants is the key to closing more deals!

The best closers do one thing better than everyone else! They ask the MOST questions.

When you ask questions, you get a better perspective of what the customer’s wants and needs are.

You get a better perspective of how they are going to use the vehicle.

You get a better perspective of what they “have to have’ and what they would “like to have”.

You get a better perspective of the information that the customer already has.

This is where, “YOU”, can make the difference!

YOU have to have extensive product knowledge of not just your own product, but the competitions product.

YOU have to have the ability to sell the advantages of your product over the competition.

YOU have to be able to know all of the 3^rd party websites that are giving these customers their information! Websites such as, Edmunds, Truecar, NADA, KBB, NHTSA, IIHS, Consumer Reports, TheCarConnection, CarData, CarInfo, DealerNet…..the list goes on and on…..

YOU have to have the confidence and conviction of knowing HOW to overcome your customer’s objections with the correct knowledge and information to help them make the correct decision.

YOU can give the customer confidence that they are making the correct decision by purchasing your product!!!

The NUMBER ONE complaint of all customers in regards to the Sales experience is;

“The Salesperson wasted my time!”

The reason the customer feels that the Salesperson wasted their time was that the Salesperson didn’t listen to the customers wants and needs.

The Salesperson didn’t know their product.

The Salesperson didn’t give a good demonstration.

The Salesperson was not trustworthy.

As a Sales Professional, you have to make the customer feel comfortable and confident about their purchase!

The ONLY way you can make the customer feel this way is by becoming the very best at what you do!

Product knowledge, competitions products, comparisons, selling your products advantages, demonstrating, building value, practicing, drilling rehearsing….and……asking a LOT of questions!

Customers are armed with a lot of knowledge, yet they are still scared!

YOU can make the difference by putting all of the customer’s fears aside and making sure you give them the most professional presentation they will ever see!

If “YOU” can put the customers fears aside…..YOU will make the sale!!!

About the Author: With 30 years in the retail Automotive Industry, from a Salesperson to a Dealer, I have a vast amount of experience in all areas of the automotive environment.

You can follow me on:

My website: www.JimKristoff.com

Twitter: @jimkristoff

WordPress blogsite: http://jimkristoff.wordpress.com/

Blogspot blog: http://jimkristoff.blogspot.com/

DealerElite.net: http://www.dealerelite.net/profile/JimKristoff

LinkedIn: http://www.linkedin.com/in/jimkristoff

Youtube: www.youtube.com/user/jimkristoff

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Comment by Jim Kristoff on October 16, 2011 at 7:24am: Thank you Randy!

I am sure I will enjoy reading your book!!

Comment by Randy Cox on October 15, 2011 at 10:01pm: Jim I believe you and I went to the same school. I am going to send you a copy of my book "Selling Made Simple". Most people think a good salesperson talks a lot, but a really good salesperson asks questions, and listens a lot. People will tell you how to sell them something if you listen, and also recognize.

Comment by Jim Kristoff on October 14, 2011 at 12:05pm: Thanks Bobby!

Building relationships are key to selling anyone anything.....

Comment by Jim Kristoff on October 13, 2011 at 2:41pm: Thanks for the comments Gillon!

Your comments hit it right on the head!!!

Comment by Mr. Natural on October 13, 2011 at 2:22pm: Again Jim...Great, spot on stuff.

In today's world, out customers are frequently very well informed, and often know more about a specific vehicle orincentive than we do. Hold that thought, and imagine the "choice overload" the shopper is confronted with all day-every day...It leads t what is called "decision fatigue".

When it comes to automobiles, Americans have come to expect a wide array of choices, and most companies, be they car companies, clothiers or coffee shops, have been more than willing to pony up. But more choices do not always equate to happier consumers.

What we often end up with is a customer who has tons of info about many of the cars they are looking at, and this leads them to believe that they know how to buy a car. The customer who thinks they know how to buy a car often get the worst deals, and often risk not even making the best decision for themselves and their families..Even though they won't admit it, these "well informed/seasoned car buyers" are scared to death to actually make a decision...pull the trigger. To make matters worse, the more they learn and research the scarier making the purchase really gets.

Did you ever talk to a customer who said something like: " I've been shopping for 14 months now!" To me, that's frightening!

You're so right Jim..These people need a friend...somebody they can trust in the car business. I'd keep going, but I gotta' learn this new CRM...Yee Haw!!!

g~

Comment by Jim Kristoff on October 13, 2011 at 1:07pm: Thank you very much Kurtis!

You comment is absolutely correct!

Listening skills and the ability to ask in depth questions are the reason soooo many either loose or win in Sales!

Comment by Kurtis Smith on October 13, 2011 at 12:58pm: Jim your post is spot on in so many areas that its difficult to pick just one. Consumers spend more time preparing for the buying process than most salesmen spend learning how to sell. So its no surprise that although listening and asking good questions are apart of the core skills required for selling effectively, that many of our sales people still have lack them. If you test the average sales person on their listening and questioning abilities, what you will find is the explanation or reason why so many of them are loosing vs winning. Great Post Jim.

Comment by Jim Kristoff on October 13, 2011 at 12:33pm: Thanks Noel!

It is rather simple.....ask questions, get answers, listen to the customer and formulate a presentation that suits the customer.....

Comment by Noel Walsh on October 13, 2011 at 12:28pm: You said it best when you said to Ask Questions, and Listen to the customer.

Comment by Jim Kristoff on October 13, 2011 at 12:02pm: Thanks Marsh!

Customers want a professional to answer their questions...not an amateur....