Brain Food: Car Business or People Business?

Car or People business?

Written By Troy Spring, President of Dealer World.

www.mydealerworld.com

ASK YOUR TROOPS, WHAT IS MORE IMPORTANT, THAT THE CUSTOMER LIKE THEIR SALESMAN OR THAT THEY LIKE THE CAR YOUR SHOWING THEM?

You will more than likely get some varying answers. Then share this with them:

If the customer likes the car, and not their salesman there are 30 other dealerships in a 15 mile radius they can buy from. People really do not like giving their business to people they don't like. If they like the salesman, they are more apt to try and find a car on the lot they like with that salesman, let him slow the process down, and give him a chance to earn their business.

It simply goes to the most basic fundamental sales lesson in life. Dale Carnegies "How to Win Friends and Influence People". The sales Bible if there ever was one. I would highly recommend that every employee read that book.

If a salesman is really good at building common grounds and making a friend out of the customer, he is your top salesman I guarantee it. He will beat the national "walk around" champ every month. In the road to the sale I wrote, step 3 is compliment something of the other persons. Pick something that you can really be honest about and deliver with sincerity. Like a woman's' shoes, hand bag, maybe a mans small rimmed glasses, or my personal favorite the HAT. If a man is wearing a hat it is for a reason. If he is wearing a Military USS Minnow hat, I' m going to close him. Maybe not until an hour of talking about his past with him and let him tell me why he is proud enough to wear that hat, but I will get him.

You see, hats are the easiest way to find common grounds. I once went in on a close where the salesman told me the guy was a geek, there was no way to break him down and get any warm and fuzzy feelings going. I sat down, looked at his hat which said "I love Chess" basically and asked, Did you see the making of Bobby Fisher?

The rest was history. Ten minutes later as he was waiting for delivery he cordially asked me if I would like to play chess over the weekend because I had seemed so interested, to which i replied, I wish I could but I have previous commitments, enjoy your new Monte Carlo sir, we really do appreciate your business.

Make them like you, they will buy.

0 members like this

Next Post >

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Comment by Craig Lockerd on July 30, 2010 at 4:41pm: It is "Brain Food".....

Comment by Troy Spring on July 30, 2010 at 4:36pm: Thanks, Craig. I have always been committed to (trying to) delivering a message free of any fluff crap....So your comment is really appreciated. I'll keep them coming.

Comment by Craig Lockerd on July 30, 2010 at 4:26pm: Troy you are the best, I and AutoMax are so blessed to know you,have you as a friend, partner,client....you are pretty darn smart and put info out there that is simple enough for me to understand and use! Thanks for being our friend.