This obstacle usually comes from Customers during the initial Meet and Greet and has been challenging car Salespeople for years.  It is a common defense mechanism and most of the standard responses taught in car sales training tend to make the Customer even more defensive. 

Traditional auto sales training has been designed to maintain control of the Customer and the sales process.  A typical Salesperson’s response to this obstacle would be to suggest that since the Customer doesn’t know the inventory, the Salesperson will tag along in case they have any questions they need answered.  Letting Customers tour the lot alone isn’t part of the old control mindset.  In fact, it can sometimes bring a strong and abrasive response from a Sales Manager if the Customer leaves the lot without talking to the Manager first.

Pressure selling techniques like this, geared for controlling the Customer, are a part of auto dealership sales training that has been around too long.  Today’s Customer rejects this method and will quickly go somewhere else if they feel they cannot control their own shopping decisions.  They recognize that this kind of selling is geared for making a sale today at all costs and they don’t like it.

Today, we need to face the fact that Customers know our methods and they fully expect a car Salesperson to be just like every other one they have met or heard about in the past.  Our DLA training curriculum teaches that the best way to earn a Customer’s business is to catch them pleasantly off guard by being unique and different from what Customers expect from a typical car Salesperson.

Our In-Dealership Training and Dealer Online Training Courses, teach Salespeople how to respond to this in a way that sets them apart from what Customers would normally expect.  By recognizing that they have the option to shop around, we can respond in a way that respects their right to do so.  If you do not allow a Customer to browse the lot, at their own convenience, they will shut down and not cooperate with your process.  Your goal is to let them know that you understand they are just shopping, but are there to help them in their process without applying any additional pressure.

Here’s a good response to this obstacle from our training curriculum:

Customer:  Is it okay if I just look around by myself?

Salesperson:  Of course you can, can I assume that means you do not have to buy a car today?

Customer:  No, not today.

Salesperson:  Great!  That actually takes all the pressure off of me as a Salesperson.  I would still be happy to spend some time with you.  Why don’t we consider today to be purely an Informational Gathering event.  We can look at some cars and if some catch your eye, I can get the keys for them so you can sit inside.   I would be happy to give you prices and brochures on all the cars you like so you can take them home to consider and compare with the other vehicles you will be looking at.

So, are you looking for a new or used car?

This is a non-threatening response to this obstacle that will, in most cases, reduce the Customer’s defenses and allow you to begin your normal sales process.  The question now is, if the Customer finds a car they like, will you ask them to buy it at the end of your presentation?  Of course you will!  That is your job.