Making 'Em Thirsty

     Auto sales, any sales really, is a people business.  It is about identifying a customer's wants and needs and tailoring your product to them.  Too many people who have “Sales and Leasing Consultant” on their business cards are nothing more than paper hat wearing, order taking monkeys with notes in their mouths.  Customer's come to dealerships and give the sales representative a list (an order) of what they want.  If what is on the list is not available the “salesperson” and I use that term loosely either submits an order for customer or they let the customer leave because “We didn't have what they want.”  A startling statistic you should know is 70 percent, over two thirds of our clients, purchase something different than they originally intended.  Why?  You may ask.  Because eventually they run into a real salesperson.  I'm not talking about forcing someone into a bad decision or using Jedi mind tricks  to manipulate a customer.  I'm talking about simply offering alternatives.  Sell what you have!  If you don't have an exact match to the customer's request, show them what you do have and how it may accomplish the same thing or even why it may be better.  Don't focus on what your vehicle doesn't have that the shopper wants.  Focus on what it does have and how it will benefit them.  Sales representatives have a tendancy to get upset with me when they tell me about customers who had to have a specific vehicle with specific features and yet the customer went to another dealership and bought something completely different and my reaction is, “Sounds like they met a salesperson.”  It comes across as harsh but it's the truth.  I guess it would be easier to blame the “stupid customer” that never told the peddler they'd be open to something else.  Or could it be that we never asked the questions or offered an alternate car?

     I have witnessed people who call themselves sales reps greet a customer that at the onset says, “I want a red (name of vehicle).”  The salesperson (not really) replies with, “We're all out of red.  But I think we've got one that should be here in six weeks.  I can put your name on the list and hold that one for you if you'd like.”  I want to wretch when I witness this exchange.  I understand some people want some specifics that they won't settle for anything else or anything less.  But can we please MAKE AN ATTEMPT TO SELL WHAT WE DO HAVE?!  For the love of Pete, let's actually be salespeople and sell.  “Folks, I understand color (or whatever else they say they must have) may be important to you, I'm sure that how the vehicle handles and how it's equipped will also be vital to your decision.  Let me show you what we do have to make sure this is the vehicle you want.”  And then present and demonstrate the closest thing you have to their request.  Who knows, maybe you'll do such a good job that they don't want to wait for an ordered car.  Perhaps they'll like the one you have so much that they want to buy it today!  Salespeople, true salespeople tailor their product to a customer, build value (walk around presentation), generate mental ownership(demonstration drive with trial closes) and create urgency by making the customer hungry or thirsty for what they have available now.  This is a today business.  I like the instant gratification of it and hate ordering cars.  The truth is being an order taker may feel like you are providing customer service, it is not.  You think you are giving them what they want and being non-confrontational.  You are actually doing your customer a great disservice.  If you take the time to ask questions (who, what, where, why, when and how) and offer them an available vehicle they may find it is just what they need/want and that it is, in fact, better than what they originally intended.  People buy cars once every 3 to 10 years we sell them every day.  We should be the product experts, customer experts and sales experts.  It has been said many times, many ways but it bears repeating:  Anytime a salesperson engages a customer (on the lot or phone) something is being sold.  Either the salesperson is selling a vehicle or the customer is selling the salesperson on their objections or excuses.  The question is who is selling and whom is being sold.  This is your job, your career, you are the professional, no?  Who should be better at sales, you or your client?  Again, refer back to the anecdote I mentioned earlier.  A salesperson went to his manager after a customer left without a new car.  The forlorn salesman, in an attempt to justify his failure said, “Well boss, I showed them the car but they weren't interested.  I guess you can lead a horse to water but you can't make 'em drink.”  The disappointed manager shook his head and said, “Kid, you don't just lead 'em to water, your job is to make them thirsty.”  So, as the title of this book says “The Paint Won't Lick Itself” make them thirsty for what you have.

     Once you exhausted all of your resources then go the ordered vehicle route.  But please, let us be salespeople first.