What's more important, selling yourself, the dealership or your product?
We tell our salespeople that they must sell all 3 of these concepts, but we know that doesn't always happen. So which is the most important?
Replies to This Discussion
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Permalink Reply by Stanley Esposito on
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I sell myself. I am the destination for the customer. They can go anywhere to find a new car. They can't find me anywhere but at my dealer. They know it and don't mind paying for my services.
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Permalink Reply by Joe Brunner on
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Excellent question David. 71% of the people buy from someone they like, respect, and trust. Although the wise salesman realizes that they are all important, they realize that if the customer doesn't like you they will never give them an opportunity to earn their respect or trust.
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Permalink Reply by Craig Lockerd on -
I would agree with Stan...The dealership I'm at might not be the nearest to client,but I will make it convienent for that client with whatever I need to do.The product that I offer will without a doubt be shown to be able to fill all that clients needs and wants......and like Stan says...They get get me anywhere else! Great post David!
Stanley Esposito said:I sell myself. I am the destination for the customer. They can go anywhere to find a new car. They can't find me anywhere but at my dealer. They know it and don't mind paying for my services. -
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Permalink Reply by Bob Gaber on
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People buy from someone they like and trust. 88% of your clients have checked out the vehicle on the internet before they walk through the door of the dealership. And unless the dealership is a total physical mess and the client can save a huge amount of dinero, it has to be us!!!
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Permalink Reply by NANCY SIMMONS on
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Thanks for posting here David!
I agree with all these answers 100% when it comes to new. I find in many circumstances, a pre-owned buyer, especially those who fall into the special financing category might be more focused on the actual car they have pin-pointed which falls into their parameters. They research the internet for the make/model looking for, locate one which seems to hold most value for the price, and arrange to see/drive vehicle via internet dept. They are so focused on the vehicle at the internet price, they don't seem to really engage with the sales consultant as the new car customer does. This is my thought from the fish bowl office I work out of that overlooks the showroom....room with a view...and what a view!!!! -
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Permalink Reply by David L Hoier on
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I agree Nancy, the secondary finance customer creates a different set of circumstances. Still, the attitude of the salesperson is important. These customers are used to being treated as second class citizens and a little understsnding and repect goes a long way. It's important to remember that success depends upon treating all customers the way we would want to be treated.
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Well said, David. You are the consumet professional.
David L Hoier said:I agree Nancy, the secondary finance customer creates a different set of circumstances. Still, the attitude of the salesperson is important. These customers are used to being treated as second class citizens and a little understsnding and repect goes a long way. It's important to remember that success depends upon treating all customers the way we would want to be treated. -
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Permalink Reply by Craig Lockerd on
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What should a salesperson do to "sell him or herself" at the beginning of the client/salesperson relationship, in the middle and end and beyond after the sale?
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Absolutely!
Many of the wonderful folks who fall into this secondary financing classification these days are victims of the economy and through no fault of their own, their credit score became drastically affected by the loss of employment for one or both spouses, the loss of money in investments, property value dropping, all attributing to the demise of their personal capital! A large percentage of the population is one or two paychecks away from falling into that class. My feeling is to treat every single individual, in professional or personal situations, with genuine care and compassion, and certainly the courtesy they deserve. You never know the personal battles each and every person may be dealing with...some cover it up rather well!
Thanks for the reply and I enjoy bringing the human element into the conversation!
Nancy
Bob Gaber said:Well said, David. You are the consumet professional.
David L Hoier said:I agree Nancy, the secondary finance customer creates a different set of circumstances. Still, the attitude of the salesperson is important. These customers are used to being treated as second class citizens and a little understsnding and repect goes a long way. It's important to remember that success depends upon treating all customers the way we would want to be treated. -
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Permalink Reply by Craig Lockerd on
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I think I heard Cardone say this...Treat everybody except millionaires,like they are millionares....how do you treat millionaires...like their billionaires!
NANCY SIMMONS said:Absolutely!
Many of the wonderful folks who fall into this secondary financing classification these days are victims of the economy and through no fault of their own, their credit score became drastically affected by the loss of employment for one or both spouses, the loss of money in investments, property value dropping, all attributing to the demise of their personal capital! A large percentage of the population is one or two paychecks away from falling into that class. My feeling is to treat every single individual, in professional or personal situations, with genuine care and compassion, and certainly the courtesy they deserve. You never know the personal battles each and every person may be dealing with...some cover it up rather well!
Thanks for the reply and I enjoy bringing the human element into the conversation!
Nancy
Bob Gaber said:Well said, David. You are the consumet professional.
David L Hoier said:I agree Nancy, the secondary finance customer creates a different set of circumstances. Still, the attitude of the salesperson is important. These customers are used to being treated as second class citizens and a little understsnding and repect goes a long way. It's important to remember that success depends upon treating all customers the way we would want to be treated. -
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In the beginning: First Impression counts! The body language and facial expressions add so much to the initial preception the client/prospect makes based on the instant they caught the first glance of the sales person. So many times a sales consultant could be engaged in a conversation with another employee, joking, venting, screaming about last night's football game outcome and doesn't realize that prospect walking towards them has already formulated an opinion. All this before the actually hand shake and greeting!
In the middle: During the entire process of selling the vehicle, the sales consultant must read the client's expectations and make their best attempt to accomadate. Some clients want to chat, reach common ground and get very friendly prior to doing actual business. Others feel I am here to conduct visit, I didn't come to a car dealership to make a friend but to make a purchase, (refer to Joe B.'s DISC training in Carbucks). But to present the vehicle and the price in a very professional manner and maintain honesty and integrity in the entire process is key!
In the end: Make the delivery process as exciting as possible! Roll out the red carpet sparing nothing...Don't start back peddling on the promise to stand behind your sale made prior to them signing the papers. After delivery, follow up with a thank you phone call and continue with that relationship building! Become their friend on facebook, (if you have a reputable page). Send them greetings cards, check with the service department when you customers have a service appt. and make sure to see them and remember their name!
Just some ideas I have to help keep a customer liking you!!!
Craig Lockerd said:What should a salesperson do to "sell him or herself" at the beginning of the client/salesperson relationship, in the middle and end and beyond after the sale? -
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People don't care what you know until they know that you care. This is done in three words: respect, listen and engage. You can't get respect until you give respect. Customers don't want to be talked at, they want to be talked with, and most important you have to engage with the customer. They must feel a connection with the salesperson (common denominator) and know that the salesperson's goal is to satisfy their needs and wants, not just make the sale. "In order for us to get what we want (the sale), we must the customer get what they want".
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