Our customers in this business today can smell insincerity like a shark senses blood. From the moment that they first meet you, and all through our sales process, they are looking for any hint of insincerity that may have seeped from you. This creates both the challenge for us, and the opportunity.
I like to think of sales as nothing more than the transfer of emotions. I also like to think of closing as making simple sense - basically justifying the emotions logically in the form of a car deal.
The reason that people are so sensitive to insincerity from car sales people is because of the high number of average and insincere sales people that are out there. Many of our customers have dealt with one of these annoying sales people at one time or another. These are the sales people that seem more interested in making their commission than anything else. These are the sales people that tend not to follow up with their customers, and keep in touch with them over the long term. Even though their customers trusted them to guide them though spending 20-30-or 80 thousand dollars, they neglect to continue serving that customer. This only reinforces the mentality that people tend to have about car sales people - because there are so many of us out there that are proving their preconceived notions to be correct.
Ask any person you know what they think in general of lawyers, and more often then not you will get some sort of negative explanation about their line of work in general - and the same goes for lots of other sales people out there in other industries. But not their lawyer. This is what creates the opportunity.
People want to deal with people that believe in the value of the services they provide. They want people that don't just believe at a general level, but at a level that is so great that this emotion is transferred to them. They want to feel your passion come through. Anything less than that is perceived by many people as insincerity - and rightly so.
People don't buy WHAT you do, they buy WHY you do it.
What we need to do is make sure we are not only keeping our attitude in check each and every day, but that we feel great about our line of work. We need to feel deep down that we are not only offering the very best quality of service, but also that if we allow that customer to leave and purchase from an average salesperson down the street - we are then doing them a great disservice.
If we are able to transfer our emotion and passion for what we do to our customer during our process, more often then not we will not only gain a customer and a commission, but also a friend and long term business relationship.
Remember, people don't buy what we do, they buy why we do it.
