Are You Selling or Are You Buying?
Have you ever had this conversation?
You: “Hi Mr. Customer, it’s me John from ABC Chevy and I just wanted to follow-up with you to see if you are still in the market for that 2010 Chevy Silverado that you e-mailed me about yesterday? I have a 2PM appointment slot open just for you today so that you can come down and let me demo the vehicle for you.
Client: “Hi John, thanks for getting back to me so soon with your e-mails and call. I am still in the market, I just don’t know if I have made up my mind about yet and my friend has a new Toyota Tundra that he swears is the best thing since sliced bread. I think might just wait.
If you have ever sold vehicles before, odds are you have had this conversation. Odds are you have had this conversation many times. It’s what you say next that will determine if you are selling or if you are buying.
You: Mr. Customer I can see you value your friends opinion and as luck has it I have a used Toyota Tundra on the lot as well that I would be more than happy to do a side by side comparison with you. I can demo each vehicle for you and weigh the pros and cons of each truck that will allow you to make an educated decision on what truck would work best for you. Does 2PM today sound good for you, or will tomorrow work better?
This is a great close and with this close you are planting the seeds of thought into the customers mind, the customer now feels that he has more than one option at your dealership and he is more likely to set an appointment with you and more importantly show! YOU JUST SOLD THE APPOINTMENT!
The following statement is what you do not want to say.
You:
Mr. Customer, I completely understand that you want to wait on your next purchase and when you decide that you are ready to buy, please consider ABC Chevy.
Though this statement is cordial and proper, you just bought what the client was selling. He said that he wanted to wait till after the first of the year and you bought it by saying that you understood and to consider your dealership when he decided to make a purchase. Sure you may sell a few customers this way, but I guarantee that in the end you will never reach your true potential as a stellar salesperson and you might as well use the empty showroom to get some exercise.
To everyone out there making a living in sales remember this:
- Be fully prepared! What I mean by this is to make sure that you know your product inside and out, do research on you competitors product so that you will be easily able to compare your product to your competitors and always be asking relevant questions to discover a potential clients pain points.
- Be excited! A few years ago I wrote a article about The Billy Mays Persona. We all remember him and how he was always excited about selling his products to the masses. Now I don’t mean that you need to yell and be spastic, all I am saying is to be passionate about what you are selling! When you are making cold calls and follow-up calls don’t be a monotone lame duck on the phone, be passionate about what you are selling, because if you believe that your product works then odds are your customers will too.
- Always be closing! If you have followed steps 1 and 2 then you have put yourself in the position to always be trying to close the deal.
Jason Parman
Internet Marketing and Digital Strategist
jasonparman@live.com
