One skill I'm working on is building a Profile of the customer, starting with the lead.
What's the difference between Profiling and Qualifying? Here are some questions, see if you can tell which is which:
1. Are you looking for a sedan or SUV?
2. How do you use your vehicle when you are not commuting to and from work?
3. Are you considering a new vehicle, used or both?
4. Did you buy your current vehicle new or used?
Profiling is based on what people DO, who they ARE, where they LIVE, not what they SAY they want. See the difference?
Ever heard that "Buyers are Liars"? Of course. Ever heard this one: "Who you are speaks so loudly I can't hear what you're saying"? That's a quote by Emerson. People usually won't 'lie' about the kinds of 'conversational' questions we ask while profiling. But if they sense it's a 'sales' related question, especially involving money or intent to buy, their guard goes up.
Profiling allows the Automotive Sales Professional to diagnose the customers hot buttons and buying motives, and enables us to BUILD VALUE at each step of the buying process, rather than resorting to price, price, price.
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