Return to Home Page
AUTOMOBILE SALES AND LEASING
AUTHOR: JON MC CORMICK
LIST PRICE: $19.95
Describes how to sell cars successfully in a new car
dealership. Also describes how to lease cars. The author was
a million-dollar club salesman.
I have known many seasoned "pros" who think it's wise to let a person settle on a car before they approach him. I believe this is just plain lazy, and in poor taste. Rather than let a customer wander around, until you have formed an opinion of what they are doing, take the initiative to walk up and greet them as they exit their car.
You should walk up in a confident, friendly manner. Don't run at them, don't alarm them. Just approach them like you know what you are doing. Smile, and offer your hand. Your introduction should go something like this, "Good morning. Welcome to ABC Motors. My name is Cindy Smith. How may I be of service to you today?"
I want to dissect this opening statement. First, welcome the prospect to your facility, and shake their hand. Very few people will be able to be rude or indifferent to you when you approach them in such a friendly manner.
Secondly, remember your goal of starting conversation. You want your customer to talk back to you. You should ask what they want in a way which requires more than a one word reply. For instance, suppose the person you have approached is a bit shy, and apprehensive towards salespeople. You walk up, and use the standard opening line of the retail industry:
Salesman.." Cood morning! Can I help you?"
Your chance of building some sort of rapport with this person has just come to a sudden halt. He has the ground rules for the relationship. There will not be one!
The sales effort was stopped because of a poor choice of words. By contrast, "No" does not work when asked how service can be provided.
Examine all the possibilities. You introduce yourself to a customer. You ask him how you can be of service. He replies that he is looking for the service department of your company. Now, you can take the action of the average salesperson, and point your finger toward the shop. After all, why not just drop him, since he's not interested in buying a car?
It is much smarter to use the situation to your utmost advantage. You can escort the customer to the service department. Since you introduced yourself, and hopefully got the customer's name, you can extend the courtesy of introducing this person to a service advisor. Before you leave, provide him with one of your cards, and tell him you will be on the showroom should they require any further assistance.
It is realistic to assume this person may be visiting your shop for an oil change. It is just as likely he may be picking up an estimate for a major repair on his old car. He may reach the conclusion that the old car is not worth the investment, and needs to be replaced. If this is the case, who do you think they will look for assistance? They will be after you, the person who displayed courtesy and concern for their needs.
Keep an open mind, and approach every person you see as a potential buyer. Do so in a warm, friendly manner. You will find that there is no shortage of people who are interested in buying a car.
3. Don't pre-judge your customers. To pre-judge, or pre-qualify a prospect is to try to evaluate a customer's intentions or ability to buy before you have met him. This is a very common mistake for a salesperson to make, and one of the costliest mistakes that can be made.
2. Always greet your customers promptly. It seems that nothing offends today's car buyers more than the perception that they are being ignored by the staff of the dealership they are visiting. Today's buyer desires to be catered to. You should make it a point of professional habit to greet and acknowledge customers as soon as you see them.
TABLE OF CONTENTS:
2. WHAT THE SUCCESSFUL AUTO SALESPERSON KNOWS: HOW TO START
AND PREPARE FOR THE DAY
3. LEARN THE FINE ART OF INTRODUCTION: HOW TO CREATE THE
RIGHT FIRST IMPRESSION AND TAKE CONTROL OF THE SELLING
4.IMPORTANT FACT-FINDING TECHNIQUES YOU NEED TO DISCOVER.
YOUR BUYER'S MOTIVATIONS CONCERNING THE CAR PURCHASE
5. HOW TO LAND YOUR CUSTOMER ON A SPECIFIC CAR: THE ART AND
MAGIC OF SELLING USED BY TOP PROFESSIONALS
6. EFFECTIVE DEMO-DRIVES TO CLOSE MORE DEALS
7. HOW TO WRITE AND OFFER, SUCCESSFULLY NEGOTIATE TO A
CLOSE AND DISCUSS THE TERMS OF THE DEALS WITH YOUR
8. LEASING: A COMPREHENSIVE IN-DEPTH LOOK AT WHAT YOU NEED
TO KNOW AND UNDERSTAND. INCLUDES THE FOURTEEN MOST
COMMON OBJECTIONS ENCOUNTERED, AND HOW TO TURN THEM INTO
POWERFUL ADVANTAGES TO CLOSE YOUR DEALS
9 KEY IDEAS ON HOW TO MORE EFFECTIVELY USE YOUR TIME,
DEVELOP YOUR CUSTOMER BASE, AND MAKE MORE MONEY THAN
YOU EVER THOUGHT POSSIBLE
10. HOW TO GUARANTEE SUCCESS IN ANY FIELD - HOW TO MANAGE