During your Sales Process, especially during negotiation, remember the car is the star. Sell the features, advantages, and benefits. Most importantly, sell what these things mean to your buyer.
Too often, we get stuck on price (or payment) and think the whole deal is about that.
It’s not. Price is only one piece of the entire package.
The most important piece is the car.
During your Sales Process, you are important. The relationship and trust you build with your buyer is a critical component of closing the deal. And remember, the car is the star. During the Test Drive, be quiet and let the car do the selling.
Remember during negotiating, the car is the star.
In your Excellence Roadmap training, you study Re-Sell Re-Ask. It is the most powerful, comfortable negotiating tool you have. It is designed to double your number of first pencil closes.
During Step 3 of Re-Sell Re-Ask, Redirect, you focus on the car:
When you make the car the star, when you focus on the joy the car will bring to your buyer, you will comfortably close your deal today and maximize your gross in a way your buyer loves.
The Greatest Salesman in the World by Og Mandino is one of the most influential books that, for over 20 years now, has positively impacted my career and my life.
I’ve written about this many times. As a matter of fact, I did a series of blog posts covering each of the scrolls in the book. You can access the posts and videos here:
So, why is this book so influential?
Its teachings are based on timeless, proven principles. They are the same principles found in the Bible, in the writings of Dale Carnegie, Zig Ziglar, Stephen Covey, and countless others. They are the same principles I used to develop the Excellence Roadmap and all of Automotive Sales Coach’s training.
For those of you who have been involved in the training for a while now, you know I often reference this book. In fact, I have a multi-part Seek Excellence video series about the book on our YouTube channel (which you can access here).
Today’s Seek Excellence is the introduction to The Greatest Salesman in the World. I encourage you to watch the entire series and to buy the book. Read the book. Study the scrolls. It will greatly impact your life.
I know most of you can’t stand dealer trades,
and they are part of our business.
Do you know, we often create the dealer trades we claim to hate?
By starting the sale wrong and asking the wrong questions.
By following the Sales Process in the Excellence Roadmap, you learn to ask the right questions, help your buyer find the right car (on your lot), and decrease dealer trades.
Always explain dealer trades to your buyers.
Don’t assume they understand it.
If you can’t get a buyer on the car or there’s a product objection you cannot sell around, let them know about the dealer trade option.
Think about the dealer trade process from the point of view of a buyer who has never been through it. Follow your dealership’s game plan.
Control your mindset & attitude today by positively
and powerfully choosing what you listen to.
Whatever you put into your brain comes out emotionally, verbally. We are all highly influenced by what we consume – music, social media, news, books, TV.
What consumes your mind, controls your life. How? It determines your thinking, and your thinking determines your attitude, actions, and results.
What are you listening to?
Is it positive or negative?
Do you ever take the time to unplug?
Do you ever give yourself time to think, to listen to your heart?
Do you want your attitude to be one that lifts other people up? Well, that doesn’t happen by accident. You have to determine what is important to you. You have to determine what you listen to. You have to determine what mindset you want to have. And, finally, you have to choose to listen to these things.
I challenge you to shut off. Shut off your stuff, your electronics, your music. I challenge you to spend time listening to God, listening to your heart.
I challenge you to Seek Excellence today.
There is power in trust and relationship.
To stand out to your customers, you have to connect with them. There is power in establishing a common bond with your buyers.
(This works for both the seller and the buyer.)
In your Excellence Roadmap training, Sale One, Sell Yourself, focuses on building relationship and trust with your buyers. Review the videos and notes in this step of the Sales Process. You will master:
This is how relationship is established and how the customer decides who to do business with.
Today we wrap up our series on turning upset, frustrated customers into Excited, Loyal, Lifetime Customers.
Remember, customers are upset because of poor communication, time, &/or money.
Keys to overcoming your customer’s frustration:
Today, we’re going to talk about the importance of Reassuring your customers. (For a deep dive into any of the keys, go to the training in the Excellence Roadmap.)
Reassure lets your customer know you’ve got their back.
It says: “I’m going to take care of you.“
You also need to game plan. You need to give your customer a vision for how you are going to turn the situation around.
You need to constantly communicate. If you don’t keep you buyer up to date on the game plan, they will become frustrated again. Part of the game plan is to set proper expectations for time, communication, and follow up.
Delivery is the time to set the stage for an Excited, Loyal, Lifetime Customer. At delivery, cement the relationship. Ask for “Perfect 10s” on the customer survey.
Serving every buyer with excellence will turn upset, frustrated customers into
Excited, Loyal, Lifetime Customers.
Why is important to know your customer’s why?
The why is the fuel that drives actions.
The why is the motivation.
Their why is everything.
The why drives your buyer’s actions. When you find our their why, it also gives you insight into the who (family, work, & play). The why is the motivating factor – why now, why your dealership, why this car.
Learning to understand your buyer’s why is one part of becoming a master sales professional. Master sales professionals – regardless of the economy, market, or where they are working – can make a great living and take care of their family.
Go through your last few days, your last few deals, and ask yourself:
The power, the fuel is in the why.
Seek the why.
The why is the key to relationship & trust, the key to selling that car today, the key to a first pencil close, the key to creating Excited, Loyal, Lifetime Customers.
We’re continuing our series on turning upset, frustrated customers into Excited, Loyal, Lifetime Customers.
Today we are discussing two critical skills: active listening and empathy.
You are the key ingredient in turning upset customers into lifetime customers. Who you are, what you do, why you do it, and how you do it matters. It’s about you and how you handle it.
Who is a more loyal customer?
A) A customer that never has a problem.
B) An unhappy customer with a problem that is handled correctly.
The correct answer is B.
See, it is about you and how you handle the situation.
Tip: Even if you can prove a customer wrong, DO NOT. And, DO NOT fire back at them.
This brings us to 2 of the keys to turning upset customers into Excited, Loyal, Lifetime Customers.
The first is Active Listening. The second is showing Empathy.
Be quiet and let your customer talk. Make eye contact and maintain good body language. If needed, let them vent. Let your buyer finish their sentences.
Empathy says: I hear you. I understand you. I know how frustrating it is. And I’m sorry.
You then move forward and develop a game plan to correct the situation.
When you handle upset, frustrated customers with excellence, you create Excited, Loyal, Lifetime Customers.
For deep dives into active listening and empathy, go to the training in the Excellence Roadmap.
Sales is about integrity, curiosity, and creativity.
Creativity – Seeing beyond that little picture in front of you and trying to think
outside the box to come up with a solution that works.
Creativity is problem solving.
You have many different options to solve your customer’s situation and help them find a car. Selling is not what the world thinks it is…
You have a better way of doing things, of serving your guests with excellence.
How can you creatively find a way to move your buyer to the next step of the Sales Process, find a car they love, and feel comfortable saying “yes” today?
How do you turn an upset, frustrated customer into
an Excited, Loyal, Lifetime Customer?
Today, we’re continuing our four-part series designed to teach you how to do just that. Understanding your buyers & their frustrations and the importance of getting your thinking right are the first two things you must do.
Customers are usually frustrated for 3 reasons:
Understanding your customer and learning why they are frustrated is crucial. (For additional training on this topic, review the Understanding Goals section in the Excellence Roadmap.)
To understand your frustrated buyer know:
Don’t become offended. This is an opportunity to turn your upset buyer into an Excited, Loyal, Lifetime Customer.
What else do we know about frustrated customers?
Most people are good. Most people are reasonable.
Most people, in their heart of hearts, are good people.
We need to see through buyer’s frustrations into the heart of the person. This is where your thinking comes in to play. How you think about your buyers (independent of how they act), determines how you see your buyers.
If you think right, your actions & reactions will be right.
When your thinking is right about your buyer, you will understand why they are using non-truths, why they are disproportionately angry about the situation. You will understand they just want to be heard and to be helped.
(For additional training on hearing and understanding your buyer, review the Active Listening section in the Excellence Roadmap.)
Helping your customer requires you helping them feel comfortable going forward with the Sales Process. Understanding your customer is a critical to helping them feel comfprtable.