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.
Instincts that move your buyer forward in the Sales Process only come from preparation, practice, and training.
One of our biggest jobs is to prepare you to act and react instinctively and with excellence to the situations you encounter every day. This is why we teach you:
It’s your job to practice it, to do it day-to-day.
That is how you develop your instincts.
When you learn your craft and practice it over & over, then your actions and reactions become instinct. When your actions and reactions are instincts, you are now an expert sales professional.
We know buyers have three fears, and these fears drive most of their objections.
We know the buyer’s online process before they set foot on the lot and the information they have.
(For deeper dives into buyer’s three fears and their online shopping habits, review the training in the Excellence Roadmap.)
We know how to help buyers do what they want to do – drive home a car today.
When buyers say things differently, it’s your instincts that help you overcome that particular situation and have your buyer move to the next step in the Sales Process.
It’s simple. Take 15 minutes, every single day, to practice and prepare. Then when something comes up, your actions and reactions become instinct.
Professionals rely on their instincts.
Prepare and practice every day to keep your instincts sharp.
Frustration happens when expectations aren’t met.
How do you turn upset customers into
Excited, Loyal, Lifetime Customers?
Sometimes, people come in with an attitude. Buyers come in angry, frustrated, and upset. How we handle these people determine if they become Excited, Loyal, Lifetime Customers, or not.
How do you treat someone with love and respect when they don’t treat you that way? Today’s first video looks at why customers become upset.
Why customers are upset:
Sometimes when we perceive customers to be frustrated, it is because they communicate poorly, and we don’t really understand what the buyer is trying to say.
To move a person from being an upset customer to becoming an Excited, Loyal, Lifetime Customer, you have to truly understand them.
Often, upset customers speak in half-truths. It might not be that they are intentionally lying. It could be that their recall isn’t perfect. Don’t take this half-truth head on. Don’t repeat it. Take the time to understand what your buyer is really saying and who they are.
Next week, as we continue our series on understanding upset customers, we’ll cover understanding your frustrated buyer and the importance of getting your thinking right.
“How many calls (or texts or emails) should I make every day?”
I get this question all of the time. But this is not the best question to ask.
Here’s the key:
Don’t think about how many calls you need to make.
Think about why you are making the calls.
What are the results you want to achieve? If your goal is to schedule one future appointment each day (and this should be your minimum goal), then the answer to the question of “how many calls should I make” is however many it takes.
If you schedule one future appointment a day, you
will sell 5 – 12 more cars
Think about what that
will do for your paycheck.
This shift in your thinking is the difference in being task-oriented or results-oriented.
The task is the call. The result is why you are making the call. So, why are you making the call?
Are you making the call to check off an item on your to-do list? Because someone, somewhere told you to make X number of calls a day? If you remain focused on the task, you will never achieve the result.
If your goal is focused on the result, if your goal is to set one future appointment a day, you will schedule 22 appointments a month. This will result in selling 5-12 more cars each month.
So, don’t think about how many calls you need to make.
Think about why you are making the calls.
Every day seek to hit your desired result.
Do whatever it takes to get it done.
The path to excellence in all areas of your life is rooted in 6 timeless, proven principles. You have to make the decision to be excellent. It isn’t going to just happen to you.
What is excellence?
Be at your best more than you used to be. Everybody reaches. Everybody fails.
To be on the path to excellence, you keep trying.
Walking your buyers through the Sales Process creates relationship and trust and lets buyers know what to expect.
Creating vision for the buying process lets you:
When you create vision for the buying process, when you walk your buyer through the Sales Process, you let them know exactly what is going on and what to expect.
How do you do this, daily, with all of your customers?
It’s simple. Use the Sales Process in the Excellence Roadmap. Pay close attention to the word tracks. Learn them. Personalize them. This vision process is woven throughout your training.
Don’t be afraid to lay out for your buyer what’s next, what to expect. Remove their fears by telling them what you’re going to do. You can do this step-by-step or in its entirety.