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.
The complacency of fools will destroy them. Solomon said this over 3,000 years ago. It’s still true today.
What is complacency?
Why will it destroy you?
A complacent person is someone who does not examine themselves. They get up, go through the motions, and do it again and again.
Complacency happens very easily. It happens during times of comfort. Complacency can turn into apathy. Apathy says “I don’t care“. Both of these lead to entitlement – the belief that one is deserving of privilege or special treatment.
You, we all, want to live lives of excellence. We want to have the joy, peace, and satisfaction that comes with pursuing our best selves.
How do you avoid complacency? You do this through self-examination. Ask yourself:
– What am I doing?
– How am I doing it?
– How am I affecting the people around me?
When you self-examine and adjust to become better today than you were yesterday, you start taking personal responsibility for your life. Personal responsibility is the antidote to complacency.
5 Key Areas of Personal Responsibility:
Part of presenting your deal sheet with excellence is including the phrase “Taxes and fees, of course“.
You remember this – it’s part of your Excellence Roadmap training.
It’s part of the Agree Step.
There is a positive psychological impact to including this phrase as a casual, natural part of your deal sheet presentation. It subconsciously signals to your buyer this is a normal, everyday occurrence. Everyone pays taxes. It’s something we all do. It allows your buyer’s subconscious mind to say “yes”.
Too often, sales consultants present taxes and fees as a negative, as optional, as something that can be negotiated. This creates an objection to the taxes and fees in your buyer’s mind. Remember, when you expect a fight, you’re going to get one.
Tips for presenting your deal sheet:
Presenting your deal sheet with excellence is so much more than just a presentation. It’s a way to get your buyers to focus on the car, to focus on the excitement of getting the car, to focus on the joy of the purchase.
Professionals prepare to win everyday!
Your thinking, you attitude, your point of view determines the quality of your life.
Thinking is one of the principles, one of the natural laws, that governs your life.
Be careful what you think. How you think determines how you act.
Your actions determine your results.
It’s even deeper than that. Your thinking determines your actions.
Your actions repeated become your habits.
Your thinking is very important. Where does it come from?
It comes from your life experience, your environment, your education.
Is my thinking the best it can be?
Is my thinking what I want it to be?
Is my thinking the right thinking that will help me reach my full potential?
How can I get my thinking right to achieve my goals and dreams?
Here are some tips:
Take time daily to decide what your thinking is going to be. Pursue knowledge daily.
It’s the pursuit of excellence, the pursuit of your best self, that creates the joy, peace, and satisfaction you are looking for.
Remember, as you think in your heart, so you are.
What’s in your heart?
How many of you have heard from your buyers…
“That’s outside of our budget” or “Our budget is…“?
I’m willing to bet 100% of you have.
That is a lie!
How do I know this? Less than 10% of buyers have a budget. If “budget” were true, your buyer would be willing to get less car to fit their budget. But that is not what they are trying to do. Your buyer is using the word “budget” to try to get more car for less money. I get it. We all do it.
As a sales consultant, you need to understand two very important facts about
buyers when they talk about budgets:
When you understand these two facts and when you work with excellence, you can make your buyer feel comfortable purchasing the car they want to buy and paying what it takes. (For additional training on getting your customers committed to buying the car from you with your first set of numbers, watch the Agree Step training in your Excellence Roadmap.)
You know your buyer will never want to pay what it takes to buy what they want to buy. Here are a few tips to use when your buyer says “budget”:
Remember, when your buyer brings up budget, it’s just another way to say…
“I don’t want to pay too much.”
“This is more than I really want to spend.”
“Show me this is a great deal, and I’ll take it.”
“Prove to me this is a great deal, and I’ll take it.”
Understand your buyer’s 3 prices and 3 fears. Focus on showing value. Use empathy (and the market). Get a today commitment before presenting numbers.