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.
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.
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.
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?
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.
“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.
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.
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.
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.
Don’t run away from problems, run toward them.
Running toward problems lets your customers know you have their back. It tells your buyers, “My service to you begins when you leave with your car“.
Problems will find you. The longer the problem festers, the bigger it gets and the more difficult it is to overcome.
As soon as you have a problem with a customer, go to your manager and immediately game plan a way to resolve the issue. Talk about solutions you can
offer your buyers.
When you do this, you create:
Excited, Loyal, Lifetime Customers, additional sales, higher gross, and more goodwill.
People who go home with a car, have a problem, and the problem is handled well, are more loyal and more likely to buy from you again than people who never have a problem.
Running toward a problem is always better than running away from it.
Do the right thing.