What is the difference between a clerk and a closer?
One of the key differences is how you respond to your buyer’s questions. You know all buyers have questions. Do you quickly answer the question being asked, or do you use the questions to create conversations with your buyer?
Clerks answer the question.
Closers use the question to create conversation. Once your buyer starts talking, starts telling you their story, you’ll find the ‘in’ to close the deal.
It happens on the lot every day.
Buyers ask: “Do you have…?“
Clerks respond: “Oh, we just sold it. No, we don’t have it. We wish we had it, but we’re short of inventory right now.“
Closers respond: “That’s awesome. I can totally help you with that. Come on. By the way, I’m (name). You are?“
(For additional training on asking good questions and creating conversations, refer to Sale One, Sell Yourself on the Excellence Roadmap.)
Don’t let buyer’s questions throw you into clerk mode. Use their questions to catapult you into closer, or consultant, mode.
When you seek first to understand your buyer…
When you ask questions designed to get your buyers
telling their story (family, work, & play)…
When you get your buyers talking about the lifestyle the car represents…
You are a closer.
Complete a closing EMI with every buyer. It saves time, for both managers and consultants, and makes you more money.
The EMI, Early Manager Introduction, is when a manager goes in right before you work numbers with your buyer. The few minutes a closing EMI takes saves you a ton of time in the long run. It is the opportunity for managers (who got their job because they are star closers) to help you cement your buyer’s commitment to buy the car. From you. Today.
Remember that slow is fast with people. When you slow down and work the proven Sales Process in the Excellence Roadmap, you will close more deals in a way that the buyer is more satisfied and makes you more money.
Today’s Sales Tip video talks more about how and why the closing EMI saves you all time and makes you all more money.
Every deal is similar. Every buyer fears buying the wrong car, paying too much, and being pressured or hassled. The Sales Process in the Excellence Roadmap is specifically designed to overcome your buyer’s fears.
Managers and consultants, make sure the closing EMI happens every time, with every buyer. It solidifies your buyer’s commitment and maximizes your deal.
The Ben Franklin close is a pro and con list.
If the pros outweigh the cons, do it.
For decades, sales consultants and managers have been using this type of close to help decrease buyer’s fears and help them feel comfortable buying the car today. It is a way to visually show your buyers that they are making a great decision, it’s the right car, and they will love it.
This close is a great way to communicate and consult with your buyers. If something is holding your buyer back, take them through the Ben Franklin close so they see that the pros outweigh the cons.
Review the ReSell ReAsk training in the Excellence Roadmap. It is a modified, principle-based Ben Franklin close.
Here is a bonus word track for you to use when your buyer says everything is great, but they just don’t want to make a decision today:
“I get it. I want you to feel comfortable. When you’re ready, I’m ready. But I know you love the car, and you know I’m going to take great care of you. Our service department and our dealership’s reputation is great. We’ve got your back. So, let me ask you this, what would be the downside of saying yes and getting this car today?”
If you ask your buyers for the con in this way, many times they will say there really isn’t a downside, and that may help them feel comfortable going forward.
Use this Ben Franklin close, whether in a physical format or in a modified
principle-based format, to sell more cars and make more money.
All buyers have four questions. Answer these questions and you will close more deals and make more money.
Buyer’s 4 Questions:
If you can help buyers answer these 4 questions, you will have a car deal.
Answering your buyer’s 4 questions starts during the Understanding Goals step in your Sales Process. The Sales Process in the Excellence Roadmap is intentionally designed to answer all 4 questions and help your buyer feel comfortable saying “yes” to buying the car from you today (which, by the way, is what they came to do).
Ask your buyers questions like:
“What got you interested in the (model)?”
“Tell me more about…”
Get buyers talking about how the car fits their lifestyle. This starts to answer the “why” question. As they tell you the story behind the “why”, you can also get your buyers to answer the “when” question.
“What made you decide now to trade/get that upgrade?”
Before your buyer even steps on your lot, they have spent 16-20 hours online researching and usually only go to 1.3 dealerships. You are already a finalist for the “where” to buy.
(For additional training on asking good questions and understanding your buyer’s goals, review Sale One, Sell Yourself in your Excellence Roadmap training.)
Before we close today’s Sales Tip, let’s talk a little bit about the buying feeding frenzy of this summer. The combination of low inventory and pent-up demand from the shut downs in March and April created a huge market explosion. Basically, the “when” question was answered by the market. When this feeding frenzy slows, you will now have to answer the “when” question again. Keep this in mind during the winter months.
How do you communicate with your managers?
Be aware and thoughtful of how you communicate with your managers.
It determines the response you get. It impacts your deal sheets, sales,
and how you feel about your career.
How did your managers get their jobs? By being an excellent, best-of-the-best sales consultant. They are powerful salespeople who can and will help you structure a great deal. They will help you succeed. They will help you develop your career.
When there’s a team effort, when managers and sales consultants support each other, that is when win-win deals are made.
Be thoughtful in how you approach your management team, especially when it comes to your buyers. It will enable you to work together to turn today’s buyers into Excited, Loyal, Lifetime Customers.
Technology can be a great addition to your Sales Process.
When I first started selling cars, my CRM was an index card. We’ve come a long way.
Today, your CRM can be an amazing tool.
However, like all tools, if it not used properly, it can be a barrier.
It can be a barrier to developing the relationship & trust you need to close
your deal today, maximize gross, and make your buyers feel comfortable.
Where do relationship and trust come from? They come from first seeking to understand your buyer (before trying to be understood).
You need to learn:
– What your buyer wants.
– Why they want it.
– Who they are.
– How the vehicle fits their life (family, work, & play).
The CRM scanner, when used appropriately saves you time.
When used inappropriately, it costs you relationship & trust.
Learn to use CRM scanners in a way that enhances the Excellence Roadmap steps you walk your buyers through every day.
When you negotiate, you have to have a plan – a process.
You know your buyer will say things like…
“I want more for my trade.“
“I can’t afford that payment.“
“I can get a better price somewhere else.“
Don’t fall for your buyer’s emotional response.
When you have a plan, when you have a proven process for negotiation,
you can respond with confidence.
Without a process, it is easy to respond with fear. You negotiate from the fear of losing the deal. It’s a natural response.
Use the 5 Steps of Negotiation & the 5 Steps of ReSell ReAsk training in your Excellence Roadmap. They both teach you to negotiate with process instead
of with fear.
– Higher closing %.
– Higher gross PVR.
– Higher commission checks.
– Higher customer satisfaction & CSI scores.
If you want to remove fear, the best way to do it is with confidence. Confidence comes from preparation – practicing your process until your actions and reactions become instinct.
That is the art and skill of a professional, master sales person.
Today’s Sales Tip is about a frequently forgotten key to
negotiating that costs you $1,000s of dollars a year.
So, what is this often forgotten key to negotiation?
Another way to say this:
Remind your buyer of discounts you’ve already given them
before talking about any additional concessions.
Typically, when you sit down with a buyer and present your deal sheet, they want to talk more money off, more discounts. Buyers often try to use your online,
pre-discounted price as their starting point for further discounts and concessions.
Do not do this.
The online selling price should be the selling price!
You should always go back and remind your buyer about what you have already given them. Remember, it is not just the discounts. It is everything already included in their deal (car washes, oil changes, warranties, gas mileage savings, etc.).
It is redirecting your buyer’s attention to the entire package. A deep dive into this topic is part of ReSell-ReAsk in your Excellence Roadmap training. This 5 part, quick, easy turnaround is designed to double your number of first pencil closes.
Buyers like to chip away at the selling price little by little.
Often sales consultants think “it’s not a big deal“.
Have you ever fallen into the trap of thinking
“It’s only $500 off. That’s not a lot.”
It’s precisely this thinking that costs you a lot of money.
Think about it…
$500 off costs you around $125 in commission.
Multiply that by your next 100 deals.
That “$500 is not a lot” has now cost you $12,500 in commission.
Before you discuss any other possible concessions,
always remind your buyers of what you have already given them.
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.
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.