Being a car salesperson is a challenging job. While some folks are intuitively wired to sell new or used vehicles to virtually anyone, others have to work on it. If you're in the latter group, read on; being a great car salesperson can be taught!
Learn about the Cars You are Selling
New or used, it's critical to know everything there is to know about the cars you're selling. This means learning about each model's features, options, and specifications. You should also be familiar with the competition and how your cars compare to them. Be ready to answer customer questions, demonstrate the car's features, and make recommendations based on their needs. You should be able to compare the benefits of different vehicles.
Build Trust with the Customer
You already know the stereotype of the eager car salesperson. Don't be one. Build a good rapport with your customers. This means getting to know them, listening to their needs, and making them feel comfortable. Be friendly, smile, and use their name. When customers feel that you care about their needs, they're more likely to trust and buy from you. Most importantly: be honest. Quote prices and features accurately at all times.
Practice Active Listening Skills to Communicate Well
Active listening to your customers is crucial. It means hearing to learn, not to respond. Understanding their needs, budget, and what they're looking for in a car is vital. Tailor your communication style to the customer's unique needs. Ask questions, and meet the customer at their point of need. You won't be talking over their head and should be able to overcome any customer's objections.
Be Persistent and Resilient
Car sales can be challenging, and you'll face rejection and objections regularly. However, be persistent and resilient. If a customer says no, don't give up. Identify and address customer objections, negotiate effectively, and confidently close the sale. A car salesperson who comes across as the customer's ally in problem-solving closes more sales.
Excellent Customer Before, During, and After the Sale
The idea that you need to deliver exceptional customer service before and throughout the entire sales process makes sense. But it doesn't stop there. What sets apart a great car salesperson from a good one is the ability to build relationships. Following up with the customer after the sale shows that you care about their experience and are interested in their satisfaction. Ask the customer how they're enjoying the car. If there are problems or questions, handle them immediately. You'll build a relationship, boost the customer's loyalty to the brand and dealerships, and generate repeat business.
Technology is Your Friend
What do you know about customer relationship management (CRM) software? If it's so little that it would fit on a small post-It note, it's time to learn. These software packages let you manage leads and customers. You can keep track of needs and preferences, making it easier to recommend the right car every time they visit the dealership. Also, it gives you an in to communicate on social media with potential customers to promote the dealership's specials and events. Most importantly, it lets you refresh your memory before an appointment with an existing customer, so you know their pain points from the last time around.
Being a great car salesperson is something you can learn. While it helps to be naturally friendly, inquisitive, and engaging, these are all qualities you can learn – if you're willing to put in the time and effort. Examples of practice exercises include one-on-one sessions with a mentor to play through scenarios in recognizing needs or overcoming objections.
Remember, car sales is all about building trust with the customer. The vehicles sell themselves on their own merit. Contact us today, and we'll show you what this looks like!
