In the realm of sales, there’s a compelling adage: “People love to buy but hate to be sold.” This insight holds true across many business sectors, including automotive. Despite this understanding, why hasn't the automotive sector fully embraced this principle? The best way to sell more cars and finance products might be to stop selling altogether.
Intuitive or Counterintuitive?
While this notion may seem counterintuitive, the underlying logic is sound. The approach involves providing consumers with honest, transparent answers to their questions, highlighting new or particularly important features, and refraining from expressing unsolicited opinions. When consumers seek an opinion, they want an alternative perspective. However, unsolicited opinions from a salesperson can trigger a skeptical response: “They’re just saying that to sell me something.”
On Their Own Terms
Consumers crave, and today demand, the ability to make purchases without feeling hassled. The success of Amazon and other online retailers stems from their ability to let people shop on their own terms, at their own pace. Many dealerships, however, still operate with a “get them in the door no matter what” mentality, particularly within their staff and Business Development Centers (BDC). This outdated approach often drives potential customers to seek out other dealerships.
Instead, dealerships should focus on understanding what the customer is looking for.
- Gather information on their preferences and needs.
- Then send a personalized video walkaround of the vehicle they’re interested in.
- Offer to bring the car to them for a test drive, unless they’re located too far away.
- Finalize the transaction in person.
This method respects the consumer’s time and decision-making process, ultimately leading to higher sales and customer satisfaction.
The key to selling more vehicles and finance products is straightforward: give people what they want. This doesn’t mean bombarding them with sales pitches and pressure. Instead, it means providing the necessary information, being available for questions, and facilitating a smooth and enjoyable buying experience.
Leveraging Technology for Better Results
In today’s digital age, consumers have become accustomed to the convenience and autonomy offered by online shopping. They value the ability to research, compare, and purchase products without external pressure. The automotive sector has begun to tap into this preference by shifting from a traditional sales approach to one that emphasizes communication and transparency.
Dealerships should leverage technology to enhance the customer experience. For instance, virtual walkarounds, personalized video messages, and remote test drive offers can create a seamless and engaging process. By adopting these strategies, dealerships can build trust and rapport with customers, positioning themselves as helpful advisors rather than pushy salespeople.
Moreover, training sales staff to prioritize communication, including communication over digital channels, over sales tactics is crucial. Encourage them to listen actively to customers’ needs and preferences, provide honest answers, and avoid the hard-sell approach. This shift in mindset can transform the customer experience, making it more positive and conducive to closing deals.
In conclusion, if you want to sell more cars and finance products, learn to stop selling and start communicating. By embracing honesty, transparency, and customer-centric strategies, the automotive sector can significantly improve sales performance and customer satisfaction.
It’s time to move away from outdated sales tactics and towards a more modern, consumer-friendly approach that truly gives people what they want.
Learn more about the advantages of this type of sales approach by contacting Tim Allen through email at tallen@ezvds.com or by connecting with him on LinkedIn.
