Be a Good Car Salesman
Posted in HR advices

HR Advices

  • Making the Customer Feel Welcomed

Greet the customer with enthusiasm. When a customer enters your dealership, approach them with confidence, warmth and kindness. First impression is so important and the customer needs to feel like you are being authentic with them. Meet the customer in a way that doesn’t feel overwhelming or overbearing, but in a way that shows you are there to help.

The upfront approach — walk to the customers, greet them with a firm handshake and smile, and begin asking questions about what kind of car they are looking for.

The hands off approach — walk up to a potential customer, shake hands firmly and offer a quick greeting. Then, hand them your business card and say “Hi my name is X, here are my contact details. My desk is over there, so take a look around and when you’ve found something you like or have questions come over and I can assist you. Also, if another salesperson approaches you, inform them I am assisting you.” (The problem with this approach is your customer won’t likely feel any attachment to you, and so they may move on to someone else or leave the dealership with no information gained.)

  • Create small talk

Although this can be frustrating for some customers who just want to “get in and get out,” striking up a conversation with customers can help build rapport and help them feel more comfortable trusting you as their salesman.

• One of the biggest influences in building your customers’ trust is showing them that you’re not just interested in selling them a car. Show them that you want to build a relationship with them.

• Ask them about their family, job, interests, etc. Find something in common with them and build trust through that connection.

• People love talking about themselves, and they feel respected when they have a chance to be heard. Be so likable that your customers refer you to their friends and family.

  • Exhibit positive body language

• When talking to customers, make eye contact with them so they know that you are really interested in what they have to say. Using body language that is friendly and welcoming will also make your customer feel more at ease.

• Be authentic. Don’t just put on a happy face to make a sale. Actually care about your customers’ needs and sympathize with them. Customers will likely be able to tell if you dislike the part of your job that involves interacting with customers, or if you’re trying to speed them through “meet and greet” so you can start showing them cars. Be patient and don’t force any decision on your customer.

  • Ask good questions

After you greet customers, make sure you give them the opportunity to share what they are looking for, or to share that they aren’t sure what they want and so they just need time to look around.

• Refrain from “yes” or ” no” or broad questions if you don’t want your customer to easily walk away. By asking “Can I help you today?” or “How can I help you today?” a customer can easily respond with “I’m just looking, thanks” and then you’ve likely lost your chance at selling a car.[1]

• Try asking more directed questions like “Are you looking for a sedan or SUV today?” or “what type of vehicle can I help you find today?” Customers may still be disinterested in your help, but you have a lot better chance of keeping their attention and it will be much less awkward if you follow them around the showroom. This also allows customers to share their thoughts on the type of car they are looking for and allows you to match the needs of your customer with one of your vehicles.

  • Find out the particulars

• After you’ve figured out what type of car your customers are looking for, narrow down the search by asking them specifics about their budget, the space they require, any special features they may want.

• Part of your job may be to sell them those extra features like the navigation system, heated and cooled seats, blind spot detection, extended warranty plan, etc. Selling these extra features to your customers will be much easier if you learn what they need and what they want.

  • Discuss pricing and budgets

• As you begin looking at new cars, ask customers what they are hoping to spend. You want to offer your customer the best deal while also making sure you can get the most out of the sale as well.

• Ask customers what their desired monthly payment is, and work on lowering the monthly payment for your customer while extending the loan period.

• Some customers will come in and refuse to talk monthly payments. They may only want to talk about the total price of the car. In that case, if you are unable to lower the price of the car in order to complete the sale, offer them extra features such as 12 months road tax at no extra cost or other features that you can add that will make the price seem more fair for the customer but won’t cost you much.

  • Take your customer for a test drive in a new car

Tests drives are crucial for a sale, because customers need to feel comfortable in the vehicle they buy.

As you sit in the passenger seat, ask customers how they like certain aspects of the car and if the car feels different from their previous vehicle. Ask them if there are things they don’t like about the functionality or feel of the car and then use those comments to find another car more fit for them.

If your customers seem pleased with the car, ask them “Is this the car for you?” and if the answer is yes, go on to seal the deal! If your customer still isn’t sure, try suggesting other cars you think would be a good fit.

Manager’s Office

HR & Training Dept

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