Automotive Sales Training

Sunday, August 5, 2012
In automotive sales training, lectures about relationship building and how vital it is to the life of a successful car dealership abound. But how many salespeople actually remember or apply what they've learned? Over and over again, it's been proven that the level of understanding and application of relationship building basics will separate the successful salespeople from those who are just okay at what they do.

Most successful salespeople don't reinvent the wheel. Instead, they study the examples of others who were successful, and simply duplicate their techniques. This saves time and allows them to move toward their goal.

Are you ready to transform your sales from mediocre to magnificent by using relationship-building techniques? Here are a few ideas to get you started.

You don't have to sacrifice the customer's benefit to make a sale. For example, listening is the basic building block of any long-lasting and profitable relationship. If a customer doesn't think you are listening, they will be less likely to want to spend time with you, and less likely to buy from you as a result. You have to show the customer that you understand what an emotional decision they're making and earn their trust over time.

Be proud of what you do. Take advantage of every opportunity to show the customer how much you know about the industry and its products. Present yourself not so much as someone who wants the sale, but as an expert in your field; someone the customer can feel comfortable coming to at any time.

Once you've built a relationship, it's time to complete the 5 steps that will move you closer to achieving the sale, also known as the AIDA principle:

1. You must somehow get the prospectivecustomer's attention

2. You must pique the prospective customer's interest by showing the product in an appealing light

3. You must create a desire in the prospective customer's mind for the product

4. You must back up the positive points of the product with some form of evidence

5. You must inspire the prospective customer to take action and buy the product

Even if your techniques haven't worked immediately, you will have planted a seed that the customer will find difficult to ignore. But don't let it germinate for too long! Keep in regular contact with the customer, making yourself completely accessible via cell phone, email, or the dealership. Encourage them to make an appointment with you. Not doing so could send them right into the arms of your competitor.

Before the appointment, you should do your homework and be ready to address the customer's needs. Allow them to communicate, and never ever rush a sale. Instead, ask questions that will help you to serve them better. Uncover their motivations for wanting a better car. If time or money is the issue, reschedule the appointment. This will ensure that they don't feel pressured into buying something right away, and will give you time to think about how you're going to close the sale.

No matter what else happens, you have to make 100% sure that your customer understands absolutely every single benefit of the vehicle you are trying to sell them. This may be a given for many salespeople, but you'd be surprised at how many more actually miss it!

If you make a promise to the customer, keep it. Following through is vital, and will go a long way to showing them you care. Don't assume that a customer will get over it if you don't call or give them a heads-up about something; they won't. When your customer is ready, go with your gut; by now, you should be comfortable enough with your customer to know how they would best respond to any given closing technique.

Finally, if a problem arises, opt for explaining to the customer why the problem has occurred rather than giving them an excuse as to why you can't meet their needs. This way, you'll help the customer to understand more about the problem, which may reduce some of their frustration.

Following these basics of relationship building can help to ensure you are getting the most from your automotive sales training, and that your customers are getting the most from you.