Car sales training focused on giving an attention grabbing sales presentation that ends the sale at an subconscious level.
Many car sales guys hit the purchaser with feature after feature. How boring. Is the customer going to buy a car as a result of technical feature? How many of your customer’s can even identify engine parts, or worry about the technical features? They’re going to buy that car from you because you have shown them what the vehicle will do for them. You have presented the benefits of the vehicle, that match their wants, needs, and deep desires auto verkopen.
You know all the features of your cars. You want to exhibit your great knowledge in order to build credibility with your customer. But if you lose their attention you will not cause them to that magic buying state. To move them to an emotional place where they are ready to buy you must know what they want, and give it to them in a manner that fits into their view of the world.
They don’t want a car
They want what the vehicle will do for them. For some it will be a gleaming fashion accessory to attract stalwarts, and a audio system that is more important than the safety features. For others the vehicle is a necessary tool, or a reliable means of transport. The purchaser that cranks in the miles enjoying their amusement might find a car from a different viewpoint than the daily commuter. The caring parent wants a safe path for the household to visit, and will benefit from in-car entertainment. While the rebelling student might want a unique statement on wheels that says who they are.
How are you going to meet that many needs, wants, and desires, with technical features about a machine made of plastic and steel? The answer is, you are not. The features of the vehicle are merely ways of demonstrating how the car provides the buyer the benefits. You have to relate those features and show how they will make real the pictures and feelings they have about the car they’re going to buy.
Never assume to know what they want
The above examples are merely possible buyer needs. Use your skills as a sales agent to learn your patron’s real needs. An important car sales training point is, the purchaser may not be conscious of their real desires. Will that middle age man really admit to himself why he wants the fancy car? He will tell you it’s because he always wanted one, and only now can he afford it. The customer that lets you know they are concerned about the surroundings may really are more focused on the cost of fuel. How many 4 X 4 off road owners ever drive over anything regarding green speed control hump? Even with technical evidence that the gas guzzling 4 X 4 is not a safer vehicle to drive, many buyers still give safety as a reason why they drive one.
Great auto sales training is about matching features of the vehicle to the benefits the purchaser would really love. The purchaser wants to achieve an emotional feeling from their purchase. To understand those feelings, and identify how they will achieve them, the purchaser makes internal pictures and holds internal debate. You find the surface needs, wants, and desires of the buyer, at the questioning stage of the sales process. But there are car sales techniques that help you get the deeper emotional triggers, and extremely few sales guys become competent at using them.
Find the patron’s real desires
What the purchaser lets you know they want may be only what they are willing to tell you, and are not their real desires. Under the surface communication will be deeper wants the customer has. For example, consider the business manager that wants a car that will project their high status to their staff. On top they may give you many reasons why they want a certain class of car. Reliability, image to customers, able to afford it, and many other reasons specific to them. The deeper reasons, which they are consciously aware, could be that they want others to be jealous, in order to promote their own position. It could even be that they want to exhibit their wealth. It is unlikely that they’re going to tell you this when you ask them what they want from a new vehicle. At a good deeper level there will be emotional benefits the purchaser wants that are not fully in their conscious awareness. There will be benefits they want, their innermost desires, that they don’t want to admit to themselves.
Back to the business manager that lets you know they want a car that’s reliable, looks befitting visiting customers, and is in their budget. They are not hinting about how they want to display their wealth and position to others at work. If we go even deeper into their wants needs and desires, we could find other benefits that will close the vehicle sale at an almost subconscious level. What if you felt the business manager was actually very inferior about their position. That the image they want the vehicle to project was to build barriers with their staff. By asking about previous cars they have owned you feel they have come from a dramatically reduced income background. You read from their spoken, and non-verbal, communication that they must be constantly demonstrating themselves to others. Displaying images of their wealth and position to overcome their insecurities.
Take a new look at your car sales training
Now imagine the sales presentation you could give if you had that sort of knowledge about them. Take a new look at your car sales training. Yes, you’ll want an expert knowledge about the technical details of the vehicles you sell. But you also need to know what questions to ask them, and how to see the deeper numbers of meaning in their answers. What you are really looking for is their view of the world, their map of reality. Then you can show them how your car will fit into that view.
Let me give you a starting point. Why you may not drive the vehicle that you already have got? Be honest with yourself. Look for some deeper thoughts and turn into more self aware. Then study family, friends and fellow workers. Talk to them, look for disparity. You’re a sales agent, you can read people. The facts as to what the vehicle does for them that lights up their face? Watch for the topics that leave them bored, or bring out the negative signs.