Auto Sales Training Brief – Discussing Numbers On The Lot
With the economy getting better (sorry Toyota), it appears customers are still the same. They still just want a good deal! Who would blame them? We would too if the roles were reversed. In fact, you could say it’s the most natural part of every day in the dealership.
If it’s expected and a “natural” occurrence, why then do salespeople get all messed up when an aggressive customer asks about price, invoice, rate, trade-in values, down payment and monthly payments??
Perhaps it is that we all know if these questions are answered with a “number”, then it is very possible the number given may be too high. However, if we ask what “number” they have in mind, we look like the same sleazy salesperson that caused them to walk out of the last dealership they visited, plus we have now mentally locked them in and only a very long negotiation process might be successful. I said “might”. It would have to depend on how you define the word “successful”.
The absolute path of least resistance would seem to be to just hash out the numbers, right there on the lot. If you haven’t already tried this, you’ll just have to take my word for it… Most people won’t believe those numbers are your best, and you’ll lose in this case too. Fender trading has never worked.
So that’s why the most common and natural thing for a customer to do on a lot gets so many salespeople crossed-up. It seems to many professionals like a “no win” situation, so they just wing it.
There is no one answer that will help in every situation, but something that I’ve found helps me in most situations is to have some empathy. It helps my attitude to understand why the customer would ask me about numbers, even if they don’t really think the numbers given on the lot are the best deal.
That customer wants the same thing I would… To feel like they might just get a good deal, and to make sure he/she isn’t dealing with an idiot! Since whipping-out an invoice won’t help me with either of those challenges, I simply say: “Sounds to me like you wanna buy a car!”, then I shut up. That relaxed and immediate trial close and the commitments to follow have NEVER let me down! Certainly not every time, but most times, it allows me to properly sell the right car to my new customers because I passed their test.
Ever spend about 20 minutes with a nice couple? You think things are moving along nicely, but out of nowhere, they ask for your business card and a brochure?? I’ll bet you a dozen donuts, for this Saturday’s sales meeting, that you failed their “test” when they first met you, and they immediately figured out they didn’t want to deal with you. For whatever reason, you didn’t make them feel they would get a great deal with you. It just took them 15 minutes to figure out a good exit point.
Don’t take my word for it, please visit the RobertNoell.com sales training website. If your dealership isn’t already a subscriber, click “Member Login”, then look for the FREE REGISTRATION links to begin a free trial. I challenge you to submit a RolePlay Recording in the Foundation section and we’ll get back to you with our feedback.
