Being a successful car salesperson requires more than just a desire to sell cars and make money.
When you're selling cars, you aren't just selling the vehicle that is getting your customers from Point A to Point B. You're selling them an extension of their lifestyle, a reflection of themselves. This might sound a bit too deep, but it's basic advertising philosophy at its core. We don't sell the thing, we sell the feeling and status they get from the thing.
Obviously, you also have to sell people on dependability and performance. But, customers envision themselves as the person they could be in their new car. Think about any car commercial; Ford puts forth the imagery of riding the countryside, using their truck for work. Mercedes shows sharply dressed corporate heroes driving their sleek vehicles through cityscapes and utilizing high-tech comfort features.
Sell the feeling!
Car Salespeople Aren't Just Selling Cars, They're Selling Experiences
With that being said, what does it take to be effective car sales professionals inside the showroom?
It requires a combination of product knowledge, effective sales techniques, and outstanding customer service. In today's competitive market, it's more important than ever to provide a truly memorable customer experience that will set you apart from the competition.
I mean, there are car dealerships on basically every corner, right?
A Good Car Salesperson Makes the Car Buying Process Easy
In this article, we'll cover some essential car sales tips for beginners, including understanding the customer, product knowledge, sales techniques, closing the sale, and follow-up and customer service.
Whether you're new to the industry or looking to improve your skills as a car salesman or car saleswoman, these tips will help you provide the best possible customer experience and achieve success in the auto sales industry. So let's get started!
Good salesmanship is a fundamental aspect of success in any industry.
Salespeople are tasked with generating revenue by persuading potential customers to buy products or services. In a car dealership, this means convincing customers to make a significant purchase that can have a significant impact on their finances.
A positive customer experience is essential to building customer loyalty, generating referrals, and ultimately, increasing sales. A positive experience can be the difference between a one-time sale and a repeat customer who becomes an advocate for your business.
We'll cover understanding the customer, product knowledge, sales techniques, closing the sale, and follow-up and customer service. By following these car salesman training tips, you'll be able to provide a positive customer experience that will help you achieve success in the car sales industry.
5 Car Sales Tips for Beginners (Or Car Salespeople Looking to Nail Fundamentals)
Understanding the Customer
Understanding the car buyer, and their unique lives, is critical to making a sale. While there may be some generalities among customers, their needs and wants differ from one another. The first step in understanding the customer is identifying their needs and wants. You can do this by asking open-ended questions and actively listening to their responses. In short: have an actual conversation with them and don't immediately try and push them into something.
Building rapport and establishing trust with the customer is another critical step in understanding the customer. People buy things from people they like. To build rapport, you can find common ground with the customer by discussing topics of mutual interest. To establish trust, be honest, and transparent in your interactions with the customer.
Understanding the customer's financial situation and budget is necessary to offer appropriate products and services, and your offerings will help show them that you are listening and being an active participant in this exchange. You can do this by asking questions about their income, expenses, and credit history. This information will allow you to recommend products and services that fit within their budget and meet their financial needs.
Comprehensive product knowledge is essential to making a sale. Potential customers expect salespeople to have in-depth knowledge of the products they're selling, including the features and benefits. To acquire this knowledge, you should research the products, take test drives, and attend training sessions offered by the dealership, manufacturer, or any other automotive retail specific workshops, like a Kain Automotive conference or Digital Dealer.
Understanding the competition, even other dealerships, and differentiating your product are key to standing out in a crowded market. Customers have many options when it comes to buying a car, and they'll often compare features and prices across different brands and models. By understanding your competition, you can highlight the unique features and benefits of your product and demonstrate how it stands out against a comparable car from a competing maker.
Staying up-to-date on new and upcoming products is vital to staying relevant and knowledgeable. The automotive industry is constantly evolving, with new models and features being introduced regularly. By staying informed, you can provide your customers with the latest information and help them make informed decisions. Keep up-to-date by attending industry events, subscribing to trade publications, and following industry news sources closely.
This is the meat-and-potatoes car sales tip!
Effective sales techniques involve guiding the customer through the sales process in a way that makes them feel comfortable, but still informed. This includes providing them with information about the vehicle they're interested in, highlighting their benefits, and addressing any concerns they may have.
Think of this less as a sales pitch and more like an equitable conversation where you are gently guiding the potential customer into their dream car, after you build rapport in a genuine way.
One effective technique is to demonstrate the product's features and benefits to the customer in a way that is relevant to their needs. This can help them see how the product can meet their specific requirements and make their lives easier.
For a good car salesperson, a sale can feel like a formality after they've had a genuine conversation and done a thorough needs analysis.
Another effective technique is to create a sense of urgency by highlighting limited availability, special offers, or the benefits of buying now rather than later.
Closing the Sale
Closing the sale is the ultimate goal of any salesperson (and your sales manager), and it's critical to do it effectively to maximize revenue and customer satisfaction.
One effective technique is to provide multiple options to the car buyer, each with different features and price points. This can help them find a product that meets their needs and fits within their budget.
Another effective technique is to ask for the sale directly. This can be done by asking the customer if they're ready to buy, offering to complete the purchase paperwork, or providing incentives for making the purchase now.
This is a little forward, but a potential buyer will sometimes come in knowing what they want, ready to discuss price and what a fair deal might look like, but they are ready to buy a car! You can scoop the sale if you're lucky to help that person first.
Follow-Up and Customer Service
Follow-up and customer service are critical to building customer loyalty and generating repeat business.
Following up with customers after the sale can help you build a relationship with them and address any concerns they may have. This can be done by sending follow-up emails, making phone calls, or inviting them to dealership events.
Providing excellent customer service is essential to building trust and loyalty. This includes responding to customer inquiries promptly, providing accurate information, and addressing any issues that arise in a timely and professional manner.
ActivEngage Helps Car Dealers Attract More Car Buyers
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