How to Sell a Car at a Dealership
Car salesmen are often stereotyped as shady, high-pressure characters, but most consumers don't like a rude, pushy sales pitch. By following these steps, you'll show respect for the customer while still steering him toward a purchase. This should translate to more car sales.
Other People Are Reading
Instructions
-
-
1
Immediately build a rapport with your customer. When you approach, be friendly and upbeat. Look for common ground to make the customer feel at ease. For example, you might notice that he is wearing a shirt supporting a certain sports team, which gives you a handy topic of discussion. Just make it something that the customer is likely to agree with you about.
-
2
Probe gently to get an idea of the type of car the customer is looking for and her approximate price range. Many customers will say they are "just looking" in order to stave off a high-pressure sales pitch. Acknowledge this, then ask your questions. You can say something like, "I understand that you're just browsing right now. What kind of cars were you planning to look at? Something for the family? Something fun?" This will allow you to direct the customer to the right type of vehicles to pique further interest.
-
-
3
Ask about the features that are most important to the customer. As a salesperson, it's tempting to sell the kind of car that you want to sell. Usually, that's a higher-priced vehicle that carries a higher commission, or a car that you might receive a bonus for selling. If that vehicle doesn't fit the customer's needs and you push it anyway, you can destroy your rapport and turn him off. It's better to sell a lower-priced car that meets the customer's needs than to run him off by pushing an expensive, loaded vehicle that he doesn't really want.
-
4
Get the customer into the car for a test drive. This is one of the most important selling tools. Everyone loves the smell and feel of a new car, and once a customer gets inside and actually drives the vehicle, she will start to feel a sense of ownership. If she is reluctant to take a drive, remind her, "It's free, and there is no obligation. At the very worst, you'll have a little fun driving a brand new car."
-
5
Assume that the sale is made. Once you've shown the customer appropriate vehicles and have gone on a test drive, ask, "So which of these cars shall we talk about in terms of price?" This assumes that the customer does want one and is ready to get down to the details. If he says, "I'm not ready to buy," probe for the reason so you can offset it. For example, if he says, "I know it would be too expensive," counter with, "We have some good rebates and financing deals right now. Let's talk about how those can make it affordable for you."
-
6
If the customer leaves without buying, follow up a day or two later. Many salespeople make the mistake of believing that once a customer walks out of the dealership, the deal is lost. This is not always true, and it only takes a few minutes to make a quick follow-up call.
-
1
Tips & Warnings
As tempting as it may be to exaggerate the truth, don't tell falsehoods to your customer. Stick to facts, because if a customer catches you in an exaggeration or an outright lie, you will destroy your credibility. You will lose the sale, and the customer will most likely spread negative word-of-mouth.
