Car sales training focused on giving an attention grabbing sales presentation that closes the sale at an unconscious level.
Many car sales guys hit the consumer with feature after feature. How boring. Is the customer going to buy a car because of a technical feature? How many of your shopper’s can even identify engine parts, or cherish the technical features? They are going to buy that car from you because you have shown them what your vehicle will do for them. You have presented the benefits of your vehicle, that match their wants, needs, and deep desires.
You know all the features of your cars. You want to express your great knowledge in order to build credibility with your customer. But if you lose their attention you will not get them to that magic buying state auto verkopen online geen gedoe. To move your prospects 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 your vehicle will do for them. For some it will be a gleaming fashion accessory to attract admirers, and a audio system that is more important than the safety features. For others your vehicle is a necessary tool, or a reliable means of transport. The consumer that cranks in the miles enjoying their amusement will discover a car from a different viewpoint than the daily commuter. The caring parent wants a safe path for the family unit going, and will benefit from in-car entertainment. While the rebelling student might wish a unique statement on wheels that says who they are.
How are you going to meet that large numbers of needs, wants, and desires, with technical features about a machine made of plastic and steel? The answer is, you’re not. The features of your vehicle are only ways of proving how the car provides each 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 are going to buy.
Never assume to know what they want
The above examples are only 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 consumer may not be conscious of their real desires. Will that middle age man really admit to himself why he wants the racecar? He will tell you it’s because he always wanted one, and only now can he afford it. The customer that says to you they are concerned about the environment may really be a little more worried about 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 vehicle sales training is about matching features of your vehicle to the benefits the consumer is hoping for. The consumer wants to achieve an emotional feeling from their purchase. To understand those feelings, and identify how they will achieve them, the consumer 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 very few sales guys become competent at using them.
Find the patron’s real desires
What the consumer says to you they want may be only what they are willing to tell you, and are not their real desires. Beneath 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 the surface 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, so they can promote their own position. It could even be that they want to express 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 an excellent deeper level there will be emotional benefits the consumer wants that are not fully for their conscious awareness. There will be benefits they want, their innermost desires, that they can’t want to admit to themselves.
Back to the business manager that says to you they want a car that’s reliable, looks appropriate for visiting customers, and is for their budget. They are not fore warning you 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 your vehicle sale at an almost unconscious level. What if you felt the business manager became very insecure about their position. That the image they want your 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 more affordable income background. You read from their spoken, and non-verbal, communication that they must be constantly proving 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 your prospects. Take a new look at your car sales training. Yes, you need to have an expert knowledge about the technical details of the vehicles you sell. But you also need to know what questions to ask your prospects, and how to read the deeper levels 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 your vehicle that you surely have? Be honest with yourself. Look for some deeper thoughts and become more self aware. Then study family, friends and colleagues. Talk to them, look for inconsistencies. You’re a sales agent, you can read people. Determining baby gender as to what your vehicle does for them that lights up their face? Watch for the topics that leave them bored, or bring out the negative signs.