We see the same misconceptions from customers, over and over. There are SO many, but these are the four most common:
Here's what happens if we fail to break these down:
You are a consultative guide, to help the customer through the process of making a large purchase decision. But the customer doesn't know that when they first meet you.
Your vehicles are reconditioned well and priced to the market. You have no room to move even if you wanted to. But the customer doesn't believe that when you try to explain it to them.
Your used cars move so fast that somebody else WILL buy it after your customer leaves. But your customer doesn't get that until it's too late.
The products and services offered by your finance department are a necessary and valuable piece of the purchase. You really can help them get the best interest rates and streamline their purchase process. But your customer doesn't trust you enough to let you try.
So much of what we do as salespeople is based on the need to break down misconceptions in order to have meaningful and productive conversations. Conversations that could result in a sale.
You let those barriers stay in place, they're not buying from you. Even if you really do have the best deal.
It SHOULD be easier than this. But unfortunately, after decades of mistrust, this is what we're left with.
Learn the flow, learn the transitions, and your're a third of the way there.
Now just master the Psychology of the Decision, and make sure you know the Nuts and Bolts.
Till then, you'll struggle along, frustrated, blaming your customers for "not getting it."
Benjamin Dykstra - Sales Educator, team learning facilitator, on a mission to improve the lives of salespeople and change the public perception of automotive retail.