Client Misconceptions

We see the same misconceptions from customers, over and over. There are SO many, but these are the four most common:

• The salesperson is going to be shady and should be avoided at all costs until absolutely necessary.
• Never pay the asking price.
• Always think it over (take one more look around for a better deal).
• Don't trust the finance department. Double check everything. 

Here's what happens if we fail to break these down:

• The sales process feels adversarial rather collaborative. The customer's negative opinion is a self-fulfilling prophesy. 
• The customer walks away from a fair deal on a vehicle they love. Even if they complete the purchase, the customer is unhappy and feels like they left money on the table. 
• The customer walks away from a fair deal on a vehicle they love. They come across something shiny and buy that instead. Or, they decide to come back, but someone else already bought the vehicle they want. Now you're the one that "sold it our from underneath me." 
• The customer makes an extra trip to the bank, and ends up not purchasing the protection they would have wanted. 

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."