A sale has three parts that co-mingle:
1. Nuts and Bolts
2. Transitions and Flow
3. Psychology of the Decision
Your manager at the dealership (or another salesperson) can tell you how to do the nuts and bolts. This is like, how to get keys for people, how to scan a driver's license, how to use the CRM, how to fill out paperwork. You know, all the important stuff.
Good trainers can help you anticipate your transitions and maintain a flow during the sale. This is the stuff like: how to greet a customer so they actually want to talk to you, how to get customers inside so you can talk to them more easily, how to get customers to drive the car, how to get customers back inside to present a financial proposal, how to ask for the sale confidently, how to close naturally. This stuff is super important.
True educators recognize that understanding the psychology of the decision is really the heart of the sale. If you won the deal, you know exactly why. If you lost the deal, you know exactly why. YES, you can successfully make sales but simply knowing the nuts and bolts, and managing the flow and transitions. But to be a real pro, to feel in control of your own destiny, and to truly become the trusted expert for your clients, you need to understand the psychology of how the human brain formulates large purchase decisions.
At dealershiplife.org, this is where we start. The people at your store will give you the nuts and bolts. Some of the veterans will help you with transitions, and we'll give you some strategies to help out, but the core of what we do is help you understand your purpose as a sales consultant, which is to help guide others through the process of making large purchase decisions. Do do you that you need to know things about your customer's decision that they may not yet know. You need to bring up things they may not have thought about yet, and help them confidently through it. That's when you leave amateur sales behind you, and become a true professional, worthy of respect and highly valued for the service you provide.
Benjamin Dykstra - Sales Educator, team learning facilitator, on a mission to improve the lives of salespeople and change the public perception of automotive retail.