Car sales training focused on giving an attention grabbing sales presentation that ends the sale at an subconscious level.
Many car sales people hit the client with feature after feature. How boring. Is the customer going to buy a car as a result of technical feature? How many of your consumer’s can even identify engine parts, or love the technical features? They should buy that car from you because you have shown them what the auto will do for them. You have presented the benefits of the auto, that match their wants, needs, and deep desires.
You know all the features of your cars. You want to flaunt your great knowledge in order to build credibility with your customer. But if you lose their attention you will not cause them to that magic buying state. To move your web visitors to an emotional place where they are ready to buy you must know what they want, and give it to them in a way that fits into their view of the world auto verkopen gratis.
They don’t want a car
They want what the auto will do for them. For some it will be a gleaming fashion accessory to attract stalwarts, and a sound system that is more important than the safety features. For others the auto is a necessary tool, or a reliable means of transport. The client that cranks up the miles enjoying their leisure time will spot a car from a different viewpoint than the daily commuter. The caring parent wants a safe way for family members to search, and will benefit from in-car entertainment. While the rebelling student may wish a unique statement on wheels that says who they are.
How are you going to meet that great number of needs, wants, and desires, with technical features about a machine made of plastic and steel? The answer is, you are not. The features of the auto are merely ways of exhibiting how the car increases the 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 should buy.
Never assume to know what they want
The above examples are merely possible buyer needs. Use your skills as a sales person to learn your customer’s real needs. An important car sales training point is, the client may not be conscious of their real desires. Will that middle age man really admit to himself why he wants the low rider? He will tell you it’s because he always wanted one, and only now can he afford it. The customer that notifys you they are concerned about mid-air may really be interested in the cost of fuel. How many 4 X 4 off road owners ever drive over anything more than a 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 motor vehicle sales training is about matching features of the auto to the benefits the client wants. The client wants to achieve an emotional feeling from their purchase. To understand those feelings, and identify how they will achieve them, the client makes internal pictures and holds internal dialogue. 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 few sales people become competent at using them.
Find the customer’s real desires
What the client notifys you they want may be only what they are willing to tell you, and are not their real desires. Under 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 top 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, of which they are consciously aware, could be that they want others to be envious, as well as to promote their own position. It could even be that they want to flaunt their wealth. It is unlikely that they will tell you this when you ask them what they want from a new vehicle. At a straight deeper level there will be emotional benefits the client wants that are not fully of their conscious awareness. There will be benefits they want, their innermost desires, that they just don’t want to admit to themselves.
Back to the business manager that notifys you they want a car that’s reliable, looks befitting visiting customers, and is of their budget. They are not letting you know 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 the auto sale at an almost subconscious level. What if you felt the business manager was very not secure about their position. That the image they want the auto to project was to build barriers with their staff. By asking about previous cars they have owned you feel they have come from a lower income background. You read from their verbal, and non-verbal, communication that they need to be constantly exhibiting themselves to others. Displaying a picture 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 web visitors. Take a new look at your car sales training. Yes, you’ll want an expert knowledge about the technical details of the vehicles you sell. But you also need to know what questions to ask your web visitors, and how to look at the deeper numbers 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 do you really drive the auto that you now have? Be honest with yourself. Look for some deeper thoughts and be accepted as more self aware. Then study family, friends and mates. Talk to them, look for disparity. You’re a sales person, you can read people. The gender chart about what the auto does for them that lights up their face? Watch for the topics that leave them bored, or bring out the negative signs.