6 ways to upsell your shopper
Today’s car shoppers are savvy. They know how to spot upsells a mile away and, in some cases, they may be reluctant to dive in and make a purchase at all, much less on your timeline.
By learning how to effectively upsell your shopper, however, you can substantially change the way you approach customers and optimize your sales numbers.
1. Let customers see the products you’re selling. Are you trying to get a customer into a newer model car than they initially intended? Do you have a perfect car on the lot to meet your customer’s needs that just happens to be a little over their budget? Let them see the car that you’re trying to sell them. In many cases, the car will speak for itself!
2. Listen to what your customer really needs. Many customers will come to you with a pretty good idea of what they want out of their new car. They may have a specific list of features that they’re looking for, or a list of features that they want to avoid. Listen carefully to what your customers are telling you about their needs. They might, for example, need a vehicle with plenty of space, which means you may be able to move from a midsize car to a van or SUV.
3. Offer choices. This is particularly beneficial if you don’t know a customer’s budget or if you aren’t sure whether or not they’re thinking about a specific feature, such as a warranty package. Ideally, you shouldn’t present the option to go without any of those choices. You should, however, be sure that you’re offering choices that your customer genuinely needs or wants from their car choice.
4. Show how the upsell will benefit your customers. Give them an idea of how the extra money they’re going to spend will benefit them over the lifetime of the car. Added safety features are great for families or young drivers purchasing their first cars. Parents with kids will love automatic doors or remote start options on their vehicles. Instead of talking about price, explain how the upsell will benefit your customers. Find their pain points and offer them solutions that will solve them!
5. Pay attention to pricing. When a customer comes in to look at a vehicle, you don’t want to scare them off with sticker shock. Pay attention to the pricing of the vehicles the customer is looking at, especially if they have a specific one in mind. Ideally, you don’t want to go up from the customer’s initial price by more than 25%.
6. Don’t forget those important plans. Service plans can offer big benefits for your dealership, as can various warranty and protection plans. In many cases, those plans will also offer benefits to your customers! Remember, your goal is to show customers how your upsells can benefit them, so be sure you’re familiar with how those plans work and how they can solve problems for your customers.
Upselling a reluctant customer can be challenging, especially if they’re sure they know exactly what they want. And, it’s even harder if they aren’t sure they’re ready to make a purchase. By learning how your products can benefit customers, listening to them carefully, and offering solutions that will fit their needs, however, you can increase your upsell rates and make happier customers. Want to learn more? Contact us today!
Author: Pete Maclnnis
Author Bio: Pete brings over 37 years of experience in automotive finance and technology as Founder and CEO of eLEND Solutions™. Founded in 2003 as DealerCentric, eLEND Solutions™ is an automotive FinTech company specializing in online and in-store digital credit, identity and finance solutions designed to create a more efficient and profitable vehicle purchase process for the retail automotive industry.