Auto Dealership Process Tips: Communicating with Modern Customers
Auto Dealership Process Tips
Every car salesperson has his or her own style of approaching customers, communicating with them and making the sale. Every dealership has its own policies and best practices. However, there are some ways you can communicate with customers to make the car buying process more enjoyable for them and make the selling process easier for your reps and your organization.
The Basic Principles of Communication
The popularity of social media is causing buyers to expect more transparency and accountability throughout every industry.
“In the modern consumer world, today’s customers expect top-notch experiences from reliable brands. Companies must not only meet this need—they must do so while contending with ever-shortening consumer attention spans. Relevance attachment keeps your customers close to your brand by keeping your brand consistently pertinent to their lives.” Daniel Newman, Forbes Magazine Contributor
Every salesperson knows that even someone who’s browsing is still a lead to some degree. The person might not have the money or credit to shop at your location, or he might find that you don’t have the make and model he wants. However, it’s likely he does want to buy a car at some point within the next 12 months or less. That’s why he’s there.
“Sales are contingent upon the attitude of the salesman – not the attitude of the prospect.” W. Clement Stone
First contact is challenging to say the least for most salespeople in this industry because of the universal sleek, slimy car salesperson stereotype. However, consider that auto repair mechanics have the same reputation. Why?
People don’t understand cars, yet both car dealers and repair shops require customers spend a lot of money on something and they often don’t understand what they’re paying for. Therefore, if you can establish trust and dispel those misconceptions during your encounters with the client, you have a better chance of making a connection first and maybe a sale later.
Your goal then changes from selling a vehicle, to:
- Not blindly upselling the client,
- Selling a vehicle that can best meet the buyer’s needs and wants (ie. safety, durability, comfort, fuel efficiency, maintenance etc.)
- Helping the customer understand exactly what he or she is paying for when it comes to physical features, financing and warranties, and
- Helping the customer understand exactly how special features can make his or her life easier, (ie. roomy pickup cab interiors for construction site foremen, upgraded WiFI and satellite radios for younger buyers etc.)
As you can see, when your goals change, your language and approach will naturally change. The car buying process also then becomes transparent and buyer led. This leads to more satisfied customers, more repeat customers, more referrals and a better experience for your sellers.
How do You Accomplish these Goals?
Listen, Listen, Listen
Remember, ultimately, this person wants to buy or lease a car from someone and has singled your dealership out for some reason. Approach him with questions or a physical survey. In some way, ask him to, “Please share his needs and wants with you so that your dealership can show him the vehicles best suited to those very specific needs and wants.”
Many people perceive car salespeople as pushy, aggressive and disruptive. Make the first contact profoundly about the customer and you will go a long way in making a stereotype-busting first impression.
Take notes. Make eye contact. Make sure the potential client knows you’re listening and you value what he’s saying. Understand that upselling a client on something he really doesn’t need can cause you to lose a real world sale. In addition, it’s not realistic to think you can upsell every customer.
Contact us today at eLEND Solutions to learn how you can quickly streamline and automate your sales process to enhance buyer convenience.
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.