Car sales training focused on giving an attention grabbing sales presentation that closes the sale at an unconscious level.
Many car sales representatives hit the individual with feature after feature. How boring. Is the customer going to buy a car because of a technical feature? How many of your potential buyer’s can even identify engine parts, or value the technical features? They may buy that car from you because you have shown them what the automobile will do for them. You have presented the benefits of the automobile, that match their wants, needs, and deep desires.
You know all the features of your cars. You want to present your great knowledge in order to build credibility with your customer. But if you lose their attention you will not get them to that magic buying state auto verkopen belgie. To move customers to an emotional place where they are ready to buy you must know what they want, and give it to them in a fashion that fits into their view of the world.
They don’t want a car
They want what the automobile will do for them. For some it will be a gleaming fashion accessory to attract admirers, and a speakers that is more important than the safety features. For others the automobile is a necessary tool, or a reliable means of transport. The individual that cranks the miles enjoying their free time will dsicover a car from a different viewpoint than the daily commuter. The caring parent wants a safe means for your family traveling, and will benefit from in-car entertainment. While the rebelling student might prefer a unique statement on wheels that says who they are.
How are you going to meet that great numbers of needs, wants, and desires, with technical features about a machine made of plastic and steel? The answer is, you’re not. The features of the automobile are only ways of appearing how the car provides 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 may buy.
Never assume to know what they want
The above examples are only possible buyer needs. Use your skills as a sales rep to learn your consumer’s real needs. An important car sales training point is, the individual may not be conscious of their real desires. Will that middle age man really admit to himself why he wants the performance car? He will tell you it’s because he always wanted one, and only now can he afford it. The customer that informs you they are concerned about the earth may really a little more concered about the cost of fuel. How many 4 X 4 off road owners ever drive over anything higher 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 car sales training is about matching features of the automobile to the benefits the individual could really like. The individual wants to achieve an emotional feeling from their purchase. To understand those feelings, and identify how they will achieve them, the individual makes internal pictures and holds internal talk. 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 also few sales representatives become competent at using them.
Find the consumer’s real desires
What the individual informs you they want may be only what they are willing to tell you, and are not their real desires. Beneath 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 the surface 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, that they are consciously aware, could be that they want others to be green with envy, or promote their own position. It could even be that they want to present their wealth. It is unlikely that they can tell you this when you ask them what they want from a new vehicle. At a much deeper level there will be emotional benefits the individual wants that are not fully on their conscious awareness. There will be benefits they want, their innermost desires, that they cannot want to admit to themselves.
Back to the business manager that informs you they want a car that’s reliable, looks appropriate for visiting customers, and is on their budget. They are not informing you 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 automobile sale at an almost unconscious level. What if you felt the business manager came down to very vulnerable about their position. That the image they want the automobile to project was to build barriers with their staff. By asking about previous cars they have owned you feel they have come from a cheaper income background. You read from their mental, and non-verbal, communication that they have to be constantly appearing themselves to others. Displaying a photo 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 customers. Take a new look at your car sales training. Yes, you need to have an expert knowledge about the technical details of the vehicles you sell. But you also need to know what questions to ask customers, and how to investigate deeper levels 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 you don’t drive the automobile that you have actually? Be honest with yourself. Look for some deeper thoughts and grow more self aware. Then study family, friends and friends. Talk to them, look for inconsistencies. You’re a sales rep, you can read people. What exactly is it in what the automobile does for them that lights up their face? Watch for the topics that leave them bored, or bring out the negative signs.