Before we get into talking about how to get a customer into the showroom after a demo ride, I want to talk about parking. That's right, parking-as in when we get back from the demo rides. Many trainers will say that salespeople should park next to the customer's car. This makes our car look real nice and theirs look like a lump. I have three reasons why I don't like this.
Number one: People are not stupid and they know what salespeople are trying to do. Don't insult them.
Number two: If the customer is only trading up a year or two, or even three, the new car doesn't look all that different from the one they're buying. Makes a tough sell on the $10,000 trade difference, doesn't it? And on a down trade, they are thinking they are going to get $5000 back and the salesperson was thinking, even up!
Number three is the most important: Most salespeople aren't that good. What is to stop a customer from simply getting out of the demo car and getting into their car? Nothing!
Don't risk that! Have your salespeople park as far away from the customer's trade-in as possible. Have them park by a window near their desk, so the customer can be looking at the new car while they negotiate, or have them park in the back behind the service department so they can give the customer a tour on the way to their desk. Even parking in the Sold Row is a better idea.
Keep this in mind the next time and your salespeople will maintain a bit more control. Now on to Transition.
One of the most difficult steps on the road to a sale for many new salespeople is getting the customer into the showroom. This is partly because the salesperson doesn't know how to do it, and partly because of the customer's reluctance. Customers know that they are moving from tire kicking to negotiating, and that makes them nervous. A lot of salespeople, both new and experienced, lose customers here. It typically happens like this: The customer jumps out of the car and the salesperson follows. The salesperson then tries to make some reason for the customer to come inside, "Let's get you a brochure," or "Let's see if my boss has any other thoughts for you sir," or "Let's get you entered into our weekly drawing for a free oil change!" All of these are good lines and can work, but they are really beating around the bush. Most salespeople are a little nervous about saying "Hey, let's go write this thing up!" or "Let's go put some numbers together" or even "Lets go put this deal together so you can take the car home with you." But the truth is that that is exactly what is going to happen if they let it.
Here is the other scenario, which is probably even more common: The customer simply turns to the salesperson and says, "That's a real nice car, sonny. Give us one of your cards and we'll be back." The salesperson then pulls out their handy dandy little cardholder and gives them a card. Then they scramble for an excuse to get the customer in. They don't realize that they have just given the customer their ticket to leave. All the lines we used above then become just that-lines. It's too late; the salesperson has lost control.
Here is the best way to get a customer into the showroom after a good demonstration ride and short representation: The salesperson should say, "Let's go" and just walk away from the customer towards the showroom. The customer will follow. If they don't, then the salesperson should repeat it. If the customer still won't go, then one of the lines above can be used. "Sir, let's go write this thing up!" or "Let's go put some numbers together" or even "Let's go put this deal together so you can take this car home with you."
If the customer uses the business card line like in the first example I gave above, the salesperson simply says, "Absolutely, follow me" and heads for the showroom. They must exercise control and get the customer to follow them. If they have done a good job up to this point the customer should follow.
If all else fails, a salesperson can always ask for the order. The best closing line, as we all know, is, "If I could, would you?" I know I said in the demonstration piece several issues ago that I only recommend using this line in the closing office, and I meant it. But at this point, the salesperson has nothing to lose so why not go ahead and try it?
It can be said any one of several different ways:
· "Mr. Jones, if we could work out a tremendous deal, could I earn your business?"
· "Mr. Jones, if we could work out some incredible numbers, you'd have to at least consider making a decision, wouldn't you?"
· "Mr. Jones, let's go inside and throw a few numbers around. If things fell together just right, we might be able to get you into this car today."
If the customer says maybe or yes, the salesperson should just say "Follow me." Even if the customer says nothing, a salesperson may be able to lead them in. If the customer still says no, it's probably the wrong car. That's it. Exercise control and always make sure your salespeople are moving forward with the sale. "Follow me," "Sure, let's go," or "Let's take a look at that," are some great lines to keep the control going.
A 22-year veteran of the automotive industry, Jack Bennett is the author of "You Can and Should Sell Cars," a book which has sold thousands of copies and is being used in sales training by dealers from the Bahamas to Canada. If you have specific questions or require more information about this subject, please check the appropriate box on the reader response form on page 3.