'I Don't Need Any Help'
By Jack Bennett
In talking about various objections and excuses the customers use to avoid making a decision we have covered the trade-in, closing techniques and others, most of which happen after the salesperson has spent some time with the customer. What I would like to discuss here is the problem of the hurried customer. The individual who walks into the dealership and says something like, "I don't want to waste your time. I just stopped in to see what's new." Or they say, "I'm here to get your best price."
These are what I refer to as hurried customers. They are always in a hurry and that causes the salesperson to hurry, rush and cut corners. And they rarely get the sale.
What your salespeople need to remember is that a customer can't buy a car in five minutes. It takes time, usually hours. And your people need to understand how those hours are broken down. The longer the salesperson spends with the customer on the lot and in the car, the less time they'll spend in the closing office.
As an example, I'll give you three hours to sell the car. The customer walks in an says, "I only have a few minutes, I'm here to get your best price." If the salesperson goes directly to the closing office, they will spend the full three hours arm-wrestling over the price. And of course the salesperson and sometimes even the manager use every closing technique they can think of. Then, if the customer by some miracle does buy the car, there is no profit. However, if the salesperson slows the customer down, every minute spent on the lot is one less minute spent in negotiations.
Let's take a look at the common statements customers make (in bold) and the salesperson's response (italics).
"I don't want to waste your time, I just stopped in to see what's new."
"Fine, but if you were to see something that filled all your needs and was equal to or less than the price you expected to pay, you would have to consider the possibility of buying, wouldn't you?"
"By the way, if these new features were to meet your needs and still be in your price range, you certainly would have to consider the possibility of buying, wouldn't you?"
"I've been shopping all the dealers and I'm here to get your best price."
"I can understand your desire to get our best price. But might I suggest that before price you might consider the benefits you would receive from doing business with us. Let me show you some of the features. By the way, were you thinking of trading the car you drove in?"
"I'm looking for a price on a 4 door ABC model."
"Well, sir, the price is right on the car but might I suggest that what you are really asking is what kind of deal can you get today. Right? Let's see exactly what we have in stock. By the way, were you thinking of trading the car you drove up in?"
These responses are designed to slow the customer down and help the salesperson get the sale moving in the right direction. Usually the objection about price is the toughest for salespeople to deal with. Here are a couple of ways the salesperson should handle it.
"I only have five minutes and I'm here to get your best price."
"That's great, Mr. Customer, and that's exactly what we're going to do. But the guy who is going to make that possible is a little busy right now. That's him over there with two people in his office and the phone on his ear. Let's you and I pick out the perfect car and you'll be driving it home in no time. Were you looking for a two door or four?"
"I know exactly what I want. I have the list right here."
"Great, follow me." (Out to the lot they go.)
"I only have five minutes and I'm here to get your best price."
"That's great, Mr. Customer, and that's exactly what we're going to do. We sell hundreds of cars every month. We do it by selling for the least, not the most. Were you looking for a two-door or four?"
The last point I would like to bring up is the salesperson's ability to say no. Most don't, can't or won't.
"Listen, I only have five minutes and I want to get a price."
"It's right on the window."
"No, I want to know how much you can sell it to me for."
"Well, Mr. Customer, if you're asking me for a great deal, that's not a problem. The problem is you can't get a great deal in five minutes. This is a big decision and I'm not going to let you make a $25,000 mistake. You can come back when you have more time. Would tonight or tomorrow evening be better?"
"I want a price now!"
"No, Mr. Customer. I won't do it. Not until I have done my job, made sure I have filled all your needs and found the perfect car. Would 7 or 8 o'clock be better?"
By the way, if a customer says OK I'll come back at seven tonight, the salesperson still should get a manager involved and do a T.O. before the customer leaves.
Good luck and great selling.
A 25-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. jbennett@dealeronline.com
