It's another slow day at the auto dealership you work at. A customer finally walks through the door. You and every other salesperson at the dealership are wondering if the customer is there to see you. Why? Because you and every other salesperson there know that you will not make any money if you don't have an opportunity to sell the customer.
You are in a better position to connect with referrals, because you both know the friend that referred them. Therefore, you have something you can talk to them about, which will make them feel more at ease with you. New customers, however, are more difficult because you have to find out what they're looking for.
Once you believe you've found what they are looking for, the moment has arrived for the test drive. The test drive is the perfect time to learn more about them so you can fit their needs to their lifestyle. At the same time, you're showing them the features of the vehicle - that is why your training as an auto dealer is very important here.
At the conclusion of the test drives, once you've found a vehicle the customer likes, you can sit down with the customer and start going over numbers. It's important to take your best deal to the customer, so take all the important information you need to give to the finance department during this step.
At this point, customers may start getting a little anxious and think they can get a better deal at another dealership. Remember not to say anything at this point - if you speak before the customer does, you risk having to start from scratch.
At this point a lot of customers will tell you they think they can do better at another dealership. Tell them they would like the vehicle if you can make a better offer, then excuse yourself to go talk to your sales manager.
A dealership's sales management team can be a blessing because they give the customer a break from a process that has already been very long, and they give you a chance to speak with them so you can come back to them with a better offer. This may just help you win the sale and that hard-earned commission.
Sometimes you repeat this process with the same customer several times before you close. You have to be a team player at a dealership. It not only takes the training you've received but the help of the sales managers to complete an approved deal.
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