Positions in sales and management are among the most lucrative careers in the automotive industry. With the right training and expertise, jobs in this field can earn you up to $100,000 per year. And since the vehicles these salespeople deal in also have high price tags, there’s a lot of money on the line.
For many people, buying a car will be the first major purchase they ever make. It takes skilled professionals to help clients through the entire car purchasing process, from the time they step onto the car lot to the moment they leave, keys in hand, after signing on the dotted line.
If you pursue a career in automotive sales, you’ll learn the best techniques for optimizing customer satisfaction and guiding clients toward making these large and often difficult purchasing decisions.
Read on to learn about 3 closing techniques that sales pros use to seal these deals.
1. The Sharp-Angle Close: Leveraging Car Sales Concessions
One standard technique in the sales industry involves concessions: small bonuses or benefits business people grant to their clients in order to encourage their loyalty or patronage. Once you begin your program, you’ll learn about common auto sales concessions like lowered prices, free deliveries, or additional features for no extra charge.
Auto sales training will teach you leading industry techniques that promote high retail performance standards. In this case, it can teach you how to leverage concessions to secure a sale’s close.
As a savvy auto sales professional you can choose to grant concessions on the condition that clients sign on the same day. For example, professionals may offer to drop the price slightly or throw in a free DVD player if clients will agree to a deal at that moment.
These concessions make financial sense to a dealership’s bigger picture, and can often make customers feel as if they’re receiving special treatment.
2. The ‘Ben Franklin:’ A Classic Auto Sales Training Standby
This technique is also known as the pros and cons method, as Ben Franklin is said to have made decisions by creating a balance sheet of pros and cons—and to have based important decisions on whichever column was longer.
This approach works well with analytical personalities. As a certified sales professional, you can lay out all the positive and negative points your client will have brought up throughout your sales pitch. Ensuring the “pros” side of the scale is heavier makes for an effective closing technique, because clients respond well to hearing facts up front.
3. The Emotional Close: Tapping into Your Passion for the Auto Industry
Graduates of car sales training know that the auto industry runs on passion. It’s impossible to successfully make or sell a great vehicle without feeling passionate about its mechanics and value.
Because buying a car is such an emotional experience, tapping into your own passion and encouraging it in clients is a great technique for closing a sale. Professionals can close deals by painting pictures for their clients, like:
“Wouldn’t it be amazing to drive this car down the highway, on a sunny day with the top down? I love that feeling,” or “imagine what your friends will think when they see you pull into your driveway in this car…”
People consider their vehicles a part of their families; they become attached to them, often even naming them. If you’re interested in entering the car industry, you likely already share this love of the motorized machine. With the right training, you can secure your own place in the rewarding world of auto sales.
Would you like to pursue automotive training in BC? Visit ATC for more information on our programs or to speak with an advisor.
