Being a salesperson in any industry is challenging, but this is especially true in the business of auto retail, because buying a new car is one of the biggest purchases a person can make. So as an auto salesperson, it’s important to consider these essential tips that will not only help you make the sale, but will also gain you loyal repeat customers.
1. Know Your Product
If you’ve ever tried to sell something you don’t quite understand, you’ll know firsthand how difficult it is to be persuasive without solid background knowledge of your product or service. Recent graduates of auto sales colleges understand that learning everything there is to know about cars and the auto industry can definitely take time, but it’s a crucial step to ensuring a successful auto career. Consumers like knowing that they’re being advised by an expert – especially when they’re making large purchases. To be an excellent car salesperson, you’ll need to keep up-to-date on the latest auto trends, or speak to an automotive service technician to find out everything you can about new features and their functions. This way, you’ll be equipped to answer any question a customer might throw your way, like how the newest EV on the market compares to the market frontrunner.
2. Listen and Learn
The key to being a great salesperson is having superior listening skills. You’d be amazed at what you can learn about a potential client’s needs if you just stop talking and listen to what they have to say. Suppose your client is looking with interest at a coupe sports car, but he has already mentioned in passing that he drives his three children to school on his way to work every morning. You might suggest that he look at the sedan version of that same car, so that his kids will fit comfortably in the back seat. Careful listening lets successful care salespeople gain important insights into their customers’ personal lives – which in turn helps them steer potential buyers toward the vehicles they’re most likely to buy (and not just look at!).
3. Forget about the Commission
Most salespeople have quotas and goals that they have to meet in order to make their commission. And the truth is, even though you might not reach those goals—it’s important to keep these pressure out of the sale. The worst thing you can do as a salesperson is make the sale about yourself instead of the customer. Your client has questions that need to be answered and requirements that need to be met, such as the value and price of the car, its warranty, and all of the available features. If you put aside your personal timeline and focus on the sale, you’ll be able to gain the trust of your client and successfully guide him or her into making the right choice.
4. Learn to Overcome Objections
Consumers will always find a reason to say no. Whether the price of the product exceeds their budget, or they’re opposed to changing what they’re comfortable with, there seem to be endless obstacles between considering and purchasing a new car.
Your job as a salesperson is to address these concerns and steer over or around them. How? By demonstrating the value of the product you’re selling, or providing reasons as to why opting for something new would benefit the customer. Suppose you’re a salesperson at BMW, and your customer is looking at the latest X3 model, but she’s already been to Mercedes and has seen the less expensive, comparable GLK model. In order to surmount this particular obstacle, you’ll need to demonstrate the BMW’s special features and explain how they add more value. If your client is concerned about the escalating gas prices, you might bring up the turbo four-cylinder engine featured in the X3 that enhances its fuel efficiency. Because the GLK comes with a standard V6 engine that will burn more fuel, your customer might understand why it’s worth paying a little more for the BMW.
And that’s why knowing the product, listening closely, and proceeding with patience adds up to one crushed obstacle – and puts you a step closer to sealing the deal.
What other essential skills do you think car salespeople need to be successful?