Auto Sales Training 101: 3 Ways to Overcome Customer Objections
August 2, 2016
For professionals in the auto sales industry, it’s an unfortunate fact of life that a deal can go wrong at any point during the sales process. A customer could discover an aspect of the vehicle they’re unhappy with during a test drive, or realise your financing package is out of their price range while negotiating, or simply want to shop around more before making a commitment.
While this happens to everyone, what distinguishes a good salesperson from a great one is their ability to handle these setbacks, clarifying the reasons for the customer’s objections and getting the process back on track. Fortunately, students who undergo auto sales training learn a number of techniques for overcoming objections, building customer confidence, and maximising their potential sales.
Want to know some simple ways to rescue a sale when it goes wrong? Read on to find out.
1. Pros with Auto Sales Training Asks Questions to Find the Real Objection
Modern consumers can sometimes be wary of salespeople, and as a result it’s quite common for customers to play their cards quite close to their chest during the initial buying stage. As a result, many objections are often merely ‘smokescreens’ for what is really bothering them.
Professionals with auto sales training learn to not necessarily take all objections at face value, and will ask follow-up questions to determine the real reason the customer is hesitating. For example, a customer might give a vague non-committal objection, such as saying they ‘need to think about it.’
A good salesperson will delve deeper, asking if there’s anything in particular about the deal they don’t understand or are concerned about, encouraging the customer to be more specific. Clearly defining the objection like this makes it easier to find a solution and get the sale back on track.
2. Auto Sales College Students Learn to Acknowledge Real Objections
Of course, sales professionals need to keep in mind that not all objections are smokescreens. Not everyone can afford their ideal car, and customers often find certain aspects of vehicles in their price range don’t completely suit their needs.
For instance, a customer with a family might prefer a roomier vehicle, but can only afford a smaller car. In this case, it’s good to acknowledge the objection, letting the customer know you hear them. Your product may well still represent the best possible deal, so it doesn’t necessarily mean the sale is lost.
3. A Good Auto Sales Professional Finds Solutions for Objections
Above all else, the key to overcoming objections is to be able to provide the customer with real solutions to their concerns. If they have an issue with the cost of the vehicle or some element of the package, talk to an F&I manager about different finance options. If they have doubts about the car’s performance or reliability, make sure you have read up on the car so that you can reassure them. And of course, if it turns out this particular vehicle isn’t for them, see if you can suggest an alternative from your stock.
Auto sales college will help with all of these aspects of the job, providing you with a comprehensive overview of all areas of the sales process to help ensure you’re prepared for anything the customer might ask. And once they can see that you know what you’re talking about, you’ll gain the trust you need to close your sale.
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