When it comes to auto sales, being able to communicate well with others is one of the most fundamental skills you need. Salespeople in any industry need to have a way with words, but especially automotive salespeople who are selling as big an investment as a car.
That being said, being a good communicator is about more than just being a good talker. Here are some reasons why your communication and interpersonal skills will come in handy while working in automotive sales.
You Have to Understand Buyers, Not Just Talk to Them
Ultimately, you want to build a rapport with your clients and keep them coming back to you for automotive advice. This involves actively listening to your clients, and understanding what exactly they want out of any vehicle they potentially could be buying. Let the buyer talk, ask them to describe in detail what they’re looking for, and invite questions from them.
The best way to succeed in your auto career is to let the buyer feel like they are in control and that you are simply there to help them. Be descriptive and show the customer your depth of knowledge in the field, but be sure to do so respectfully. Remember, they may not be as much of a car enthusiast or expert as you are, so try to explain any technical components of a vehicle in an easy-to-understand manner.
You Need to be Honest and Transparent with Customers at All Times
Another one of the biggest tenets of being a great auto salesperson is to build trust between yourself and clients. You need to be able to explain with full honesty what customers are getting when they buy the car you’re trying to sell. Being dishonest about what a car does or doesn’t do may get you a sale in the short-run, but it’ll give you a bad reputation and a lot of angry customers in the long-term.
Additionally, you can’t pretend to know something about the car that you don’t know. If customers ask a question you don’t know the answer to, promise them that you’ll try to find the answer or redirect them to someone else who would know. Since you’ll be learning in your automotive sales training how to sell cars professionally and keep customers satisfied, transparency is the name of the game.
Nonverbal Communication is Just as Important in Your Auto Career
You may have heard that more than 90 per cent of communication is nonverbal. Although this may be an exaggeration, it underlines why it’s important to do more than simply talk to clients about cars. You need to build a relationship with the client, which requires paying as much attention to your body language as to what you’re actually saying.
When talking to clients, be sure to have good posture, keep your arms open and maintain eye contact while talking. You’ll also have to read their body language, such as facial expressions, posture, and reactions to what you’re saying. Reading your customer’s body language will give you clues about their feelings towards the car and help you adjust your sales approach accordingly.
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