When I first started in sales, I would get closed on customers on everything they wanted... Then they would leave somewhere else. I was so bad. I was NOT born with sales skills
. I thought that if I answered all questions with the smile, gave every piece of information about the product (in this case a car), they would buy on the spot... It was a rude awakening...
You and I both know this is not how it works... For the first month, I had the worst closing ratio: 0 sales on 19 customers. Pretty hard to beat right?
So there I was, in my tiny car salesman cubicle (the one no one wants because it's cold in the winter & hot in the summer) waiting for my next "up", wondering how I could make my very first sale. Me and my girlfriend at that time wanted our own place, and I had to find a way.
What happened next, changed my life.
A nice lady came in and asked to see a new car salesperson. It was my turn, so I jumped out of my seat and went to meet her in the showroom. She wanted a Beetle. We had a few in stock so I proceeded to take her outside to show her what we had. 30 minutes later, she told me: "I'll take her".
WOW. I was on my way to sell my very first car, a Salsa Red 2008 Volkswagen Beetle.
What happened? What did I do? Was it something I said?
Problem was, I didn't know...
How can you expect to replicate something you did or you said if you don't know what happened in the first place?
Keep this in mind, she didn't come in with an appointment. She had put a deposit at another store. She was throwing me all types of objections. I didn't know they were objections, what type or any rebuttals at that time and I think I got lucky at first.
So when she left, I got thinking. I started to think about every step of the sale. I'm a huge pattern guy, I remember thinking: "There must be patterns why people buy. And if I figure it out, I can make sure I dramatically increase my chances of selling again by handling the same objections."
I have to say it got me some time to understand what was going on, and I lost many more sales after that. But every day, I was getting better & better, taking notes on what kept me away from the sale.
Remember, that was in 2007, and walk-in was abundant & a real source of traffic for car dealerships.
Car sales have become much harder. I know, my company is training car sales people every day online and offline.
The main problem is this: nowadays, a customer that comes in your dealership is not walking in on an impulse.
They are walking in with the freaking cost report of the car, 3-4 other quotes, the ability to buy online...
You simply CAN'T miss your shot.
10 years ago, salespeople use to see 10, 15 even 20 people A DAY! Is it the case for you? So how do you expect do make your numbers? The game has indeed became harder, but good news, we've also became smarter.
Remember when I told you about patterns?
Using those patterns will help you increase your appointment & sales closing ratio by a few points every month.
Eventually, you'll be able to double your sales with the same amount of customers.
I know it seems crazy, but sales objections handling is all about maths. And wether you love or hate math (like me), you can't argue it works.
So, those cash-causing patterns you can use to handle car sales objections, we made a list: