How (not) to sell a car
“Treat your customer as though they were your most important client ever.“
I need a new car. I love my old Audi A1 diesel, but at 17 years old and with the bug to travel the dirt roads of Southern Africa brewing in my heart, I need myself something that’s less of a city girl and more of a farm meisie.
And so, my youngest daughter (The Suzuki Jimny girl) and I set off to test drive some wheels. Sadly, Toyota no longer do the diesel Rav4 (apparently, I am very out of date on this), and I do love the power and lower fuel consumption of a diesel engine, so that safe option for the open roads of Africa is out.
Next, we went to xxx (brand name blanked out in sympathy), shame man. Now, if you are a female driver, you probably know the drill…two women walk into the car dealership so the sales team look up with a bored expression, nudge the fresh young girl from behind the desk and send her to the forecourt to practice selling. It’s a shame our girl was not prepared. Her best effort at advice was arguing with us about the available colour options and telling us that ‘people love the look’.
Picture this, I’m buying a big fat 4WD at most or an AWD at least, and I want a CAR, not an accessory. I’m looking for some details on the ride, the fuel consumption, and the resale value.
We tried; we really tried to help her sell us a car. We asked all the questions and gave all the indicators of a hot sale, but in the end, we left without even being asked for our names, let alone our contact details.
Our next option was Hyundai, to try out the Tucson. The sales assistant was excellent, and this was a fun experience, so we are getting closer now, but not quite …so I’m still looking for a car.
What can we gain from this in our own sales teams? Here are my 1,2,3,4 tips
- Treat every customer as though they were your most important client ever.
- Know your stuff! Know your products inside and out and listen to what the client wants so you can tailor your conversation to meet their expectations.
- Be ready to make the sale, right then and there! Have everything at your fingertips, including brochures, invoices, POS, packaging, etc
- Always, always ask for their name and contact information. And if you don’t make the sale today, part with a handshake and an agreed date/time for a follow-up.
That’s it – do tell me what car you think I should buy and add your own sales tips!
Ps. The car brand that’s open on Sundays will win my heart – and probably that of every working person in the country!
