Picture this; things are going well with a customer – you have great rapport with them, answered their questions, , and taken them for a successful test drive. In other words, you feel strongly that you have nailed that sale! Then out of nowhere you get hit with a “I’m going to go home and think about it” or a “I think I might want to shop around first”.
All successful sales people have heard this before and the key to overcoming this hesitancy is to uncover the shoppers objections. Let’s face it, buying a car is a big commitment and how you handle a shopper’s objections could easily make or break the deal. It is commonly misconstrued that a sales objection is an indication that a buyer isn’t ready to purchase. They’re at the dealership though, so you know this can’t be it. Don’t be discouraged when the customer says no. The customer is ready to buy. They are speaking with you and spending time with you about a specific vehicle. Patiently go over the sales process in detail and assure your customer that buying a car does not end with them driving off the lot. Let them know that you personally will ensure that they continue to feel the same caliber of service for the life of the vehicle.
Here are a few sales techniques to overcome objections that will help you get the customer closer to yes.
Uncover the Objection
Inviting objections in an open and positive manner throughout the sales process allows you to determine how to best satisfy client concerns and “Earn The Right” to do business with them. Rather than making the close a big event that creates tension for all parties, sales should be a natural process that is comfortable.
The key to uncovering a customer’s objection is asking the right questions. One of our favorites is: “If you can put your finger on the one thing that’s preventing you from buying this car, what would it be?”
Acknowledge the Objection
Listen to learn – you have two ears, and one mouth. A shopper will tell you what you need to know to be able to sell them a car. The first step is to empathize with your customer and tell them that you understand while also repeating their objection.
By expanding on the objection and sharing a similar personal or customer experience that had the same concerns can be effective. Perhaps they are worried that they’re spending too much on a vehicle. You can say something to the effect of “I understand your concern about price. I too always want to be sure that I’m weighing all of my options so that I get a fair deal. With your permission I’d like to outline your options with you that way you know you’re making the best decision. Would that be ok?” Remember, people buy from people who are like them or who they like. By displaying empathy you’ll put yourself on the same side of the table as the shopper
Isolate the objection
Once you uncover their objection isolate it so other objections don’t continue to crop up. For example, you can ask them “What specifically concerns you about buying a vehicle here versus at the competitor you mentioned and, is that your only concern or do you have others?
Make sure you isolate each objection and don’t forget to employ empathy so they know that you’re serious about helping them through the car buying process- and thereafter.
Ask for a commitment
You can ask for a commitment after you’ve addressed their concerns. You may say something like “If we can come together on (their objection) would you be able to move forward? This will allow you to truly know if they were forthright with their concerns and will let you know where you stand.
Follow up with your unsold clients
While our ultimate goal is to have the shopper’s first and last stop be your dealership, that’s not always the case. With bebacks closing at over 60% this is an area where you should invest some time. Most dealerships stop contacting the customer after only 3 attempts. Yet the shopping cycle is 5-12 weeks.It’s all about following up and giving your shopper a reason to come back to you.
You may consider having a third party specialist make a phone call to your unsold customers to make sure that the customer’s objection isn’t you. We know it’s hard to hear but sometimes a shopper will be so turned off by a salesperson they’d rather shop elsewhere than dealing with that person. If that’s the case they should be reassigned to another salesperson, or even better a manager, who will be able to connect with them and close the sale.
You won’t win every sale and just be aware that some car buying objections are harder to overcome than others. For instance a price objection is one of the easiest objections that you’ll face. By employing some tactics like hooking the trade and selling the advantages of doing business with your dealership you’ll have a leg up over the competition. Where you may fall into trouble is if the shopper prefers another brand over yours – this has much more to do with personal preference than your sales acumen. Remember, that they may have other drivers in the household that you may be able to sell to in the future and you can always ask this shopper for referrals even if they don’t buy from you.
The journey to becoming a fortuitous salesperson is full of ups, downs, and inevitably handling a few objections along the way. We teach sales people, among other things, how to uncover objections and what to say in different car buying scenarios. Schedule a demo with us to learn more about our world-class sales training because when your sales team doesn’t know what to say, or says the wrong thing a valuable opportunity is lost.