Any auto sales training instructor can tell you that a customer already knows what they want before they ever hit the lot. There are five things that they need answered before they actually purchase a car and they look to you as their salesman to answer these questions. They want you to convince them that they are looking at the right car, with the features they want, for a bargain price, on the right lot and at the perfect time. Wow! They sure don't want much do they?
Once a customer has picked out a car, they will usually linger around it opening doors and looking underneath it. This is your cue to reassure them that they have chosen the right car for their needs. Everyone wants to be reassured they are making the right purchase. There are some who will switch cars thinking they would rather have one with more or less features. Your job is to reassure them that "this" is the right car for them.
Most customers view the features as very important. They want to make sure they are not paying for features they don't need. This means the better the features, the more you have to convince them they need them. For instance automatic seat adjustments - you need to convince them that instead of having to readjust the driver's seat after someone else has driven the car, the seat automatically senses your settings and adjusts before you even start the engine.
Along with selling the car and its features, you are also selling your dealership to the customer. Customers have to feel like they can trust a dealership before they buy from them. This is where you convince them that they have come to the right place to buy their car because you have excellent customer service and excellent mechanics that are more than qualified to do the needed upkeep on their car.
Most people enter a car lot knowing how much they want to spend and head straight for the cars in their price range. This makes your job easier because they already know what to expect when it comes to price. If they have confidence in the dealership, they will not even consider the price being a problem; after all they came to you.
In the shaky economy that our country is in, many people wonder if it is the right time to make such a large purchase. Your job is to convince them that there has never been a better time. Considering the incentives that are being offered, low interest rates and the dropping price of cars, they chose the perfect time to buy and prices will never be lower than they are now.