MORE WAYS WE GET YOU ON THE LOT BY DECEPTION AND THE #2 CLOSING TOOL

OK lets back up here...... let me tell you another deceptive practice we are taught and told we must do when you call in or email us, DESIGNED TO GET YOU ON THE LOT, even when we don't have the car you are asking about!

You call in or inquire about a 2008 silver auto, with leather, moon roof, and give the stock number or Vin ( which I recommend you do ) and its not in stock but we say "yes we have it" or we say "we have several models like that"  and are told when you get on the lot to say "it just sold" or to quickly move you to another car,same model ,year, but maybe a different color, or cloth not leather...what then?

Folks I have seen customers drive two hours only to be told we did not have the exact vehicle they were seeking, but ! Well here we go, this is what we are trained to say:

1.If we gave you a better price could you live with "XYZ"color not silver?

2. Mr / Mrs customer how much time do you spend in your car? 10-20 % if that's true how much does color matter....how offensive, how dare we insult your intelligence!

3. No leather! no problem! we can add after market leather for about the same cost as the model you came for...that is not here! and on and on...move you to another unit!

Now back to the sales process and how we control it and close you !

Once we have you on a unit, you have driven it, we get out of the vehicle get you inside and try to get you to sign the 1st pencil (that's the begining of the negotiating the "full pop" the invoice price, the tax, tags, dealer fee, etc the "OTD" out the door price! You say....to each other "well it's up to you, what do you want to do, and there is some waffling about making the decision with the other party involved a spouse, signifigant other a parent to a child?

We say "Folks please allow me to offer a thought. I really don't think either of one of you should make this  decision!

You say "ok why"?

We say "well here's what I mean you are both emotionally involved. I don't think decisions like this should be made emotionally, they should be made logically.

Now here's what I mean. You both think the other should make the decision, so, six months later, it's the wrong decision...well why don't we let the decision make the decision? Well you know what I mean."

So why don't we look at it logically...well we just set you up for the next closing technigue the "WEIGHTED SCALE CLOSE".

TILL NEXT WEEK!

THE ESTABLISH RAPPORT AND ANALYZE THE CUSTMERS NEEDS.... AND THE 10 TOP CLOSING TECHNIGUES WE USE ON YOU !!

OK AS THE KAPOWEE VIDEO SHOWS ASK THEM QUESTIONS ACT LIKE YOU ARE INTERESTED GET THEM TO LIKE YOU AND KAPOWEE YOU GOT YOURSELF A CAR DEAL! Well it's not that easy but it helps. Doesn't it bother you that all that chit chat is not genuine interest in you and your family uuuugh I was always truly interested but hey my background is in Social Work and Human Resources so it came naturally, but that is the exception not the rule.

OK so now the sales associate has greeted you and has either gotten you into the showroom or is building rapport on the fly as you are looking at cars, asking questions about you needs and wants trying to put you on the right vehicle while also asking questions to build rapport .....about anything like bumper stickers, liscence plates, team affiliation shirts or ball caps, anything to strike up a conversation and identify with you  or to relate to you..again nothing wrong here just FYI its usually not genuine, just part of controlling the process, slowing you down and getting more info.

What we are really after is finding out your reasons for buying....are you adding a vehicle or replacing one ( the trade vehicle) what features are you most interested in, must have or like to have options.

Again all this is legitimate in narrowing down your search and saving time and making sure you are on the right vehicle, including price...so we are taught to ask what is your investment range...not how much do you want to spend..ask yourself does "spend" versus "invest" evoke different emotions? Yes it does but in the end you are spending money hopefully with my advise you are doing it smart and saving all the money you can in the process!

We are taught that you can ask your way to a sale... here is why.

If we get enough info from you and then we try to close you and you object we can say "but Mr/Mrs customer you said you wanted xyz and to invest x amount and have a payent of x what I have presented here meets all you said you wanted, so let me ask you, whats keeping you from doing business now!" 

NOW FOR THE NEXT TEN WEEKS I WILL SHOW YOU THE TOP 10 OBJECTIONS YOU RAISE AND HOW WE ARE TAUGHT TO OVERCOME THEM

#1 " I WANT TO THINK IT OVER"

We are trained to say "That's fine...Obviuosly you wouldn't take time to think things over if you were not seiously interested would you? What are you going to say yes! I am not serious I just want to shop other lots...I dont think so and I never had anyone say yes you as customers usually say "no you are right I am serious",  if it's only to get out of there!

So before you leave we say " just to clarify my thinking what part of this proposal is it that you want to think over? Is there something I forgot to cover or is it ? or ?.
This is designed to get you to specify what it is price, trade appraisal, etc so they can get a manager involved and try to close you by giving alittle more on the trade or lower price etc.

BY THE WAY WE ARE TAUGHT TO DO THE ABOVE IN INCREMENTS OF 100 OR 200 DOLLARS. WHY DO YOU THINK WE DO THAT? 

Well until next week and the next major objection and closing technigue the "TENNIS RACQUET" close.

We ready to make a deal? (Johnson Automotive Commercial)

HOW THE DEALERSHIP STAYS IN CONTROL OF THE SALES PROCESS!

OK hang on to your seat belts here we go with a 10 week series on how we are trained to stay in control of the sales process and sell you a vehicle now! Yes I mean while you are on the lot...WHY? Because the industry and 3rd party research tells us that .....95% OF THE TIME IF YOU LEAVE YOU WILL BUY A VEHICLE WITH IN 2-3 WEEKS SOMEWHERE ELSE!

Lets start with when you drive on the lot and we are trained to MEET & GREET step 1 in the sales process.
Well what if you don't get out of the vehicle you drove up in .....yes I said it..... you know in order to avoid sales associates many customers drive on the lot and cruise it until they see a vehicle they like, then get out check the price, and bolt for their car before we can get to them.-)

Did you know we are asked to stop you, get you to roll the window down, and try to get you to park and  get out and come in the showroom...why? Remember the 95% ? That's why!
Why do you thing more and more lots are arranging the cars so you cant drive through! Heck we have a dealership in my area that has all cars parked in a 5 story parking garage and to see any of them you have to talk to a sales person, fill out a guest sheet to even look at inventory..... talk about a captive audience and control!

OK lets assume you get out and a salesperson approaches to MEET AD GREET you and you say what most "ups" say..."I AM JUST LOOKING"....WHAT THEN! Well we are trained to do some of the following:

Hello Mr/ Mrs Customer my name is....and you are?

What brings you in today the credit union sale? the end of the month sale? the anything sale.-) so that you can say yes or no. If  yes we say "great lets get you registered follow me! Into the showroom to fill out an info sheet so the dealership can keep calling you or emailing you till you scream stop! Control the process that's what it's all about...if you say no the script is "great your here early but I can get you registered now follow me ...yep you know where to .-)

Or we are trained to say thanks for coming out, are you here to see anyone in particular or can I assist you today? If you say no then we are clear to assist you without stepping in on another sales associates customer and we say....great follow me and you say" I JUST WANT TO LOOK"  we are trained to say " if I can help you find a vehicle that fits your needs and budget, save you time, point you in the right direction would that be fair"....Who would say no to that? So now I can say "follow me"...yep into the show room to get some info....

Now don't get me wrong getting that info is helpful to saving time and finding exactly what you want in a shorter period of time but it is control get you into the door into you to a sales manger early on and get info not let you do what you wanted to do just look!

Well that's this weeks post next week we will talk about the 2nd step building common ground and rapport because hey you are more likely to buy a car form a sales associate who you like and we know it!

Kapowee (Johnson Kia Commercial)

OK here we go with your continuing education about the  auto sales secrets revealed!

 

In order for you to know and recognize the tricks and games played on you in the buying process you need to know the steps in the process.

 All sales professionals and all industries that sell have a process and there is nothing wrong with that,but, it's how they use that process to take control, keep control and manipulate you into a sale, higher payments than you wanted, products you did not want or in many cases need, so here is the sales process we are taught...know it remember it and use this knowledge to keep control of the process not let the salesperson have it!

 

1 Meet & Greet- Hello Mr/ Mrs./Ms. customer my name is Jay and you are?

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2. Establish rapport and qualify the customer.- Did you come here for the credit union sale, the end of month sale, the "whatever" sale? Great follow me.....that's to get you into the sales floor to get the guest sheet filled out...oh that's where they get all your personal info like names, address phone numbers, and emails if they can....so they can follow up with you till you say stop or do not call list me! Why! Because if you leave the lot without buying there is an 95 -98% chance you will not return and will buy within a week somewhere else. How many of you visited a car dealer gave that info and got calls within minutes of when you left and then for days after till you bought elsewhere or said don't call...We as sales associates are encouraged to call you until you call and complain to a manager that we are calling you to much....STOP IT!

 

3. Select and sell a car- The point here is to get you on a car you might buy not 2 -3 cars ,again nothing wrong here its to hone in on one you will buy, however,we are taught to do so at your expense........ by that  I mean land you on a car, sell it, move on,get the next up!

 

Do a feature benefits presentation based on what's important to you discovered in building rapport...by the way there is a dealership in Raleigh, NC. Johnson Motors a Lexus dealership that partnered with the Martin Ad Agency in Richmond Va and came up with award winning commercials the Badger TV commercials Kapowee is but one of them on rapport building ! A play on how rapport building will sell a car (posted today  just hit the play button) I will post more in the weeks to come!....because if you like a sales associate you are more likely to buy a car from them...again nothing wrong here unless it is disingenuous and false which it usually is...I always said make a friend sell a car but I meant it !

 

4.Demo the vehicle-test drive...Hey you won't buy a car you have not driven it. Percentage wise if you have a 80% demo rate you will sell 25% of the customers you see...more about that later.

 

5.Service walk -Sell the dealership not just the car into you to service a service writer the hours ,etc etc, more profit comes form the service area in a traditional dealership than sales whooooa!

 

6 Close- Try to close the sale. oh I will talk about trial closes in future blogs that's where we are taught lines or questions to ask you on the demo drive or pulling into the dealership after the test drive to gauge your temperature to buy now!

 

7. Turn over to the sales manager -To close you if we can't. Much more about closing techniques in later weeks!

 

8.Deliver the auto.

 

9.Follow up.

 

 

Well till next week when I will go into detail on each step of the sales process and go into the objections you the customer give us and how we are taught to overcome each of them in in the pursuit of controlling the process and getting your $$$$.