There are two types of information you want from the customer
What you need to know
What you want to know
There is some information that will be in grey areas. Mid-way between the two. Don’t get bound up in definitions. This is only a way to communicate the car selling techniques.
Need to know
This is the information that is crucial to you.
You need this to know where to start when you present your sales proposal to the buyer. I’m not going to list it all here. It will be specific to your car sales role.
It will vary depending upon the type of cars you sell, and the car sales operation where you work.
Write a list of the information you need. Give this some thought. It’s important to your success.
Doing this exercise will give your questions direction and focus.
Later you’ll see car sales training that considers how much attention time you get from the customer and how to make best use of it.
Knowing your list of vital sales information is part of these car selling techniques.
Want to know
This is the car sales information that helps you if you know it.
The need to know information directs you to the right car. The want to know information helps you present to the buyer how this car gives them more of what they want.
In your particular sales role the buyer’s budget may be need to know information at this stage of the sales process.
How they are going to pay could be want to know information. It will become more important later. But for directing you to the right car to present to the customer, it isn’t need to know information now.
Write another list of want to know information. Spend some time on it. Your future success, your earnings, and your lifestyle are worth investing in.
How you will get all that information
You have a list of the information you need and want
To get the best information from the buyer, use these car selling techniques as you question their needs, wants, and desires.
To allow you to question the customer, they must know you, and they, are in a selling process.
If you start asking questions without stating why, you could frighten them off.
If the customer has indicated they do not want to be in a buying process. They are just looking, gathering information, then you have to question appropriately.
And you still want to spend your sales time with them, you’ll have to start at a conversation level and build gently into a sales process. That’s why a great introduction is so important.
Get them talking and direct the conversation
People love talking about themselves, their family, their work, hobbies, home.
And that’s exactly what you want. To get them talking about themselves not the cars.
The same car can be something very different to each individual.
A way of attracting a partner
Tool for work
Customers won’t always think in these terms.
They may be reluctant to admit what they really want a car to do for them.
If a middle age man, like me, came into your showroom to buy a sports car, he may tell you what he wants it to do for him. He may also want the car to do things for him that he doesn’t want to admit. Perhaps even to himself.
A young married woman wants a car that is cheap to run. She may say she wants a green car with low fuel consumption, because it’s good for the environment.
How many 4 X 4 owners really need off road capability?
And when you’re questioning buyers and partners it gets even more complicated.
As a car sales person you become a psychologist and study social science in action.
Use your car selling techniques. Work on your car sales question lists. Start to see the real answers the customer is communicating.
Great questioning skills
Great questioning skills get you great information
What makes you a great sales person is, how you interpret the information the customer gives you.
And how you use your car selling techniques to get honest answers from the customer.
So what’s the best sales questions process to use
Get the customer talking
Forget all the rubbish you here on sales training courses about starting conversations with questions that start with
Who What Where When How
The customer can still answer with a one word answer. Encourage them to talk. A great car sales technique is to use car sales questions that start:
Tell me - Explain for me - Describe how - Give me an understanding of
Start them talking and keep them going
Once they start talking don’t stop them by suddenly changing direction.
Keep on the topic you’ve started and use the Who What Where When How questions to gently move in the direction you want more information from.
Example: What is it you’re looking for?
Think of the car sales techniques on questions as a funnel.
The first question is wide open. These second tier questions are starting to be a little more narrow in focus. You use them to get information that is just a little more specific.
Open leading questions
Giving more specific direction for the answers
Still using the Who What Where When How to start the questions. These car sales techniques are starting to narrow the funnel and get the customer thinking in more detail.
These car sales questions are leading the buyer.
What shade of red?
How many seats?
What size engine?
Who else will be driving?
Alternative closed questions
Leather or fabric interior?
Petrol or diesel?
4 or 5 seats?
Alternative questions that have closed answers
You’re narrowing down the choice to get more specific information that will tell you what to present to the customer
These are Yes or No answer questions
They start with words such as:
You’re at the base of the funnel. You should now have all the information on this particular topic.
You’ve gone from the wide open conversation promoting questions. To the closed sales questions that give you the fine detail.