5 Big Ones!

The decisions every customer has to make…

Before a customer can justify taking delivery of a new car or any real expensive product, they ask themselves these 5 questions.

Most don’t ask all of these out loud, or consciously even think about them.

But each has to be a ‘yes’ in their mind. That’s why you have to ‘sell’ each one, and the answer to each of these has to be ‘yes’.

Common Sense: Satisfying their ‘needs’, plus the more expensive the product – the more important a ‘yes’ is for each question.

Everyone will have these 5 questions, and they need to be satisfied that their answers are all ‘yes’, before they’ll buy.

These are the same questions we all have to answer when buying.

Your job in sales is to make sure
they’ve answered ‘yes’ to all 5 questions.

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Do I need all of the benefits this offers?

“Is this more than I need?”

This question is solved with an effective (FAB) feature, advantage, benefit presentation.

That’s why it’s so important that you investigate (learn more about what they want), before you start telling them everything you know.

Problem: Most salespeople get stuck on price, because they don’t know how to take it out of the conversation.

That means they never get to stay focused on the car and answering these questions.

Is this the best product for me?

People may know what features they want, but most brands offer almost all of the same things.

So a customer looking at a Ford will ask themselves if it’s best for them, or should they take a look at a Toyota or Chevrolet, etc., too.

Is this the right place to purchase my vehicle?

OK, they’ve decided on the Ford. So now it’s ‘which’ Ford dealership. Closest & cheapest is nice, but best service is also a deal maker. A ‘service walk’ is a value building presentation of your service department & employees.

Is the price right for the value I’m getting?

The right price is relative to value, and value is a feeling. If you’ve built enough value in your product and dealership, the price will be fine. If you didn’t, hang on; because now comes the grind.

Is this the right time for me to buy?

You have to create your value and urgency in 1-4 and head inside without focusing on price, or it will turn into a price dropping contest.

In 1-5, you have to convince them of the benefits, why it’s the best product, why the value is great, and that this is the right place.

There’s a gold mine in sales. Just learn more and start digging.

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Sell more cars with Joe Verde’s sales book, “Earn Over $100,000 Selling Cars – Every Year” for a free PDF or to order a soft cover book.