Create Mental Ownership
One of the most important things you can do in sales is to plant those positive seeds of them using the vehicle and them behind the wheel.
The catch: You can’t talk about them using the new car or truck or being behind the wheel unless you dig in (investigate) to learn more about who it’s for, how they’ll use it, and why they’re getting it.
So let’s say it’s for Bob – he uses it for his plumbing business, they tow a boat and take the kids to the Colorado River. He wants heated seats for his bad back, entertainment for the kids, tow package, 3rd row seating and space for the dog.
With that info, just think about what you can talk about versus knowing nothing but, “We want an F-250.”
Now talk about their future…
I always had them fill the truck bed with their equipment
or their trunk with golf clubs, or the rack they needed for their long trips.
Why? Because it not only plants mental pictures of ownership, they see you as someone who actually cares about helping them find the right vehicle for them.
When you care, selling cars is more fun and profitable.
Bob, this will be great for your business and if you’re like me and my last truck, you’ll get to set this one up even better. (Yeah, mine is a mess the way it is now.) Will you still use side boxes for the equipment you have or ??? (Probably same.)
What about your tools? (I’ll get a new box and tonneau cover, so I can lock everything this time.)
That’s great – it makes it easier to switch to stuff for the river trips. I’m guessing you fill the boat too, so how much room do you need here? (Well, we have the coolers, and tent and that kind of stuff.) This will have plenty of room for that.
I’m betting you’re a trailer pro, but you’ll still love the new trailer controls that make everything so much easier towing and at the boat ramp.
You’ll both really like the entertainment system, too, because 5 year olds & 12 year olds have way different things they enjoy. And the new system lets each control what they watch or play. And that’ll make that long trip more fun for you guys, too, huh? (Absolutely.)
And that seat’s comfortable, isn’t it? (Yeah.) And with the heat levels and adjustments, it’ll make those long days on the road much easier on your back, huh? (You bet.) And Betty, that co-pilot seat is comfortable too, isn’t it? (Very.)
Can you see how becoming totally involved with who they are and what they want makes the sale easier?
Remember this…
People don’t care how much you know – until they know
how much you care.
Your competition won’t be asking any of those questions. Because they don’t, they can’t do anything but say, “So whadda you think, wanna see what we can do?”
I guarantee 90% will be excited to work with you instead of them.
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