How To Increase Your Sales 50% Overnight

One of the most important things to understand is that to sell more units, you can’t sell price; you have to sell value.

Can you get from 10 to 15, or from 20 to 30 overnight? You can, but if you want to increase your sales, you’ll have to stop quizzing people about their budget to select a vehicle, and instead find the perfect vehicle for them, and then handle price. Why? Two reasons:

1) People have two budgets: There’s the ‘hope to’ budget they give you when you first ask them what payments they’re looking for, how much down they have, what they want for their trade, and what they owe. Then there’s the other budget everyone has, which is what they’re ‘willing to pay’ when they find the perfect vehicle.

You will never find the perfect vehicle for them if you talk about money first, because they’ll give you their ‘hope to’ figures on price, down, payments and their trade and those are impossible numbers for what they want to buy and they know that. That’s why they also came up with their other budget, their willing to spend figures and willing to take on their trade if you find that perfect vehicle for them.

To get to their highest budget figures though, you have to sell the vehicle first, and wait to talk about the money until you’re in your office writing up the deal. Extra benefit: Your gross is intact because you haven’t discussed discounts or any other figures on the lot.

2) People buy based on the value you create, not how cheap you offer to sell them a car. Build more value and you’ll deliver more units with higher gross profits and much higher commissions.
The most common “yeah but”…

“If I don’t find out what they want to spend first, I’ll end up writing some people on too much car.”

Here’s the catch: 8 out of every 10 people you talk to buy, and 7 buy within a week of stopping at the first dealership. That isn’t a question or speculation, it’s a fact. That fact means if you have a 20% closing (delivery) ratio, you’re missing 6 deliveries out of every 10 people you’re talking to now.

If you wrote more people, even though some would be on too much vehicle, would you sell more units? Of course.

So clarify your goal. Is your goal to sell more cars and make more money? If so, the only solution is to assume everyone can buy, and will buy from you today if you find what’s most important to them, and then write them up. To do that, skip price and focus on value.

Why? Because when you prequalify, you can end up putting people on cars they don’t want, and skipping steps in the selling process. To sell more, find their perfect vehicle, and they’ll find the money it takes to get it.

For more information on selling, get Joe Verde’s latest book, “Earn Over $100,000 Selling Cars – Every Year.” Go to http://www.joeverde.com/ to get a free PDF or order a free soft cover book.