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Make It About Them

I read a survey about what customers look for most when they buy a new vehicle.

Some of the key points in the survey…

• An arrogant or pushy salesperson is not appreciated. (Wow, who knew!)

• They’d prefer to talk to a salesperson who was polite and friendly (aka: built rapport), who knew their product inside and out and seemed to care about what they wanted / needed (aka: investigation) instead of just making a sale.

• ‘Coefficient of drag’, and ‘cubic feet’ of truck size are important, but not tops on their list. It isn’t surprising if you think about common sayings in sales; “Sell the sizzle, not the steak,” and, “Sell what it does, not what it is.” (aka: Sell to their Hot Buttons and Benefits they want.)

• Of everything in the survey, trust stood out as the most important reason people said they purchased from a particular salesperson. This fact is backed up by the percentage we always cover: 71% said they bought because they liked, trusted and respected their salesperson – and 71% who said they found a car but didn’t buy, said it was because they didn’t like the salesperson, process or management.

If you want to sell more, keep it simple; just follow what Zig Ziglar said:

“You can have everything you want in life, if you’ll just help enough other people get what they want.”

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