The 5 Big Ones

Why do customers seem so cautious or hard-headed about spending 20+% of their take home pay on the payment? That’s easy, and here are the 5 questions and answers every customer has to feel confident about before they’ll buy.

Every customer looking for a new or used vehicle, will have several ‘preconditions’ that must be met before they’ll buy. They’re the same conditions or questions we all have when buying.

They may not ask out loud, but the answers to each of these, not just one or two, have to be an affirmative (yes) or most just ‘walk’.

Note: The more expensive the vehicle, the more important a ‘yes’ is for each question…

Make yourself understand this and plan your presentations to make sure they’re answering every built-in question and objection.

1. Do I need the benefits this particular vehicle offers?

This is why you have to give an effective feature, advantage & benefit presentation and demonstration that focuses on what you’ve learned is most important to them.

The biggest issue that costs sales, is letting the focus be on price when you’re investigating, and presenting features & benefits.

Once you let price, trade, down, payments, etc., into the investigation instead of focusing on wants and needs, it’s almost impossible to take it out of the conversation.

Take my course on “Price” or read my book* and you can avoid price 90% of the time with one question.

2. Is this the best vehicle for me?

People may know exactly what features they want, but all manufacturers offer pretty much the same features.

If a customer is looking at a Ford, they’re also asking themselves if they should take a look at a Toyota or Chevrolet, etc., too.

3. Is this the right dealership?

OK, they’ve decided on features, they like Ford, now it’s ‘which’ Ford dealership. A ‘service walk’ helps more than you can imagine, and will help you deliver more vehicles.

4. Is the price right for the value I feel I’m getting in return?

The right price is relative to value, and value is a feeling, not a number.

If you’ve built enough value, the price will be fine. If you didn’t, hang on, because now comes the grind.

5. When should I buy, is this the right time for me?

You have to create urgency (without focusing on price) and convince them today’s the day to put their shopping behind them, and to start enjoying their new vehicle.

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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.