IYKYK or if you know, you know (in case you don’t know) is all the rage right now and when I wrote the title for…
Where in this scenario was the Customer Profile (needs assessment or investigation)?
Where in this scenario was the Trade Appraisal or current situation analysis?
Where in this scenario was the customer given a proper product Presentation based upon the customers WANTS, NEEDS, and HOT BUTTONS?
At what point did the salesperson paint the mental ownership picture to get the customer excited about owning this vehicle?Skipping each of these vital steps to the sales process leaves you with nothing left to talk with the customer about other than money. The salesperson in this scenario became a banker who negotiates money instead of an Automotive Sales Professional who build value. Any time you become the banker you are going to lose. Just because we are living in a time where customers are spending more time 'hiding' behind a computer or phone. Whether it is because they are scarred to talk and spend time face to face with other people or if it is because they just want to protect themselves from being pressured into making a decision or being taken advantage of. Whatever your customers reason it does not mean that it is OK to skip steps to the sale. The key is to learn how to accomplish every step of the sale without the customer being right in front of you.
You must learn and practice the following when the customer is in front of you and when they are not:
Always remember, you do not need the customer in front of you to do a Customer Profile or Trade Appraisal. It does not need to even be a formal process as long as you gather all of the information, by asking the right questions, early in the sales process. This includes when communicating with a customer over the phone and over the internet.
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