The beginning of any type of car sales training regimen starts with the basics. Right after an orientation of the sales process and an overview of the steps and the reasoning behind the steps it is time to dive right into the steps of the sale. This is a brief rundown of the actual steps and the order in which they will be implemented. Each one of these steps is a whole subject in itself, but for the sake of this article I will briefly explain each one and why we use them to sell automobiles.
Meet and Greet
This is exactly as it sounds, you will introduce yourself to the potential customer and learn their name. The words and the body language that you use during this introduction are important and they set the tone for your time spent with the client.
Now it is time to discover the purpose of your customers visit. You will ask questions, but as you will learn in any reputable car sales training class that you don’t ask them if they are here to buy a car. This can be one the easiest ways to put the customer on the defensive and make your job even harder to perform. This is where a sound education of how a person perceives the car buying process will be invaluable to your success.
This part of the sales process starts with verbal communication and moves into seeing and touching the vehicle. Models, trim levels and options are discussed while trying to determine what the customer’s hot buttons or must haves that will influence their decision to purchase a vehicle. The car salesman will use scripts and word-tracks that they learned during their sales training to help the customer make a choice.
Walk-Around or Presentation
Now that your customer has selected a vehicle it is time to do what is called a walk-around. This is where the salesperson will get the keys to the vehicle pull it out and away from any other vehicles while present all the features and benefits of the car. The presentation should take as long or as short as the potential buyer’s attention span focusing on their hot buttons. This is an area where the sales person without the proper car sales training can lose or turn off their customer.
This is a critical step in the car sales process and where the proper auto sales foundation will shine through. The salesperson should drive first and demonstrate some of the features they have talked about during the walk-around and then let the customer drive. This is also a good time for a few trial closing statements, but not the time to close the deal.
Addressing the Trade-In
If the potential customer should have a trade-in vehicle this is the time to get the keys, gather the information and inspect the vehicle. Now that you have inspected the trade-in you need to be very careful about what you say because this can make or break a deal. The car sales training that you receive will teach you exactly what to say and when to say it in the stage of the process.
Present the Numbers
This is where things can get sticky, but your sales schooling will prevail if you paid attention. This where deals are made and lost every day and one area that requires finesse and a cool head. The numbers along with negotiating and closing is where the rubber meets the road. I could spend days on these subjects alone, but we are all about the basics of selling car right here.
Negotiation and Closing
Customers typically don’t like to negotiate, they just want a good deal and they don’t want to jump through hoops to buy an automobile. The principles you learned during your auto sales training are for closing the deal. If you did your job well this when you will find out and if you didn’t you will know that too.
Assuming that the deal is closed the next part is the delivery of their purchase. This includes prepping the vehicle for delivery, writing up and filling out the proper paperwork and ultimately bringing you customer to the Business Office or commonly called the F&I Department where they will sign all their documents, arrange payment or financing. After they are done in the F&I Office you will take them to their newly purchased vehicle and perform the delivery where they will drive home in their new car.
That might not sound very difficult, but being a successful car salesperson requires a good foundation that starts with the car sales training basics. From there you will learn the finer points of selling automobiles for a living and how you can earn a six figure car salesman income.