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16ЭКОНОМИЧЕСКИЕ НАУКИ
A GOOD WAY FOR SELLING CARS Masharipova M.M.1, Olimova N.K.2
'Masharipova Marhabo Matmurod qizi - Student; 2Olimova Nilufar Kamarbekovna - Student, DEPARTMENT OF ROMANO-GERMANIC PHILOLOGY, FACULTY OF FOREIGN PHILOLOGY,
URGENCH STATE UNIVERSITY, URGENCH, REPUBLIC OF UZBEKISTAN
Abstract: an Accenture survey of '0,000 car purchasers shows the average consumer spends between '3 and '5 hours shopping before writing a check. Considering most SaaS deals valued at~$25,000 close in an average of 90 days -- that's a fast sales cycle. Car shoppers can easily find True Market Value, competitive sticker prices, and national inventory online. That means consumer choice has become less about which dealership offers the best price and more about which salesperson they like best. So, want to know how to sell more cars? Brush up on car sales best practices, and find out you always give customers an exceptional experience.
Keywords: price, consumer, sell, contact, communication, ability, memory, remember, discuss, language, choice, earn, make sure.
1. Remember names. My teacher says, "There is no such thing as a good or bad training your brain. There is just trained memory and untrained memory." He argues, "Your ability to remember a new name has to do with your intrinsic understanding of why it matters."Consider how much you stand to earn by remembering each new prospect's name. To help with recall, once you learn a buyer's name, use it immediately. For example: Salesperson:"Hello, welcome to XYZ Motors, I'm Meg, and who might you be?"Customer:"My name is Lucy."Salesperson:"Great! Nice to meet you, Bonnie. What brings you in today?"Once you've used the name, repeat it silently to yourself several times. Use it occasionally in the conversation, and make sure to write it down once they leave. Focus on a particular feature of a person's face. It could be blue eyes, their haircut, or a friendly smile. Connect their name to a visual anchor so you remember it easily.
2. Ask questions. After you ask their name, your first question will likely be, "What brings you in today?" It's essential to qualify their answer by asking the right follow-up questions. Ask, "Do you know which car you're interested in?" "What are your must-haves in a car?" and, "Will you be the primary driver of this car?"These questions provide context about what your buyer is looking for, their budget, and who you're selling to. Their answers also allow you to cross-sell or up sell. If the customer lists safety as a must-have, consider up purchasing them on a four-wheel drive package or pedestrian alert add-on.
3. Build rapport. If you notice your prospect crossing their arms, becoming quiet, or shifting uncomfortably, stop selling and focus on rapport. If you continue to push an overwhelmed prospect with questions or selling points, you risk alienating them and losing the sale. Instead, ask them what they like to do on the weekends, what they do for work, or where they're from. These questions are non-threatening and easy to answer. Once your prospect's body language has relaxed, ease back into the sales process by asking, "Bonnie, you mentioned you like to ski on the weekends, would you use this vehicle to get up to the mountains?" This steers the conversation back to the sale and averts a crisis of cold feet.
4. Listen twice as much as you chat. Listen to prospects more than you share opinions. When choosing between a salesperson who talks over them and one who listens -- they'll choose the latter every time. It's tempting to fill any conversational pause -- but don't. By immediately following their answers with another question, you risk cutting them off before they've completed their response Similarly, if you talk during the test drive, you might
distract your prospect from formulating valuable thoughts or concerns they have about the vehicle. Instead, pause for one or two seconds after your prospect has finished speaking to ensure they've had time to reflect.
5. Treat every customer equally. My family and I recently visited several dealerships to buy a car. We were motivated buyers looking for a car we would share equally. At every dealership, the salespeople looked at my dad directly and asked what he did for a living. Each time, I waited for them to ask me the same question -- two months later, I'm still waiting. This might seem like a small or insignificant overlook, but it stood out to me. When partners are buying a car together, don't assume one is investing more than the other. Ask each of them the same questions so everyone feels like a valued part of the sales process.
6. Don't disparage other dealers. Don't disparage other dealerships. When prospects mention competitors, avoid the temptation to trash talk. Reply with, "I see," or "Alright," and explain what makes your dealership different. By focusing on the benefits your dealership offers, you avoid making a negative impression on your prospect, and you've further illustrated what makes your business the better choice. For example, instead of saying, "Oh, Dealership X offers terrible warranties. I don't think you'll find what you want there," say "We're offering a five-year warranty on all new cars. This offer is exclusive to our dealership!"
7. Don't be pushy. When a prospect is on their third test drive of the same car, it's hard to keep yourself from asking, "So, are you ready to buy?" or "What do you think?"Instead of asking direct or overly broad questions, say, "So, Bonnie, could you see yourself driving this car?" If you're feeling confident, ask, "Is this a car you would buy today?"These questions continue to prime the buyer without cornering them or giving them too much to consider. The latter is also a great alternative to the desperate-sounding, "What can I do to get you to buy today?"
8. Make eye contact. As your prospect is speaking, make sure to hold their gaze. Look directly into their eyes for up to five seconds before smiling, changing your facial expression, or altering your gaze. Any longer and you risk having a glazed, unnatural, or creepy expression. Any shorter and you might appear disinterested or impatient. Remember, it's difficult for some people with autism, social anxiety, or Asperger Syndrome to make or hold eye contact. If someone is avoiding your gaze, be sensitive to their needs and hold a soft gaze that doesn't make them uncomfortable.
9. Avoid using untrustworthy language."With all due respect," "I don't want to waste your time," "Honestly" and "To be honest with you," are obnoxious sales phrases that make you untrustworthy. Instead, say, "I see where you're coming from. Would you mind if I offered a different opinion?" and wait for your prospect to respond. And, instead of saying, "To be honest with you," or "I don't want to waste your time," simply be honest with your prospects from the start, and you won't have to clarify your statements.
10. Discuss price last. When you ask, "Is this a car you're ready to buy today?" and the answer is "Absolutely," it's time to discuss price. Payment, cash down, and trade-in value are all part of this process. Wait until the buyer is in love with the car and ready to buy. Then, leverage your sales manager to negotiate a price that will give your buyer a fair deal and maximize the dollars in your dealership's pocket.
References
1. Singh Sarwant. "The Future of Car Retailing". 29 April, 2017.
2. Quinland Roger M. "Has the Traditional Automobile Franchise System Run Out of
Gas?". 21 April, 2016.
