Automotive sales training report full of tips to building rapport
Mak
Are car salespeople afraid of building rapport?
Often times, you'll notice that the moment a car salesperson meets a customer they are trying to close the sale. Not only that but they are trying to close the sale on price. So think for a moment how much money you're leaving behind if you are trying to close the sale on price.
Getting the customer to like you is key to grossing high per deal and closing the sale. You must get the customer to like you if you want to make real money in the car business. So why not slow down and build rapport and get to know the customer? What this will allow you to do is gain control of the sales process. Building rapport will slow things down and allow you to smoothly follow the basic step to a sale.
The customer is completely aware that they walked into your dealership to buy a car. And they are also aware that you are there to sell them one. Since all of this is common sense try making the customer feel as if they are here to own a vehicle rather than you are there to sell them one. There is a difference. Because customers in general don't like being sold to.
If you've been selling cars for a bit now then you know people don't like being sold to. So start by asking tons of open-ended questions to make them feel comfortable and at ease through the entire process. Break the ice as quickly as possible. Ask them questions such as:
How long the have you lived here?
Do you go on any long vacations?
Whatever it is you are talking about to build rapport, just get off the topic of trying to sell them something and make them feel comfortable with you ASAP. Now as you're building rapport, you should also qualify the right way. Building rapport and qualifying goes hand in hand. If you qualify properly, this will allow you to present the proper vehicle rather than wondering the lot presenting fifty million choices, which would only confuse the customer. But the point I'm trying to make is you must build enough rapport. If you do, it will only increase your chance of closing the sale.
How long should the car salesperson build rapport?
No one can tell you how long it should take. That will vary from customer to customer. Some are easy and some people are tough. But if you have control over the conversation then I would say it's fairly easy to build rapport.
If one of your strong points is that you're very humorous, use that to your advantage. Just don't be rude. Customers are much easier to close when they are having fun, laughing and having a great time. Mastering these selling skills is a must. There are tons of others I teach. But building rapport is a must to succeed in the car business as a salesperson.
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