Automotive sales training guide to using humor for selling cars
Mak
A true story about being humorous
I have a friend that's a salesperson in the car business. Now, he is extremely good at what he does. He is very good at following the basics, a great closer, following up, prospecting etc. But one of his strong points is making people laugh.
When the showroom was jam packed with customers, he was a true show stopper. He would put on these silly glasses with the big nose and moustache and start with this entertaining hilarious speech right in the middle of the showroom. A gimmick like this worked for him. Every customer didn't talk to him. But the ones that did were very easy to sell to because of the strong rapport he had with that customer. And there is absolutely no reason why you can't get creative and find your strong points.
Now I'm not saying for you to turn into a stand up comedian like my friend, but all I'm saying is if you have a great sense of humor, use that to your advantage. In my experience selling, I have noticed that superstar salespeople in this business are ones that work smart, follow a plan and has a great sense of humor. All superstar salespeople are very likeable and they spend a lot of time, effort and money on educating themselves to get even better. But the ones that think there is no room for improvement, those are the ones that never grows. Learn to make a friend before you sell them something. Making a friend is the same thing as building rapport.
Be aware of getting caught up while building rapport
Doesn't it feel good when you sell a vehicle and have a happy customer because you made a friend? Well then you need to build a lot of rapport. But remember your main objective, and that's to sell a car. So try not to get emotionally involved with the customer. There is a big difference between getting emotionally involved and building rapport. Avoid believing everything that the customer tells you. If you start to sympathize for the customer then you'll have a tough time closing the deal.
Think about this; if you're emotionally involved, how will you present your deals to your managers? All you'll end up doing is sympathizing for your customer. If you approach the sale this way it will weigh your judgment and affect your selling ability.
Try to empathize with your customer rather than sympathizing with them. Your customers are spending thousands of dollars on these vehicles. So YES, you do need to be understanding towards their feelings. Because if you understand them, you'll have an easy time gaining trust. You need trust to close deals. So learn not to sympathize. Build rapport and empathize to gain trust and close the deal.
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