♪ ♫ ♪ It’s the Most Hideous Time of the Year ♫ ♪

by Sue Schnorr on July 12, 2013

It’s like Christmas in July. It’s fun in one sense – in that I’m picking out a new car – and painful in another, information pills since I’m dealing with untrained sales car sales people.

Hum along with me to the tune of “It’s the most wonderful time of the year.“  You know that Christmas song, right? Except plug in hideous, in exchange for wonderful and you’ll get the feel for my car shopping experience.

After a long night at the dealership yesterday, I have some tips and friendly reminders for sales reps — otherwise known as …

The Top Six Ways to Blow a Sale

How the car salesman blew it: What you can learn about this in professional B2B   selling:  
  1.   Don’t ask about what the customer wants in a   vehicle or what’s most important to her.
Plan and execute a thorough   Q & A to uncover the client’s current and future needs.
  1.   Interrupt the customer and drone on   incessantly about the car’s features.
Listen! You have two ears and one mouth. Use them in that proportion.Record your conversations on a LiveScribe SmartPen – and listen to   find if you interrupt. Do you allow your customer to do most of the talking?Only when you have uncovered the customer’s explicit needs, can you   make a recommendation!
  1.   Get annoyed with her daughter when she hasn’t   even gotten annoying yet. Lord knows the “angel” can even frustrate Mother   Teresa, but for the Love of Pete, the girl was acting polite for once and you   were impatient with her. Way to alienate your customer. Cardinal rule for car   sales people: Thou shalt be tolerant of the buyer’s family members!

 

Treat all employees, vendors and associates with respect.Network with them, learn from them and partner when possible for   cross-selling opportunities.
  1.   Keep your customer waiting and play pricing   games even though she called ahead to asked to deal with the manager and   explicitly said she if she couldn’t deal with the manager, she wanted to work   with a “professional” sales rep who would give one bottom line price and   wouldn’t go back and forth on pricing.
Have integrity.Keep your word.Read Trust Based Selling by Charles H. Green and Selling with a Noble Purpose by Lisa Earle McLeod
  1.   Contradict her and tell her she’s wrong when she   tells you how paid for her last car. (Customer is never right. Bawhahaha.   Then, soft pedal it and say, “Well, you may be right.” OF COURSE, she’s   right, you bozo!)

 

Don’t be a know-it-all!If you don’t have anything positive to say, don’t say anything at   all. This goes for your thoughts on the competition as well!Let your reputation speak for itself – this is especially important   as you build credibility in social media.
  1.   Say,   “That was your biggest mistake, looking at the manufacturer deals.”  Way to forever alienate the customer, bucko

 

 

Sum it up to say that sales people must understand what is important to a buyer before they can make a recommendation and get the sale. It’s a simple principle, and universal truth in all things sales. Yet, it is so often mucked up as I saw last night and probably will see again, as I continue to shop for a new vehicle at this most hideous time of the year!

 

 

 

 

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