With years of industry-wide branding & sales techniques, car dealerships across the nation are still struggling with “the used car salesman” stigma that was caused by dealers exploiting consumers after World War Two. The Cox Automotive Buyer Journey study from 2019 identifies that 16% of shoppers were not in favor of purchasing from the first dealership they visited.
The reason being was previous poor sales experiences and this is something that is affecting dealerships. The same survey unit also found that almost around 78% of shoppers preferred third party sites online for their information. 53% have trusted the dealership for their research.
While the industry has put effort into cleaning their tarnished image, numerous buyers still walk into showrooms with their guard up. Let’s take a look at how car dealers can go the extra mile to win over their customers and finally close some sales.
Building up a cordial relation– Creating trust in the dealership as well as branding is an effort that the entire team needs to embrace. Car dealers need to build trust with shoppers at every stage. Be it on the phone, through the mail or in the showroom, one needs to make the customer confident in purchasing a vehicle. It is all about the process of making the customers feel the respected before they do business with the dealership.
Be it an inbound phone call or through a referral, any prospective customer should know your name first. Of course, you need to tell them your name as you begin the conversation, but that can be forgotten, and business cards can get lost. If you can arrange a meeting with them at the dealership, just inform them that after they reach they should ask for you.
Listening is one of the key skills that you must learn in sales to build the trust of the customers. Great listening is not just through the ears, your body language will let the customers know that you are paying attention. Make eye contact and put a smile on your face. Avoid being flat and giving monotonous responses.
The biggest part of building rapport and winning trust is by asking probing questions. By doing this you will find some common interests with the customers. Use the common interests to keep the ball rolling. When the customer is engaged in conversation with you , you can remain confident that they will be more inclined towards buying the vehicle.