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Automotive Sales Training Tip: Create more urgency early on a visit
Hello and welcome to Wye Pro Tips, I'm Hector Bosotti. Today's topic is entitled, creating urgency. Now, many of you have been in the business for many years and recall how many of our sales managers who we worked with, always wanted to meet and greet our customers on a lot or even on a call by saying something similar to this, "Hey folks, are you here for the big sale? Are you here for the VIP sale? Did you hear about the sale?" The reason our managers wanted us to say this, was to create some immediate urgency and some interest with a customer. See our managers knew back then that there were many customers who are coming to a dealership who are fully prepared to buy a car.
Now, all customers are coming to a dealership are buyers, we know that, but there was some customers that left their homes with no intentions of buying. They said to each other, "Okay honey, we're just going out to look. Let's not get too lovey-dovey with those sales people. You know the way they are. I'll remain relatively quiet and distant maybe a little rude just to test them." We've all heard that before, and perhaps you've actually practiced that when you've gone out to go shopping for big get ticket item. By doing so and creating urgency immediately are you here for the sale, it snaps that customers frame of mind and creates that curiosity.
In 2007, Canadians were spending 120% of their disposable income. Today, that number is fast approaching 170%. Canadians are getting in debt at an alarming rate due to two factors, low-interest rates, and lines of credit. I want to give you an example here. If you and a significant other were walking in an indoor shopping mall, and you are going down a wing, and you got down to the end of the wing to make the turn there was a big department store will call it the Bay, as an example. Across the opening, they had a big banner that said Bay days 40% off everything. You stop, you turn you look at each other and you say, "Hey we don't need anything, but maybe we should go in and have a look anyways." Both of you turn and you go into the department store. That's otherwise known as selling, which is your ability to influence the thoughts, emotions, and actions of others. Persuading people to do what you want, convincing them to do what you want them to do. That sign 40% off everything, makes customers turn in. We suggest that you also take a similar approach but sort of modernize it.
Years ago we just say, "Are you here for the big sale?" Today we can say something a little bit different. Apart from the terrific programs our manufacturer has to offer, our deals arrange for two special programs that you might want to take advantage of. It usually only happens around Christmas time, but you can defer your payments. Many customers have obligations and other projects around the house that might be preventing them from getting the vehicle they want. Or perhaps you've been making vehicle payments for many years. I wouldn't mind the breathing room that no payments could offer you. You could defer your payments anywhere from 60 up to 180 days on approved credit. It's kind like buying at the brick and Leon's you can have your cake and eat it too. You mentioned earlier that you didn't own any money on your vehicle. A great option a lot of our customers are taking advantage of today is cashing in on the equity on their vehicles, a cash back when they pick up their vehicle.
With interest rates as low as they are, some customers actually ask you that, but we need to perhaps pro-actively get these extra payments on the proposal sheets that we offer our customers to create that urgency and interest. In doing so you'll resolve a lot of hidden objections that customers have. Those hidden objections are usually revolving around money. Other financial obligations or maybe conflicting wants. She wants the landscaping, he wants a vacation, she wants the kitchen, he wants the golf membership. All kinds of reasons preventing people from getting the vehicle they want and need right now. You know what's really funny, we don't have any stats to back this up, but we know through our experience, many customers don't want to give you their home number because they don't want you calling them at home. Because their significant other doesn't even know that they're out looking for a vehicle. Because if they found out they'll chew their head off.
For Wye management, I'm Hector Bosotti. Stay tuned for more Wye pro tips coming your way. For more great content like this or to learn more about our Automotive Training Programs please visit: http://wyemanagement.com/ or call 1.888.993.6468 and discover how an automotive training solution could work for your dealership.
