Automotive Sales Training Tip: Understanding the Difference Between Relationship versus Task Buyers
Hi, this is Chris Schulthies. Welcome to SUCCESS TIPS.
As a professional Sales Consultant it is critically important to determine whether your customer is a RELATIONSHIP Buyer or a TASK Buyer. In determining which you have, you will need to alter your sales approach and accommodate your customer’s buying style.
A RELATIONSHIP Buyer places great value on the relationship with the Sales Consultant and views the Sales Consultant as a partner in purchasing a big- ticket item. They want to buy the vehicle ‘with’ the Sales Consultant (in partnership), not ‘from’ the Sales Consultant. Although this customer is well researched, they are very interested in your opinions and recommendations. A RELATIONSHIP buyer also weighs more of their decision based on their perception of the Sales Consultant’s trustworthiness, professionalism, courtesy and enthusiasm. This buyer also wants to spend more time in getting to know the Sales Consultant on a personal level with small talk and a coffee; these conversations will be personal, lifestyle-oriented and little about the vehicle itself. The RELATIONSHIP buyer is open, warm, friendly, smiles and wants to enjoy the process of buying a vehicle. They make a friend first, and become a customer second.
With this type of customer be enthusiastic, casual and friendly. Be energetic, upbeat and optimistic. Ask for their opinions and ideas and let them talk. Use visuals when conveying information - they will absorb and remember more. Allow RELATIONSHIP Buyers to interact with the vehicle by touching and feeling – an animated vehicle presentation will be critical for this type of buyer. Provide testimonials and stories from other customers and emphasize how well liked your vehicle is by other people. And with this type of buyer, always assume the sale. For example; “Lisa, if you have no further questions, I will introduce you to our Financial Services Manager to complete the details and organize a time for the hand-over of your new vehicle.”
A TASK Buyer places little value on the relationship with the Sales Consultant and views the Sales Consultant as a ‘necessary evil’ to get to the final result. This buyer would rather deal with the Sales Manager or Dealer Principal directly if given the choice. This customer is “all business” and is often assertive, cold and aloof. TASK Buyers are not interested in small talk and sharing personal life details, nor in getting to know the Sales Consultant on a personal level. In fact, this buyer wants to spend very little time (if any) in getting to know the Sales Consultant and would prefer to keep the dialogue limited and focused on the task of purchasing the vehicle. They are not interested in the recommendations, opinions and guidance of the Sales Consultant and will make a final decision with little or no input from them. A TASK Buyer weighs their decision based on their own, independent research. The TASK Buyer wants to complete a business transaction in an efficient and timely manner.
With this type of customer move quickly and efficiently. Limit the amount of socializing and do not try to take control. Accept their bluntness. Avoid hype and enthusiasm and treat the interaction as more of a professional business meeting. When asked questions, give concise, direct answers. Give limited payment options – TASK Buyers are natural decision makers but want a professional to narrow their choices for them. And with a TASK Buyer, confidently ask for the sale every time - this gains their respect.
Wye Management offers both LIVE and ONLINE training workshops and in-dealership training. To view additional VIDEO SUCCESS TIPS and learn more about our various programs, visit wyemanagement.com.
Thank you for watching. I’m Chris Schulthies.
