Car sales training focused on giving an attention grabbing sales presentation that closes the sale at an unconscious level.
Many car sales people hit the buyer with feature after feature. How boring. Is the customer going to buy a car because of a technical feature? How many of your buyer’s can even identify engine parts, or care about the technical features? They are going to buy that car from you because you have shown them what the car will do for them. You have presented the benefits of the car sales and rental that match their wants, needs, and deep desires.
You know all the features of your cars. You want to show off your great knowledge in order to build credibility with your customer. But if you lose their attention you will not get them to that magic buying state. To move your customers to an emotional place where they are ready to buy you must know what they want, and give it to them in a way that fits into their view of the world.
They don’t want a car
They want what the car will do for them. For some it will be a gleaming fashion accessory to attract admirers, and a sound system that is more important than the safety features. For others the car is a necessary tool, or a reliable means of transport. The buyer that cranks up the miles enjoying their leisure time will see a car from a different viewpoint than the daily commuter. The caring parent wants a safe way for the family to travel, and will benefit from in-car entertainment. While the rebelling student may want a unique statement on wheels that says who they are.
How are you going to meet that multitude of needs, wants, and desires, with technical features about a machine made of plastic and steel? The answer is, you’re not. The features of the car are only ways of proving how the car gives the buyer the benefits. You have to relate those features and show how they will make real the pictures and feelings they have about the car they are going to buy.
Never assume to know what they want
The above examples are only possible buyer needs. Use your skills as a sales person to learn your customer’s real needs. An important car sales training point is, the buyer may not be conscious of their real desires. Will that middle age man really admit to himself why he wants the sports car? He will tell you it’s because he always wanted one, and only now can he afford it. The customer that tells you they are concerned about the environment may really be more worried about the cost of fuel. How many 4 X 4 off road owners ever drive over anything more than a speed control hump? Even with technical evidence that the gas guzzling 4 X 4 is not a safer vehicle to drive, many buyers still give safety as a reason why they drive one.
Great automotive sales training is about matching features of the car to the benefits the buyer really wants. The buyer wants to achieve an emotional feeling from their purchase. To understand those feelings, and identify how they will achieve them, the buyer makes internal pictures and holds internal dialogue. You find the surface needs, wants, and desires of the buyer, at the questioning stage of the sales process. But there are car sales techniques that help you get the deeper emotional triggers, and very few sales people become competent at using them.