Many car dealerships I’ve worked with are still living in the past and using outdated methods to try and drive sales.
Ever notice that traditional media such as radio, television and newspapers don’t even use traditional media to promote themselves? I mean, why is it that I see radio channels being promoted online? Or newspapers asking for subscriptions using Adwords? Hmm… Maybe it’s because they’re promoting where the people are.
Yet most dealers use the same old tactics they’ve always used, with continuously slowing returns.
Here’s a little tip that ANY dealer, any salesperson could start using TODAY.
I call Selling With Pictures.
When someone comes into your dealership, they’re hot. Even the person who claims they’re just passing through has some part of him that secretly wants to buy, otherwise they wouldn’t be there.
And that’s okay. A lot of people misinterpret the common “I’m just browsing” as “I’m not buying”, but that’s not the case. So here’s an easy way to get them to start feeling like a buyer, or new car owner.
When the client is looking at a car with intent, they glide their hand along the hood, admire the lights and take a peak inside, don’t just watch! Take charge and lead them to where you want them to go…the DRIVERS SEAT!
Don’t ask them if they want to sit in it, and don’t casually offer! Open up the drivers door and in a fun and playful, perhaps flirtatious tone, say (TELL) “go on, have a seat” and maybe point out something unique that’s inside the car. Something that they’d need to sit in it to experience. Maybe it’s the comfort. Or lack of blind spot. Or great mirrors. Or great seat warmers. Etc.
It doesn’t end there! Once in, close the door and compliment how good they look in the car, build them up, but don’t do it without heart. You need to truly believe that the client looks great in the new car. Then, all in a playful tone, say something along the lines of “hold on, let me take a picture of you and I’ll send it to your phone so you can see what I see!” then pull out your phone, snap a pic, ask for their cell number and send it that very second!
“But my prospects are older and don’t have smart phones”. That’s baloney. Sure, the odd one might not, but the fact of the matter is that MOST seniors are now carrying smart phones. And here’s the best part, most don’t know how to use them, so when their phone beeps and you show them how to look at the picture you just sent them, you’re already a star in their world.
Now, depending on how good of rapport you’ve established so far, you can take this even further. I’ve had some folks then say “oh let’s have fun with this and tease your spouse by sending her the picture to!” (Of course, pay attention here, if you notice a ring, that’s a good sign, if you don’t, be careful!)
Or, if you’re really building that relationship and both parties are having fun, upload it to Facebook and tag them in the photo.
The point is simple… you want them to start to feel like it’s their car. Imagine trying to buy a new dress without putting it on. Or being able to put it on but there aren’t any mirrors around to see what they look like. That’s a much tougher sale. It’s like that with cars… Heck worst case bring in a big mirror on a rolling stand that allows them to see how sharp they look in the drivers seat!
If you want them to start to own that car, they need to see themselves in it.
And if they have that picture of them in the drivers seat on their phone, it’s so much more powerful. And the next time they pull up to a glass store front and catch their reflection in their old car, what do you think is going to cross their mind???
So help your client see themselves in the new car by showing it to them.
And it doesn’t end there… There’s so much more you can do…. But I’m all out of time and will save it for another day 😉
If you’ve found this helpful, feel free to share it 🙂
To your success,