Selling cars is tough these days. Not only is there more competition out there, but people are keeping their autos for longer. The latter is due to our turbulent economic climate. Let’s face it; if money is tight, how can you afford to buy a new car?
As you can imagine, car dealers have to work extra hard to entice new buyers into their showrooms. If you’re an auto dealer, you’ll know just what I mean! The good news is there are some practical ways to make the job easier. Here are nine ways to help you sell more cars:
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1. Don’t hire bad salespeople
All car dealerships have salespeople. But, have you ever noticed that some are young and dynamic while others refuse to evolve with the times? Your staff are without a doubt your biggest assets. Make sure you invest well.
2. Be friendly and welcoming to showroom visitors
Car buyers are suspicious of dealerships. They also don’t like the experience because they feel you will pounce on them! All you should be doing is greeting them in a friendly manner. Don’t even ask them how you can “help” them. Let them ask you for help when they’re ready.
3. Don’t give your sales staff unreasonable targets
Sales is a pressurized industry. Your staff will be under pressure to reach their targets as they don’t want to get fired for poor results. Let’s face it; we all need targets to motivate us. Just don’t give your sales staff sky-high targets to meet each month.
4. Be sure to go on test drives with potential buyers
The idea isn’t to make sure they don’t steal your car (that’s what insurance is for). You can use the opportunity to better understand your buyer’s needs.
5. Don’t forget your existing customers
When you want to improve sales, one thing you should not do is ignore your past clients. Reach out to them and check if they want to upgrade. Chances are they might be thinking of getting a bigger or faster car. You can use your knowledge of them to offer an attractive deal.
6. Streamline your sales process
Find ways to make the sales process easy for both your customers and your staff. For instance, equity marketing can encourage better direct sales with customers. It can also help you to track opportunities and follow up on them.
7. Assumption is the enemy
Don’t assume things about your customers. Seasoned salespeople often make such mistakes and lose customers because of it. Just because a client looks scruffy doesn’t mean they aren’t able to afford a new car.
8. Don’t make your customers feel uncomfortable
Car buyers are often suspicious of salespeople that “try too hard” to sell. You’re not pitching a business idea to some millionaire investors. You’re only selling a car! You can remain professional but still smile and have a sense of humor with your customers.
9. Encourage finance customers to put down a bigger deposit
If customers feel you are looking out for their interests, they’re more likely to buy from you. Encouraging a bigger finance deposit means lower payments for them. In some cases, they could qualify for interest-free credit. The latter is a good selling tool.
Good luck!
