How To Sell Cars Online or Offline (PART 7)
TRANSCRIPT: If you’re using an old-school road to the sale, then we first need to create a buying process in your store. Buying process is one that shortens your road to the sale without turning everything over to the buyer. Again, yet, our buying process is going to make them feel equal to, not beneath the sales person.
Why a buying process? Listen, they hate your current process. They’ve already completed all of these things on the side. They’ve already done their needs analysis. They’ve made process selection. They know the car’s features. Everybody who walks into your lot is ready to test drive. Everybody starts the paperwork. Everyone’s a qualified buyer. These last three pieces on here, they assume the sale. Everyone is a buyer because buyers only visit 1.6 lots on average before they buy. We have to start treating everyone like a buyer. We have to start assuming the sale. If they’re not a buyer here, they’ll buy from your neighbor. It’s important to understand that. We have to assume everybody is here for a delivery. That’s why we want to put in a buying process instead of a traditional road to the sale.
Assuming the sale creates a great experience. This is actually a new form of assumptive selling. You all know the old-school assumptive selling, which by the way, I still think is important. Old-school assumptive selling was in the past, we were focused on the customer taking ownership in their mind by saying something like, “Oh, and Bob, how will you be titling your Mustang?” That’s assumptive selling old school. Still do that. That works. I’d still do it today if I was on the sales floor. “And Bob, how will you be titling your Mustang?” We’re assuming this sale, it’s assumptive selling but today’s assumptive selling means we’re going to do that plus we need our team to assume the sale. We need to treat them when we arrive on our lot as if they’ve already bought. Instead of assuming right now that four out of five who walk on our lot are not buyers. That’s what’s happening.
“Steve, no, no! We’ve already assumed the sale with every buyer.” No, you don’t. I guarantee it. You haven’t been doing that. Let’s be honest. If you are a typical dealer, if your floor is closing one out of five traditional UPs today, that’s what they expect. They expect that one out of five people they see is going to buy and four out of five are not. Their process right now because you’re not probably monitoring it so you don’t know what they’re saying. For many of your sales people, their process, their qualifying questions over the years have morphed into an interrogation because they want to get through and make sure, “Is this is the four out of the five that’s not going to buy? Let’s get rid of them.”
Instead of assuming five out of five are going to buy, I assume one out of five is going to buy. That interrogation means your UP has to prove to your sales people that they’re a buyer. The assumptive buying process, by the way, it’s just holding a one-goal strategy, which is the next step, whatever the next step is. Whatever is the next step in our process, that is our strategy, to take them to the next step. We walk them through our process in control, staying in control one step at a time. It’s not about slowing down or speeding up. It’s more a natural progression. It’s more of a closing process, if you will. We want to speak human and we want to have a conversation with them. They’re here to buy a car. Our job is to help them buy. That’s all it is.