Change in Sales Behavior
Auto dealerships are facing many problems due to the pandemic. Dealerships have to rethink their sales strategies and learn how to adapt to new buying behaviors. High-pressure sales tactics are hard to implement when life is uncertain, and our unemployment rates are higher than in previous years. Additionally, customers are much more informed and use different tools to assist in their buying process. You need to be a special kind of salesperson to win these people over.
The time to be a consultative salesperson is now.
When your target market is suffering financially, you can associate your brand as a trusted advisor and create a new identity for the salesperson. The pushy salesperson is now obsolete. We can all agree that the main goal in sales is to get your prospect to make a purchase, but the effect of COVID-19 calls for a focus in lead nurturing, even before you make initial contact.
Successful sales begin with a change in mindset. View yourself as a consultant instead of a salesperson. People are more inclined to make a purchase when they view you as a problem-solver and can resolve their problems with your product or service. Likewise, a consultant builds relationships. You can jam information down their throat all day, but they won't connect if you can't.
The auto industry does a great job of advertising their promotions and specials across all necessary platforms.
"During this time, most dealerships offer great incentives for their customers—0 % financing for 84 months, cashback, rebates, etc."
This copy is seen and heard on commercials, radio space, search engines, emails, websites, and more. The information is out there, but when was the last time you saw a car advertisement and immediately thought it was a great idea to get a new car?
Becoming Your Prospect
If you're a savvy buyer, you'd think about your current investments and financial capabilities before getting a new vehicle. If you're a savvy seller, you need to understand your customers and what drives their decisions by triggering emotional responses. Triggering emotional responses through empathy can help you understand your prospect's pains and gains to help you create a better buying experience.
Research is also vital when it comes to sales. Using data demographics to understand your customer's purchasing behavior will give you a basic understanding of how your prospect might react. Even if you predict that they'll say no, at least you can plan to overcome it. A “no” or “not interested” can hide your prospects' real objections. Additionally, at Paramount, we believe any response besides a "yes" is a "no." "I'll think about it," "I have to speak to my spouse," "call me back," or "I love my car," all are no's. Successful salespeople transform rapport into a sense of connection and trust that is a necessity in sales. Rapport building starts with open-ended questions and answers that can help you find common ground. There's a chance that you might share the same qualities or experiences that can bring you and your prospect closer. You can create real solutions for your customers once you take the time to understand their needs.