Question: “I sell more ‘full-pop’ deals than any other salesperson here. But how do I handle it when a customer is loaded with money and buying seems to be a ‘game’ to grind us until there’s no profit left? This type of person seems to care less if I feed my family or pay my rent. It’s really frustrating me.”
Answer: The good news ... he’s the 10 percent-er, not your normal customer.
Who knows why people like him do whatever they do ... maybe just to watch salespeople and managers squirm. In the case of a special finance customer, he finds out he's approved and starts shopping everywhere just because he can.
It sounds like you normally do everything by the book, so don’t change a thing when you get this customer, except for this: no matter how bad you want the sale, always remember, “He who cares least, wins.” That’s especially true in buying and selling and more so when you’re in the negotiation.
Why? Because money isn’t the issue with this customer, and if you’re willing to (pretend to) shrug off losing a sale with the, ‘I just hate to see you miss out’ attitude, he’s more likely to buy.
Why? A host of reasons. The point is, you can’t ever be the underdog and win, which means you can’t allow yourself to keep running back and forth from your manager to a customer like a scared rabbit trying to make a deal.
Instead be calm, focus on the benefits he’s looking for, keep repeating (in different ways) why and how only you and your dealership can help him get those benefits and keep closing the sale.
Remember the vehicle is just a vehicle and he can get that anywhere he wants to. In the end, it’s almost always about you and your dealership (the people and service). It’s the people, not the vehicle, who offer the added value and that’s what you sell to every price shopper, especially someone who just wants to make your life in sales miserable.
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