How to Increase Car Sales at a Dealership
People are buying fewer vehicles, despite the fact that cars are more sophisticated and convenient than they have ever been.
However, just because the major American automakers are seeing a drop in sales doesn’t imply your dealership has to. The truth remains that millions of cars are sold in the United States each year.
You can enhance your income if you have the correct autos for sale and a good sales strategy.
Continue reading to learn how to sell more vehicles at a dealership and close deals faster.
Make it Personal
When potential customers enter through the door, they don’t want to feel like just another number. You may build quick engagement as a salesperson by knowing the person’s name and applying it in your interaction.
Although it may appear to be a minor detail, addressing someone by their first name can make a significant difference in the sales industry. It demonstrates that you’re paying attention and that you’re willing to engage in a meaningful conversation.
After you’ve confirmed their identity, you can ask them questions about their requirements in order to match them with the greatest automobile on your lot. If they say they do a lot of solo highway driving, for example, you can recommend a mid-sized car that gets fantastic gas mileage.
Don’t waste time trying to persuade people to change their minds.
There will always be folks who walk into a dealership solely to look around, and that’s perfectly OK. Browsing is an excellent first step in their purchasing process.
You can approach these individuals and ask if they require any additional information, but you must determine whether they are interested in purchasing or simply kicking tires. If they don’t seem likely to buy—for example, if they don’t ask for a test drive or what kind of buyer options are available—hand them your business card.
When they’re more serious about buying a car, they might phone you. Until then, you can turn your attention to the young couple in search of a baby-friendly SUV today.
Use the BANT Methodology.
This is a follow-up to the previous point to assist in the qualification of sales leads. BANT stands for budget, authority, need, and timeline and is a well-known sales method.
Inquire about your possible customer’s budget, and then direct them to a vehicle in that price range. Don’t try to sell too much. Check to see if the person has the authority to make a purchase.
Of course, the car you recommend should meet the client’s specific requirements. They are unlikely to desire a compact automobile if they have three children to transport to soccer practice.
In terms of timeframe, this refers to whether you can provide the product within a reasonable time frame. It’s a major benefit if the car they want is currently at your dealership and doesn’t need to be ordered in.
More Information about the Products
You might be a people person who excels at conversing with potential consumers. However, that can only get you so far in some cases. The customer will inquire about the vehicle’s features at some point, and you should be able to respond without hesitation.
Knowing the product inside and out will help the buyer get confidence. It can also assist you in better recommending a vehicle to a potential buyer based on their desired qualities.
Use the fact that you drive one of the vehicles you’re selling to your advantage. Use anecdotes about how much mileage you get or how easy it is to find a parking spot in the city.
Having stated that, don’t invent information about a car. Inform them that you are unclear, but that you will obtain the necessary information for them. Customers will value this more than being deceived.
Find out what they’re selling.
In addition to learning everything there is to know about your own dealership’s products, you should also be aware of what other dealerships in the area are selling.
When a customer tells you about cars they’ve already looked at, you can offer them the possibilities at your dealership that have similar characteristics and are in the same price range.
When doing so, be careful not to disparage rival products or dealerships, as this may leave a sour taste in a customer’s mouth. Take the high road, emphasizing only the benefits of what you’re offering. Allow your merchandise to talk for itself.
Inform Others About Incentive Programs
Inform the potential consumer of any current vehicle specials or whether the dealership offers competitive financing rates. Tell them how long they have to take advantage of the incentives and give them the freedom to make their selection.
You can also provide any additional perks that might appeal to the consumer. Perhaps there is an on-site facility that can service the vehicle at a reasonable price. People love sales incentives, so take advantage of them.
To sell more cars, create a referral program.
This strategy has been proved to enhance auto dealer sales. Basically, you tell your current customers that if they suggest someone to you for a new vehicle, they’ll get a better bargain.
Some dealerships have had success with internet referral schemes. You send an email inviting them to join the rewards program, and then you reward them for vetted referrals.
Don’t be too obnoxious.
An overly aggressive salesperson is one of the biggest turn-offs for clients. If you walk in smelling like blood, your potential clients will notice and leave. Respect that purchasing a vehicle is a serious decision.
However, just because you’ve had a conversation doesn’t mean you can’t employ strategies to complete a sale. Inquire politely if they’d want to take a test drive or negotiate a price for what they desire.
Don’t make assumptions about potential buyers.
Just because a potential customer shows up in a swanky suit doesn’t guarantee they’re interested in purchasing your most costly automobile.
Someone wearing a t-shirt and tattered pants is in the same boat. Try not to judge a book solely on the basis of its cover. Some folks may be willing to pay more on a new car than you might assume. Alternatively, they may be looking for a subprime vehicle loan, which your dealership can provide.
With a friendly grin, greet everyone who walks into your dealership and ask how you can assist them.
Organize a Public Event
You can’t sell anything if people aren’t aware of your business. You may be an excellent salesperson, but that won’t help if there isn’t any foot traffic.
Hosting an event is one approach to become more prominent in people’s minds when they’re looking for a car. Buy a bunch of hot dogs and hamburgers, put up a grill, and invite folks to your dealership for a bite to eat.
You can arrange a car wash to raise money for a local charity or make it a sales-focused event by offering guests a limited-time deal on a new vehicle. In either case, more individuals will remember your dealership’s name, which could lead to a sale down the line.
Consider using direct mail marketing.
Due to pricing or finance, some clients may be hesitant to purchase a vehicle. You can, however, target prospects with mail campaigns informing them that their credit would be approved without difficulty.
The dealership’s name, as well as your name as the salesperson to contact, might be printed on these direct mail pieces. This will relieve your customer of some of the stress and paperwork.
Talk The Talk And Do It
Dress professionally and take care of your personal hygiene, which is an often-overlooked sales tip. While you should not pass judgment on what your customers wear, be mindful that if you have terrible breath or a stain on your jeans, they will.
The phrase “dress for success” holds some merit, as first impressions may make or break a deal.
Make notes about what was discussed and how likely they are to buy after you’ve had a chat with someone in person or over the phone.
Set aside some time during your day to check in with people to determine whether they’re still interested. Don’t waste time repeating what you’ve previously said (review your notes); instead, take them to the next level by explaining why your products are the greatest alternative for them right now.
When obtaining a potential customer’s contact information, if possible, inquire as to the ideal time of day to call them. Your attention to detail will be appreciated, and you’ll be less likely to get an answering machine.
To Sell More Cars at a Dealership, Follow Leads
Getting folks into the dealership is one thing, but closing a transaction is quite another. Your sales can skyrocket if you use a combination of sales strategies and incentives.
Finding subprime leads that are more easily converted into satisfied customers is one approach to eliminate part of this work. Contact us today to learn more about how car sales leads can help a dealership sell more automobiles.
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