’Stop talking! Open your ears, think and then talk!’ Joe Girard recently admonished car salespeople in his blog. The ...
’Stop talking! Open your ears, think and then talk!’ Joe Girard recently admonished car salespeople in his blog. The sprightly man knows what's what. After all, he holds the Guinness record for the best car salesman in the world. And Audi Germany's top salesman also has a recipe for success. He hardly ever talks to his customers about the vehicle. What both sales experts know: Success doesn't come from arguments alone. In fact, there are five strategies that used car dealers can use in sales talks.
1. THE CUSTOMER TAKES CENTRE STAGE.
A successful sales pitch starts with a simple but crucial skill: listening carefully. Only those who really listen to their customers can fully understand their wishes, needs and possible concerns. It's not just about what is said - body language also reveals a lot about the customer's emotional state. Observe the customer's behaviour carefully and adapt your approach accordingly. This mixture of active listening and attentiveness signals appreciation and creates the basis for trust. When a customer senses that their concerns are being taken seriously, this strengthens the bond and increases the likelihood of a successful transaction.
2. Less is more.
Overwhelming potential buyers with a flood of sales arguments rarely leads to the desired success. Technical data, service benefits and savings offers may be important, but too much information can quickly become overwhelming. Above all, customers want to feel comfortable and not be drowned in details.
Our brain processes language consciously, which requires concentration and energy. If you endlessly list dry facts, you unintentionally put the customer under stress - and risk losing the message. The key to success is to emphasise specific points. Concentrate on the most important and emotionally appealing arguments that are really relevant to the customer. Fewer words, but more impact.
3. SPEAK FIGURATIVELY!
When you communicate, it is best to do so in a brain-friendly way. Transform rational arguments into images and sensory experiences. How do you achieve this? The following comparison by neuromarketing expert Hans-Georg Häusel shows how:
1. ‘The system is efficient and has a productivity factor of 127 per cent.’
2. ‘The system is as strong as a bull and runs for you day and night without a break.
Both variants are the same in terms of content. The form is the decisive factor. In contrast to the first, the second formulation creates images in the customer's mind. A bear, the sun, the starry sky and rotating machines have far more grip in the customer's brain than abstract terms.
4. ADAPT THE ARGUMENTS TO THE DIFFERENT EMOTIONAL ARCHETYPES!
Depending on their emotional type, customers set different priorities and pursue specific interests. You should therefore optimise your visual arguments accordingly.
The power-orientated pit bull loves references to the vehicle's competitive edge and performance.
The adventurous Border Collie loves to hear how new and revolutionary the car's equipment or technology is.
You can win over the Golden Retriever in need of harmony by referring to your service and telling him that he doesn't have to worry about anything.
For the safety-conscious german shepherd, arguments such as ‘proven safety’ or ‘used by many customers for years’ count.
5. ACTIVATE ALL SENSES!
In sales talks, used car dealers have a decisive advantage over - let's say - insurance agents: Their product is evident and can be perceived with all the senses. Take advantage of this. Unlock the vehicle, start the engine, motivate the customer to touch the steering wheel or lean back in the seat. Sounds, smells and haptic experiences convey more emotion than any words - and are therefore the very best sales arguments.
