Think Lack of Negotiation Room is Your Problem?
Don’t be fooled! Negotiating room is not a substitute for effective selling skills. Many salespeople believe that they need to be better negotiators, when what they really need are improved sales skills to close more sales and make more money. One of my favourite Sales Team Leaders said to me recently, “Some guys get the cart before the horse and blow the sale.” I bet you have heard this from your Sales Manager too.
We are in a marketplace where almost every vehicle sold by any sales professional, by any manufacturer is a no mark-up deal. There is no negotiation room. And what little may exist is given away in factory promoted discounts.
Want to know why people buy from one sales consultant over another? A recent survey of 1000 purchasers of vehicles rated the two major influences on buying as a combination of competitive prices, (not the lowest price) and professionalism of the salesperson. Location and brand loyalty were next but much lower on the scale.
If you want to improve your sales results and your commissions in this market condition you have to deliver a better buying experience. Period. It is not about price because your price is competitive now.
It is all about your brand, your image in the mind of the buyer. My automobile dealer clients deliver a better brand of professionalism because we focus on it. Their profits show it also.
So what should you do to improve your sales performance today, this week, this year? Focus on delivering the best buying experience your customer will get anywhere, anytime from anyone. And you can.
Do you know that most salespeople start at the end of the sale?
Most salespeople meet a showroom prospect and head to their desk. At their desk they make a short ineffective effort at rapport that degenerates into a discussion about the customer’s vehicle preferences and then price. Next it is out to the lot to show some vehicles. There is something wrong with this picture.
Where do you start? Be honest with yourself, is this your basic selling approach too?
You already know this. If your customers aren’t sold on you, they aren’t buying your vehicle no matter what your price. If they are not sold on the vehicle, they are not buying, period. End of story! It doesn’t matter if you are a great negotiator. Premature negotiation is deadly.
When do you and I negotiate successfully? We close more when the sale is made on us first and our vehicle second. Two sales are required before we negotiate, right?
Negotiating is finding a way to reach a payment and price point after your prospect agrees they want your vehicle. This is a win/win for both of you.
After observing hundreds of sales presentations, it is my belief that most of these salespeople didn't really know how to sell in the first place and learning to negotiate better was not their biggest problem.
Change your focus and change your results!! Guaranteed… ask Tiger Woods.
It is all about relationship. If you aren’t good at building a trusting and friendly relationship, forget about negotiating. People only buy from people they like and trust. Get your priorities right and negotiation, when necessary, is easy. So enjoy this business more, have FUN and let your customers enjoy you more. You will improve the buying experience and improve your payday.
Automotivator Action Plan – Make a decision today to focus on the steps that build your customer’s confidence in you and your vehicles before you negotiate.
Ø Learn how to build rapport and trust, even with the price shopper and aggressive clients
Ø Qualify well first—find out what gets them turned on.
Ø Don’t wander the lot—select specific vehicles to present
Ø Deliver a power presentation that is like Sid the Kid heading for the net.
Ø Disarm sales resistance, with good closing questions.
Ø Close by getting the commitment on the vehicle before you write
Ø Write-up the deal based on value, not price.
Once you have made the two key closes then mastering the art of negotiation is the solution. I love to coach negotiation skills. I get greaaaat results with my course Mastering the Art of Negotiation, but first things first.
Sales Quote for Success: "Four short words that lift most successful sales consultants above the crowd—a little bit more. They did all that was expected of them and a little bit more." Lou Vickery
Take advantage of this day and month! Dave
Dave Kemp, the Automotivator, The Automobile Sales Coach.
Dave@automotivator.com http://www.automotivator.com/ Call - 1-800-668-0326
Dedicated to improving the buying experience in the nation’s showrooms.
There are many sales consultants who can become "High Performing" Sales Professionals. But they won’t… if they don’t get professional development and sales training in how to close the sale. Seriously consider the powerful sales advantage of having custom designed in-house Automotivator Professional Development. Many of the most profitable dealers and manufacturers in the country do. Call Dave to discuss opportunities for growing your sales and profits today. Contact info. Dave@Automotivator.com 1-800-668-0362.
Print permission - Copyright 2008 Dave Kemp, author. Dave Kemp Seminars. Permission to print is granted only if you retain this copyright credit to the author and contact information on all materials copied and printed or transmitted by any means electronically. 1-800-668-0362 Email Dave@automotivator.com http://www.automotivator.com/
posted by Dave Kemp @ 6:19 p.m.
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