Issue Date: Sales Success Mar 15, 2009, Posted On: 3/15/2009
Road to the Sale Don't dig a hole at the showroom door It's your turn to take the next walk-in prospect at your dealership. As you walk over to greet this potential car buyer, what does the prospect see? A professional looking sales consultant or some slob who looks like he's selling cars only until something better comes along?
If you look and act like you don't care about your job, that's what your prospects will see. A salesperson's first impression on a prospect can often make or break a sale. It seems obvious, but there are still some automotive salespeople who do not grasp the importance of their first impression on a prospect. A positive first impression will heighten your sales success. Here are eight tips that you can use to improve the way that you first meet your prospects:
1. Be confident but don't act superior. A lack of self-confidence is readily apparent, and if you don't act like you believe in yourself, how is your prospect supposed to believe in you and your dealership? Act with confidence but never appear arrogant. This subtle line between confidence and arrogance is sometimes easily crossed, so keep this in mind as you first meet your prospect.
2. A clean, neat appearance is essential to making a positive first impression. Showing up wearing wrinkled clothes and sporting unkempt hair will do nothing but suggest a lack of respect for your prospect. Do your best to dress slightly above, but never below the type of prospect your dealership serves.
3. Smile. Smiling fosters a positive atmosphere, which is exactly what you want if you hope to eventually finalize the sale.
4. Use the prospect's name. This will help you greatly because when you address a person by using their name, you let that prospect know that he or she is important enough to you for you to remember the name.
5. Set a tone of importance. A casual or nonchalant attitude is certain to raise questions in the mind of the prospect. That prospect is likely to wonder if you are serious about your job.
6. Thank the prospect for taking time to visit the dealership, but don't act apologetic. Apologies simply raise questions in the prospect's mind regarding your confidence in yourself and your dealership.
7. Relax. If you seem uncomfortable when meeting people in the showroom, then you are sure to inspire the same feeling in that prospect. You need to be absolutely sure that your prospect feels at ease with talking to you about his or her wants and needs. The first step to establishing a comfortable relationship is for you to be comfortable yourself.
8. Position yourself through everything you say or do. The showroom encounter between you and your prospect can set the stage for the rest of your relationship. If you say distracting things, you jeopardize this necessary positive relationship. Simply remember to avoid these types of things and you will certainly position yourself correctly.
First impressions are lasting impressions, and many salespeople tend to forget this old, but simple truth. By behaving in accordance with these eight tips you should be better able to establish positive relationships with your prospects from the very start.
All sales relationships start with the salesperson's first impression, so don't ruin your chances from the beginning. Don't dig yourself into a hole. Remember, people pay attention to people whom they perceive as having something important to say to them. This is often communicated positively or negativelyin the first 30 seconds of the sale.