Car Dealers & Car BuyersMay 2
Buyers have options when in the market for a new car or truck, and Car Dealers know it. Since vehicles can be purchased online or in person, it is in their best interest to capitalize on every opportunity. Car buyers, whether it’s their first, second or third purchase, should keep these pointers in mind when attempting to negotiate the best price.
Sales persons are taught that every visitor is a buyer, regardless of what they say. In other words, don’t’ believe shoppers when they say, “I am just looking.” There is no such thing as a random visitor, they are all buyers. If a sales person believes the buyer when they say, “I am just looking,” then, undoubtedly, that person will buy a car from another dealer. Many sales associates have learned this lesson the hard way, but it only takes one lesson. A well trained sales person will be persistent, seek to gain trust, while trying to learn the buyer’s motivating factor to purchase. Armed with a little more information, they will begin to ask deeper questions probing for “hot buttons.” These hot buttons include: does the buyer want a sport coupe or a mini-van? Do they value fuel efficiency or acceleration? What colour do they want? What is their current payment, and what do they expect to pay for a new vehicle?
Car Dealers that have an interested buyer will fight hard to keep them from leaving the lot. If they succeeded in building a rapport with the customer, but fail to “close the deal,” then they know that they’ve just helped another dealership make an easy sale. It is at this point that the ball is the prospect’s court. Test drive the vehicles and keep the emotions on an even keel, and avoid emotionally buying the car. It is important at this point to still be able to walk away from the purchase. The best deals are secured when the dealer knows that the buyer will walk away if the conditions are not met.
With each objection, sales people will use an “If I can, then will you” statement. It works like this: “If I can keep your payment under $300 per month, then will you be moving forward today with the purchase?” This is a very successful tactic, one that will help them identify the root cause of a buyer’s reluctance. It also helps achieve a win win situation for Car Dealers and buyers. Buyers that understand the tactics, plan in advance, and keep their emotions steady will likely win a good deal.
2 May 2010 | 6:08 pm | Automotive
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