In my time away, devising a timeline as to how much to write, what I should write about in regards to the car business, I’ve decided to begin with the process of buying and selling.
Buy–obtain in exchange for payment or accept the truth of.
1. Buying a vehicle is a difficult concept for most red blooded, hard working Americans. You know in your mind no matter how necessary, or unnecessary (if you have disposable income you need to throw it my way) it is for you to make a large purchase, such as a vehicle purchase IT HURTS every fiber of your being. The thought of it sends your mind into unparalleled tail spin, making you extra dizzy by the time you’ve sit down in the Business Manager’s office. In short, it truly sucks to let go of your blood, sweat and tears in less than 3 hours for something that you know will constantly demand something of you (ie food, check ups, baths, a place to sleep–yes, I’m still talking about your car).
2. Buying into what you’re being sold. Smh…yes, I know that face. The one with an eye brow raised, squint, with your index finger perfectly placed on your chin. You’re wondering what the hell is she talking about, this car will do that much for my life and it only has one owner, with a clean Carfax? Why is it still here then if it’s so great? Should I trust her? It’s a lot of money, and the guy down the street had one that was two years newer. What do I do? She’s cute and friendly. She looks honest. SMH…! After a little bit of back and forth I sell you the car, because FINALLY after an 1 hour and half, three days, a week, 2 months of pleading, bringing you down from a tree, and showing you every known fact that I know about this car you finally trust me enough to make your purchase. This step is the predecessor for the actual exchange of funds, but it is the most overlooked by all salesmen. We call it rapport.
The purchase of an automobile is not the villainous process that everyone has been led to believe it is. Now a days it’s truly very difficult for a dealer to pull the wool of a client’s eyes. There’s so much information about the brands. Furthermore, the manufacturers are so pro-customer that car dealers really don’t have a choice but to stream line the process and give you a great deal to make sure you stay happy. Websites like TrueCar.com, Edmunds.com, and Autotrader.com have revolutionized the industry putting the buying power in your hands. The days of getting manhandled by some sleez-ball salesmen, wearing too much cologne and a pinky ring are over. (The salesperson in me mourns the days of making profit and it not being a dirty word) So, why are customers still fearful? I believe it’s because it’s they themselves are not educated enough in regards to the buying and selling process. Ignorance teaches you to listen to everything that you’ve been taught and regurgitate it verbatim without thought. Intelligence forces you to take what you’ve been taught and formulate you’re own conclusion using guidelines that may be in place. As a customer understand not everyone is out to get you. Yes, we see your wallet, but we are not going to steal it. We may borrow it for a while, but we’ll give it back. I digress, before you walk into a dealership take a day or two, no more than a week, to research your vehicle online–if you go any longer you’ll become one of those people who believes everything off of the internet is true and you’ll never buy a car. DO NOT DRIVE everything out there, talk about confusing yourself, drive your top 3. An insider tip: technology is least expensive upgrade that a vehicle can have. If you’re easily impressed by the dooh dads in a Kia, buy it. Do not go to Acura or Lexus and tell your salesperson that a K900 has a double sunroof and it’s so cool, and dare you say better, because they’ll want to slap you. Just don’t do it! Buy a car with substance, a great reputation, and something you can’t live without. As I wrote above, you’ve introduced another being into your life that you’ll need to tend to so make sure you’re in love. Lastly, understand your credit limitations and be prepared to be surprised a couple of times. Surprise: Yes, we offer lower rates than your bank. I promise I wont tell your bank that you’re cheating on them, if you promise to get your crazy kids out of the most expensive vehicle in the showroom. Conversely, you may have lived life through rose colored glasses and think your credit worthiness is that of a diplomat. Surprise: glasses off and you’re blinded by the light. Do not fret, I’ll help you find your way through, but remember that every purchase is subject to third party approval. If you don’t like their answer, take it up with the bank.
Selling–give or hand over (something) in exchange for money or persuade someone of the merits of
Selling is an art. Everyone alludes to this fact, and it couldn’t be more true than in car sales. Sales people are born, they generally aren’t created. It’s too hard to take someone without the innate charisma to charm the pants off your 90 year old grandma to be forged. Salesmanship is a dying profession. What I mentioned earlier about manufacturers forcing their hand and agenda on dealers has weeded out most sales people who could sell and replaced them with order takers that earn a salary, who posses no sales acumen. Being a product expert does not turn you into a top producer, the coupling of product knowledge and charm is how you move units.
I love selling. I love cars. I love selling cars. The practice of selling cars in the 21st century has changed immensely due to communication. Though we have the ability to text, email, Snapchat, tweet, Facebook, etc we still fail to communicate with our customers that we are trustworthy, fair, knowledgeable people that you should entrust $30,000 with. Selling is all in presentation. How one presents himself/herself, how they present their product, and how they present the options to purchase. A great presentation should take no longer than 3.5 hours. Anything longer and your risk both the customer and the salesperson becoming anxious and deteriorating. Be fair throughout the process. Feature and benefit presentations are key, as inequity aversion occurs to the best of us and if the client feels they are getting shafted you wont be a selling anything to anyone. Make a friend, not just another commission. They will know the difference instantaneously. I mentioned the difficulties in making profit in this business already, but there are ways to surprise yourself. Play nice and generally your client will play nice too. Pay attention to the details, and you may sell something to help pad your wallet.
Being that there have been times where I was a consumer, I know that I want to be sold. I want someone to prove to me that I must have what they are pitching not only because it is the ‘best’, but because they come with the purchase. There haven’t been many times were I’ve truly been sold, but the times that I have been I appreciated it. I think that large purchases such as a vehicle or home purchase should be rewarded with higher recognition for the person that coached you through to the finish line. It isn’t easy. We are therapist, businessmen, mathematicians, and eloquent speakers all wrapped into one individual who is at your beck and call at any given moment. I think sales people deserve more recognition. They deserved to be treated with a bit more like a confidant when you find a good one. After all, customers, honestly lie more than salesmen do…lol We ALL know this. 😉
What would we do without each other?
HAPPY BUYING….
I’ll be selling 🙂
Car Biz Girl 