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As a car sales instructor many of my students always ask me if I can show them a new closer. First things first, there is no one close who works all the time. What you fail to understand is that the closing is one of the final stages of the sale. But it starts in the beginning, in disguise. What do I mean by that?
Basic Outline of the Stages of Sales:
1. First impression
2. Greeting
3. Relationship Building
4. Qualification
5. Vehicle Submission
6. Vehicle Display
7. Ordering
8. Getting Commitment to Purchase
9. Pre-closing
10. Reclose
If you note the above, the closing is one of the final stages of the sale. That’s why I am teaching you to pass quickly, it will not be effective. If you want success, stick to the basics and stop skipping steps. You see, all those phases are forms of finale disguised as some other phase. That’s why the ending starts from the minute you establish a first impression with your customer. Before you can close a sale, you have to go through a whole lot of basic steps.
But more importantly, if you don’t follow up or prospect, you won’t have anyone to take the basic steps to make a sale. So in order to get customers in front of you, you must prospect and follow up effectively.
Why would you step out?
The problem I see with most salespeople is that they want to take shortcuts and skip steps. Greet them properly, establish rapport with them and know their wants and needs. Present and demonstrate the product for value creation etc (the value creation will almost always justify the price of the vehicle). How can you expect to close the sale properly if you haven’t completed the basic steps? You should work your way up to close.
What if you just met with a customer and they told you that they are here for a particular vehicle. What would you do next? Do you dive straight into your inventory and show them vehicles? What happened to making connections and qualifying? See, that’s how you’re skipping steps. You are losing sales because of this. And if you close the sale, I’m sure it was a cost-based process, not value.
Quick Tip: Closing sales based on price is costing you a lot of money. If you want to earn a professional 6 figure income in the car business then you need to start selling on value, not on price. And that means following the basic steps of the sales process consistently with every single customer.
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