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when’s the last time you went out and bought something that that you just had to have something you were excited to buy, for some people it might be going out and getting that new cell phone it could be getting a new computer. For for my wife recently it was getting a new grand cherokee that was something that she really wanted, she was excited about getting a new grand cherokee and and I remember us driving to the dealership and was kind of funny because she was asking me questions about it how’s it Drive and what’s the performance and what’s the ride going to be like compared to what she was currently driving and and it was pretty cool she was excited about she was very emotional about getting it in a good way in an excited way, and we get to the dealership and sales person finally comes up and greets us and we have a little conversation and then salesperson never really build any rapport got to know her, and just out of the blue says well would you like to take the the grand cherokee for a drive? and the first thing she says was, no.
I’m thinking we just spent 25 minutes talking about how excited you were to drive the grand cherokee all the way to the dealership and now you say no. so my job was to make sure she definitely drove that grand cherokee but it’s, I guess the most important thing to understand guys, is when people come on our lot they’re emotional right some of it some of it could be fear some of its excitement but we have to understand there’s two parts of the emotion we have to deal with, with customers, we have to deal with the emotional part of selling and we have to deal with the logic part of selling because here’s how it works… think about a customer this way, right, we have the sales process and for all you guys have been through class you understand when we talk about quadrant 1, that’s the greeting the needs and analysis the trade walk, quadrant 2 is doing the high-impact presentation demonstration quadrant 3 is closing and overcoming objections, quadrant 4 is the negotiation and then you have the delivery, right.
So the customer comes on the lot, here’s what we know; their emotions are high, and my job is is to keep their emotions as high as I can as long as I can, but we also have to deal with the logical part of the deal. so the customer comes on the lot, here’s the customer there’s somewhere high on the emotional chart that customer comes in my job as a salesperson your job as a sales person is to keep that customers emotions as high as I can as long as I can, okay because eventually when i get to the negotiation that customer then is going to become logical that’s just how we are.
Once I sit down and start talking about numbers it becomes a very logical decision we’re looking at budget, we’re looking at at what their current payment is versus our old payment their down payment we’re looking at fuel economy insurance costs all those force that customer to become logical which is perfectly normal and if i do a really good job at the negotiation right, if I kept the customers emotion as high as I can as long as I can, all the way through the sales process I get to the negotiation do a great job here and delivery the customer is as excited if not more excited than they ever will be in that entire car deal that’s ideally what we’re trying to accomplish with a customer ok.
Well, think about us as sales people where’s our emotions typically? I mean in real life aren’t we are we pretty emotional creatures I mean sometimes our emotions may be really high in a positive way it could be our emotions are low in a negative way whether you’re having a good month or a bad month but typically our emotions as salespeople they go right along this line here, and if you look at the chart the biggest gap we run into is in quadrant four in the negotiation is our biggest challenge and that’s when you guys really really really have to focus, because we got to understand the customer’s logical and at this point we’re still emotional right we’re still emotionally and financially attached to the car deal so if you can do a good job right here keep your emotions in check, your going to have a good high quality successful win-win negotiation. So this is ideal. What can happen? What causes all this to go wrong? Well if you’re not careful, customer comes on a lot early on we started asking him questions: How much you want to spend a month? How much down payment do you have? What kind of budget you have? What do you owe on your trade? What’s your credit like? and if this, or or in our defense the customer will bring those up.
They’ll ask us: What’s the best deal, I’ve been on the internet? …and it if you’re not careful, you start talking numbers you start talking price so now think about this; customer is excited, they come on the lot we start talking numbers, budget, payment. What happens? Do the customers emotions go up or down? Doesn’t it come down? And now that customer early on first five or ten minutes of the deal, now they’re becoming logical.
I’m forcing that customer to think about numbers so now they’re thinking about numbers, payment, down payment, can they afford the car? Maybe they can, maybe they can’t. And then my job as a sales person what we have to do now is try to get their emotions back up. When we do our high impact presentation and demonstration, and we know that we’re never going to get their emotions as high as they would have been, and then we get back over to the negotiation, and the customer is never happy and if you do make the deal when they take delivery, that’s when they say they felt really pressured in the negotiation. Well they did because we artificially force these customers to negotiate twice in the car deal. it’s this talking price early on. Taking the customers emotional state to be in logical in the first 10 minutes or so when they get to the dealership, then never being able to get that emotional peak back with that customer negotiating with them again once we get back from the demo if we actually went on the demo, and now the customer, they’re the ones that bury you on the CSI so, it’s look, if you want if you really want to increase sales, understand your buyers.
When they walk on the lot don’t let yourself fall into the trap of talking numbers of talking price of making that customer become logical before they have to be. Let’s keep their emotions as high as we can as long as we can. When i get over here to the negotiation, now i need to make sure I control my emotions, because whoever cares least about a deal wins. Okay. I need to make sure I keep them in check I focused on the logic making it makes sense why that customer needs to get this car. They take delivery. That’s when you make the most amount of money. That’s when you’re going to have your best CSI. Which in the long run is going to give you more repeat business, it’s going to give you a referral business, and that’s how you become a top producer, a high volume, high grossing salesperson.
So the next time a customer walks on your lot, remember get their emotions as high as you can as long as you can. Don’t force that customer to become logical until you get in the office. Remember build value on your feet talk price on your seat. Don’t let your emotions take over the deal, and I promise, I promise you, this is how to be more successful selling cars. .