There is an exhaustive amount of research studies that reveal why people buy or don’t buy automobiles and many of these studies have given us some interesting insights….
Of those customers who said that they were impressed with the dealership where they bought, 80% say the major reason was the salesperson.
Of those customers who were disappointed with the dealership and bought elsewhere, 60% say the major reason was because of the salesperson.
So what this research shows is that how the salesperson treats and relates to the customer has everything to do with whether a sale is made or lost to another dealership who relates or treats the customer better and it’s not about the price or payments.
So what do customers look for and expect in dealing with a salesperson?
The majority of the researches say customers are impressed by a salesperson that is:
Customers also have high expectations and want their salesperson to do the following:
_____ Must be neat and professionally dressed
_____ To be trustworthy
_____ To be upbeat and positive
_____ Quickly acknowledge them upon their arrival
_____ Treat the customer with respect
_____ Move at the speed that best suites the customer
_____ Assist them in selecting the “right” vehicle
_____ Provide a presentation and demonstration ride
_____ Make the negotiations as “painless” as possible
_____ Make no unrealistic promises about warranties
Use this list as a tool to evaluate yourself. Check those areas where you may need some improvement and always remember to listen to your customers as they will always tell you what you need to do to sell them a car.