by Maura Schreier-Fleming
Do you ever wonder why some customers are happier with their automotive purchases than other customers are? You may think they work with better salespeople. That may be part of it. They’re also better customers. As a sales professional who works with thousands of customers, I can tell you that the best customers buy the best products. If you want to buy your best car, here’s how you to make it happen.
Know what you’re looking for.
What kind of customer are you? You may be a family of campers and your weekend activities include loading up your vehicle to the roof with camping gear. You could also be the queen of carpools and spend most of your waking hours behind the wheel of a car chauffeuring the under five Teletubbies set. Then there are commuters who need a comfortable ride that’s easy on the wallet. Each one of these customers would be delighted with very different purchases. Your sales professional is there to help you identify the vehicle that will be the best match for you. You can help your salesperson by knowing what you need. So before you go to your dealer, think about how you want to use your car. Be prepared to tell your salesperson what your particular requirements are. You’ll be even more helpful if you can prioritize what’s most important to you, too.
Do your homework.
Great salespeople know all about the vehicles they sell. They can tell you technical specs like which vehicles have the most horsepower. They can also tell you which colors you can choose from for the interior. So why not get a general idea about what you will be looking at by going to the websites of the car manufacturers that you’re interested in before you go to the dealer? Surf around and see what the manufacturer has to say about the car. What if you don’t have a manufacturer in mind? Go to more websites and start a checklist of the characteristics of the vehicles so you can begin to compare vehicles. The options selections might steer you to one manufacturer over another.
This may surprise some of you, but salespeople are unable to read minds. The good ones can tell when you do have questions and need more information. Most would welcome your help. Why not give them some assistance? When something interests you, tell your salesperson why. When something isn’t a fit for you or your family also tell the salesperson why. It’s only when salespeople understand what you think about what you’re seeing that they can do a better job of helping you. And ladies, it’s fine to say, “What does the horsepower have to do with what I’ll experience as a driver?” Mechanical components don’t have to interest you, but how those components impact your vehicle usage is important. Any salesperson who is not willing to answer your questions so you are comfortable with the answer is a salesperson you should not be working with.
Buying a great vehicle is what every customer wants. Now that you know how to be a great customer you can be on your way to drive home the best car for you.
Maura Schreier-Fleming is President of Best@Selling a sales training and consulting organization in Dallas, Texas. Maura works with business and sales professionals on real-world skills and strategies so they sell more and are more successful in business. She is the author of the book Real-World Selling for Out-of-this-World Results. Maura speaks at conferences about sales and business improvement. Maura was Mobil Oil's first female Lubrication Engineer in the US.