Tag Archive | "Sales Tactics"

Watch Your Words – That Seven Percent Will Make or Break You

Our words in sales may only make up 7 percent of effective communication, but they are almost always deal breakers or deal makers. ‘Words’ doesn’t just mean learning the correct question to ask or knowing all the facts about your product, it means carefully choosing every word you say and when you say it. I’ll say it again, because this is so important…

“You don’t miss sales by a few dollars, you miss sales by a few words.”

It’s amazing how salespeople will choose their words carefully if they’re around their grandparents, or a potential new girlfriend, or at church – but not in sales. Cussing around my grandmother would have gotten me smacked for sure. Not being on your best behavior might get you a stern look from grandpa, it can cost you a girlfriend, and you know the unwritten rules about what to say in church.

But when it comes to their career, and the job they depend on to make a living for themselves and their families, a lot of salespeople blow sales out of the water every day. They don’t want to do simple stuff like dress like a professional and they don’t want to change what they say either.

The stand-by excuses are, “I’m more comfortable dressing like I do,” or “My customers don’t want to talk to someone in a suit.” And when it comes to learning a better way to greet the customer or close the sale they’ll say, “I’m not going to learn some canned script,” or “I don’t want too.”

What’s that definition of insanity? “Doing the same thing over and over again, hoping for a different result.”

It’s true, and if you won’t change how you look, how you act, how you sound, and won’t develop new skills or change what you do or say in sales, you won’t change your income either.

Let’s look at some words and things you say now, that you need to change right away because they’re costing you sales every day. These aren’t skills, they’re just words that create the wrong impressions, reactions or the wrong focus in the sale.

First, we all know our customers are nervous and uncomfortable when they’re out buying a new car. They don’t do this very often and they know if they’re not careful when they’re shopping, they’ll end up paying too much or buying the wrong vehicle for them (like a lot of them did last time).

Our customers also have a few built-in objections when they hit the lot. The key word in that last sentence, though, was a few objections. They start out with five potential objections (on the next column) and salespeople either add a few more or make the ones customers already have even worse.

  • Price is a standard potential objection. It’s always a question or concern, but price is number 16 on their list of buying motives. Most salespeople only hear price though, and that’s all they talk about (their words focus on price).
  • Trade-ins, another potential objection. Watch your words and do not knock their trade or toss out stupid numbers on its value to get their reaction. You’ll get a reaction, but you won’t like it. Those words may cost you a deal.
  • Payments are standard objections, but this is really a budget issue if you say the right words and handle it right. Learning to bypass price and build value is the key.
  • Down payments are an objection for most. Say the right words (scripts), you’re OK. Wrong words, you’re toast.
  • Trust is critical. They don’t know you, like you or trust you (at least not yet) … that’s what the selling process and the words you say are designed to help you accomplish.

Those are the built-in objections, the rest we tack on along the way by not listening and by saying the wrong things (the words we use). Selling is like running a race with hurdles. There are five on the track and 50 more on the sidelines that somebody throws out any time we don’t handle the sale professionally.

  • Profanity. There’s no place for it at work. TV language for mature audiences is not OK with customers. Pretend you’re in church or wake up and show respect for the person in front of you who may let you earn $500 in a couple of hours.
  • Trade slang costs you money, too. You understand the words, but people outside the car business don’t.
  • Rejection words have negative connotations and create objections. To avoid adding more objections, replace the words on the left with the ones on the right…
    Buy – Sell……………………………. Own
    Price………………………………….. Current Market Value
    Price (Used)…………………………. Live Market Value
    Sign…………………………………… OK – Approve
    Monthly Payment……………………. Monthly Investment
    Down Payment………………………. Initial Investment
    Contract……………………………… Agreement
  • Pre-qualifying people. The negative people in the huddle are wrong. You never want to pre-qualify, whether you’re talking to a buyer or not. 78 percent are going to buy and you can’t tell who won’t by looking or by asking those dumb things the six-car guy taught you. You’re guessing wrong six out of eight times right now, so just stop. You’re creating objections and losing deals.

Cars and trucks are the easiest products you could have picked to sell. Everybody has one, they’ll always buy more, and to send them home today, just listen to find out what’s really important to them, and just say the right words.

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MediaTrac Introduces New ‘BeBack’ Program

SAN RAMON – MediaTrac announced the launch of the BeBack Program, a vehicle sales inducement program designed to target potential buyers that might not have purchased a product on their most recent visit to the dealership, reported F&I and Showroom magazine.

The BeBack program aims to help drive lost sales opportunities back into auto dealerships by providing the buyer with an immediate, customer-centric, valuable reason to return to the store and make a purchase, according to the company.

“Our new BeBack program has been highly effective in the beta dealerships,” said Jeff Shenk, director of operations at MediaTrac. “In fact, one Toyota dealership sold 10 new Toyotas in the first 10 days on the program as a direct result of the BeBack card.”

The BeBack Program allows each dealership to select an incentive value, issue it in the form of a time-restricted, redeemable card and offer it to customers as a sales incentive to entice them to return within a specified period of time to make a purchase. The BeBack card resembles a gift card with the dealership’s brand displayed and can have a variety of different denominations. The dealership also chooses the discount value offered to each prospective buyer.

Following their initial visit to the dealership and the issue of a BeBack card, a series of communications are sent to prospects to entice them back into the dealership. The first of these communications is a quick email survey that seeks to determine why the customer did not make a purchase.

“Prospects decide where to buy in part based on the speed and quality of sales follow-up. Statistics prove that if you can get your prospects back to your store quickly, you will have a much better chance of closing the sale,” said Shenk. “We deliver the right communications at the right time to entice your customers to return. And whether it is sitting in your prospect’s wallet or purse — or even on their dresser at home — the BeBack card is a concrete reminder of the value of doing business with your dealership.”

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Mosley Kicks Off New Seminar Series in Florida

Mosley Automotive Training is kicking off a new sales seminar series for automotive sales professionals next month in Florida. Called “Control Your Sales Destiny,” the one-day event will be led by Cory Mosley, celebrated trainer and Sales Driver columnist for F&I and Showroom magazine.

The seminar series arrives at the Sheraton Fort Lauderdale Airport & Cruise Port Hotel on Tuesday, June 14. The daylong event is scheduled from 8 a.m. to 4:30 p.m. Mosley will then be at the Tampa Marriott Westshore in Tampa, Fla., on Thursday, June 16, reported F&I and Showroom.

“This year I made a commitment to do more to help the people working on the front lines, and the ‘Control Your Sales Destiny’ seminar is my contribution to the improve incomes and change lives,” said Mosley. “We’ve got a lot of ground to cover, but I’m certain attendees will leave my seminar feeling rejuvenated and ready to get back to work.”

Sponsored by DealerSocket, Cars.com and activEngage, the daylong event will tackle a range of sales-related topics, from showroom, Internet and phone sales to leveraging social media and time management. Here’s a breakdown of Mosley’s “Control Your Sales Destiny” seminar series:

  • New-School Training: Learn new word-tracks that convert, control and close more prospects. Attendees also will learn how to double their average gross profit on Internet deals, and will gain psychology techniques employed by Fortune 500 companies.
  • Social Media for Sales Professionals: Learn how to leverage the social-media phenomenon to drive more referrals and repeat business into the showroom. Attendees also will gain social-media branding techniques and get new insights on today’s Gen-Y buyer.
  • Better Time Management: Learn how to create a daily routine that will keep you focused and ready to take on that next “up.” Also, gain insights on creating a game plan that will produce consistent results while maximizing gross profit. Attendees also will learn new tricks for breaking away from the pack.

The event also will feature a special presentation by Cars.com on reputation management.

Once named the “hardest working man in the automotive consulting/training business” by a leading industry publication, Mosley founded his Mosley Automotive Training company in 2004. He’s conducted training programs for major dealer groups, including Van Tuyl, John Eagle and DARCARS, and has taken the stage at several major industry events, including the F&I Conference and Expo, Ward’s Spring Training events and J.D. Power and Associates’ Industry Roundtable.

Last year, Mosley signed on to pen F&I and Showroom’s new Sales Driver column, a monthly section dedicated to his new-school approach to automotive sales. Before becoming a sought-after trainer, Mosley spent more than a decade on the retail side of the business, where he was tested on the sales floor, in the business development center, as an Internet director and as a general sales manager.

“My mission is simple: I want to share information that matters with people who care,” Mosley said. “Right now sales professionals are facing several challenges that might be seem overwhelming. My seminar series will provide them with a game plan to attack these challenges head on.”

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