This post is a continuation of "Customers Are Predictable, Everything They Do Is Predictable"
Know your outcome (sell your customer a vehicle). Despite your best efforts, not every customer you work with will result in a sale. Salespeople spend a significant portion of their selling time searching for customers interested in buying their vehicles. Not surprisingly, salespeople who master the skill of identifying customers who are most likely to buy, and then focus the majority of their time selling to that group, significantly outperform those who do not.
Today’s customers, not only are they actively searching for answers, they are likely to have cash in hand and a firm timetable as well for solving their transportation needs. A top salesperson will spend the majority of her/his time focused on buyers and shoppers.
Because of the advances in information technology, it is more important than ever to embrace selling from the buyer’s point of view. Today, it may very well be that by the time you meet your prospective customer, they have already made their decision. The “information age” allows your customer to gather information about you and your competition, very quickly and effectively.
It is critical that you learn as much information as possible about your prospective customer’s: what are they driving now? (The old car holds lots of clues) What challenges are they facing? (What’s not right about the car they are driving now) Who are your primary competitors? What are their top priorities? (What do they want the vehicle to do for them) These are just of a few of the important background issues you will want to gain understanding of prior to your initial presentation, demonstration and walk around.
The more you know about the customer the easier it will be to find a winning solution (sell them a car). Certainly, additional clarification of these issues can be gained during the Discovery portion of the initial meeting. Yet having at least a basic understanding of their core needs, beyond trivial facts, will help you appear more competent and help you gain favor with your prospective customer.
More Info On The Five Steps
- Setting Sales Objectives
- Building Trust Relationships (coming soon)
- Discovering Customers Real Needs (coming soon)
- Aligning a Solution to Their Needs (coming soon)
- Gaining Commitments (coming soon)