Sell them one at a time! Someone comes in wanting to buy two or three cars (nice problem) and they are all over the lot. Mom, Dad and son, lets say. They land or get landed on a couple of cars that they like. Then comes the trades and their presumed value of them, i.e., N.A.D.A., KBB.COM, and Edmonds. The desk guy books them out at about two-thirds of what they think they are worth. Now they want to see the book-out value of their new pre-owned cars. Everyone has a different view, retail, trade, private sale, and loan value. Now you hear “Do we get a deal for buying two cars?” or “KBB says mine is worth $________?” The salesperson says “KBB does not buy cars”. Now and lastly at around closing time, “We have to sleep on it”. DEAD DEAL.
A couple comes in looking for two cars: From the start the salesperson was trained to say “Great! Who is first?” Together they pick out one car and with one trade. The salesperson slows down the process and mentions that “I treat all my clients like a member of my own family, is that o.k. with you?” (“Yes”, replies the customer.) “Then allow me to assist you on this trade first, o.k.?” (“Yes”, replies the customer.) That deal gets wrapped up and maybe even with handling some of the same book-out objections. That’s o.k. – one car, one trade. SMALLER OBJECTIONS.
Now break the rules! “Mr. and Mrs. ___ (customer), you have now become part of my family. May I ask you one small favor?” (“Yes”, replies customer.) “Every time I assist someone in their purchase of a vehicle, I always finish with one question. Out of all the people that you know, friends, family, relatives, fellow workers, neighbors, who will be in the market next for a new or used car? Everyone usually gives me eight to nine referrals that I may call on to tell them about your new car and to ask them if they would be interested in trading, not necessarily now but in the future! Do you know anyone who owns a car, truck or SUV that is 3 years old or older? May I list their names so I can get you credit for them when they purchase? While I am getting your new car ready and our paperwork all correct, please fill out this preferred customer referral list with at least eight people you know, o.k.? (“Yes”, replies the customer.) Great, that is eight, anymore? O.K., lets get your second car picked out. Follow me!”
Control from the start, asking the right questions and putting the emphasis on referrals and get them the presumed deal before they ask for it. The second car is picked out. Repeat the same referral list. Mention Bird Dogs on eight deals could be $800.00, sixteen could be $1,600.00. Let’s see, that would be three car payments, great, huh?
A “Thank You Letter” goes out with every name that they gave you with a request for them to call and let them know that you will be in contact with them, along with a new blank list for them to fill-out and send back with a pre-addressed stamped envelope.
SELL THEM ONE AT A TIME AND YOU WILL SELL MANY MORE AS A RESULT OF SLOWING UP THE PROCESS AND ASKING FOR REFERRALS EARLY ON! OH, YES!!!