Selling cars is not just about presenting features and benefits, it's also about understanding and influencing customer emotions. Emotions play a key role in decision making, especially for high-value purchases like vehicles. In this article, you'll learn how to use customer emotions to close more auto sales and boost your commissions.
The first step to using customer emotions to close more auto sales is to identify them. You can do this by asking open-ended questions, listening actively, observing body language, and empathizing with their needs and wants. Some common emotions that customers may experience during the car buying process are excitement, anxiety, frustration, curiosity, and satisfaction. By recognizing these emotions, you can tailor your sales pitch and responses accordingly.
One of the great ways to elicit emotional responses to to use your SQ or Social Quotient to connect with the customer. Be a great host and offer the highest level of hospitality before engaging in probing questions. Keep it away from business for the first 5 to 10 minutes. This will break down preconceived ideas that you are going to pounce on them. Start with a pattern interupter. Best one ive always used is " whats the special occassion?" This puts them into the emotional state better than anything. Happy emotions. The emotional curve the customer experiences starts low. As the process continues and they get closer to finding the vehicle, emotional levels rise. It peaks as the test drive is completed and they found the one.
Lernen Sie Ihren Kunden und dessen Emotionen kennen. Stellen Sie offene Fragen, damit Sie nicht nur die Antworten h?ren, sondern damit Sie die Reaktionen Ihres Gegenübers werten k?nnen. Ein Autokauf ist ein emotionaler Prozess und vorallem eine Sache des Vertrauens. Für die meisten Kunden wird ein Autokauf der teuerste Kauf des Lebens sein, daher behandeln Sie Ihre Kunden zuvorkommend, h?flich und seien die der beste Gastgeber den Sie sich vorstellen k?nnen. Schaffen Sie eine Wohlfühlatmosph?re.
The second step to using customer emotions to close more auto sales is to match them. This means that you should mirror the customer's tone, energy, and expression to build rapport and trust. For example, if the customer is excited about a particular model, you should show enthusiasm and highlight its positive features. If the customer is anxious about the price, you should reassure them and offer solutions that fit their budget. Matching customer emotions can help you create a connection and influence their perception of you and the car.
The third step to using customer emotions to close more auto sales is to trigger them. This means that you should use emotional triggers that appeal to the customer's values, goals, and desires. For example, you can use stories, testimonials, or demonstrations to show how the car can improve their life, solve their problems, or fulfill their dreams. You can also use scarcity, urgency, or social proof to create a sense of fear of missing out, need for action, or desire for belonging. Triggering customer emotions can help you motivate them to buy and overcome objections.
Storytelling works!! It starts by having a virtual business card with customer comments and reviews to show your prospect. A little background on you will humanize you with the prospect. You should have at least 6 to 8 stories well rehearsed and ready to go. Avoid long stories. Keep it to 1 to 2 minutes and have a point to the story. Also dont be afraid to try to illicit a story from your customer. If they remember an experience that fits the situation, they will close themselves.
The fourth step to using customer emotions to close more auto sales is to manage them. This means that you should handle any negative emotions that may arise during the negotiation or closing stages. For example, if the customer is angry about a trade-in offer, you should acknowledge their feelings, apologize for any misunderstanding, and explain the rationale behind the offer. If the customer is doubtful about the financing terms, you should provide evidence, guarantees, or incentives that can ease their concerns. Managing customer emotions can help you prevent them from walking away or delaying the decision.
The first step to this is for the salesperson to master their own emotions. Keep an even tone and neutral body language. Hands on the table in front. Facial expressions are positive to neutral. ALWAYS ALWAYS ALWAYS test the objection. Its usually a complaint which is different. Tone is waay more important than the words that are used. Use a curious tone and facial expression and have them explain the objection in detail. Keep from going to the rational side with the customer. Numbers, trade websites, auction data. Keep the new vehicle in the conversation. After every objection, re close and gain commitment. Roleplay in front of video os the only way to master your emotions.
The fifth step to using customer emotions to close more auto sales is to confirm them. This means that you should ask for feedback, confirmation, or agreement throughout the sales process to ensure that the customer is satisfied and ready to buy. For example, you can ask questions like "How do you feel about this car?", "Are you happy with this deal?", or "Are you ready to sign the paperwork?" to gauge their emotional state and address any issues. Confirming customer emotions can help you close the sale and create a positive impression.
Trial closes are a great way to gauge interest and build a strong emotional tie to the vehicle. I teach salespeople to trial close on the test drive. Especially if a couple is driving together. Sit in the front seat on the first leg of the test drive to be able to easily demonstrate features. Then find a place to stop and switch out with the person in the back. Then dont talk for the first half of the ride. Let the couple imagine they are alone and what that would feel like. Then trial close. "Where do you think youll take your first roadtrip with your xxxx model?" "Who will you show your xxxx model to first?" Etc etc.. then when the test drive finishes really only one thing to say. "How do you feel about this xxxx model?"
The sixth and final step to using customer emotions to close more auto sales is to follow up them. This means that you should contact the customer after the sale to thank them, congratulate them, and ask for referrals or reviews. You should also check in with them periodically to see how they are enjoying the car, offer assistance, or suggest additional products or services. Following up customer emotions can help you build loyalty, generate repeat business, and generate word-of-mouth.
Survey rules all. We are obligated to the survey and needs to be brought up multiple times. Google review are great as well. Make sure to always celebrate the moment and take pictures for the customer. Social media is essential with the customers permission. Take care of your tech specialist and get them involved.