Product knowledge is one of the most valuable skills you can have as an automotive salesperson. It can help you identify and qualify your leads' needs, preferences, and motivations, and match them with the right vehicle. In this article, we will show you how you can use product knowledge to qualify a lead's needs in four steps.
The first step is to ask open-ended questions that invite your leads to share their situation, goals, challenges, and desires. Open-ended questions should start with words such as what, why, how, where, and when, so that you can avoid yes or no answers. For example, you could inquire about what they are looking for in a new vehicle, why they are considering buying one now, how they plan to use it, where they usually drive it, and when they need to make a decision. Asking these questions will help you uncover your leads' needs and pain points while also building rapport and trust .
Not only ask the right questions but ask them at the right time, and know when to be bold and when to be soft, people will be more open to you if you show interest in what they're looking for; the diagnosis is the most critical part of the funnel, but don't be there forever, just take your time to get the problem clear to go towards a clearer solution.
This is a rarely used skill that can help establish a better working trust(rapport) between the customer and the sales professional. Open end questions show what the customer has to say is important. It also demonstrates our efforts to be a solution provider for the customer by gathering as much relevant information as possible. Open end questions also help the sales professional maintain control and guide the direction of the conversation.
Utilize deep product knowledge to qualify leads by asking targeted questions that assess their specific needs and challenges. Tailor the conversation to showcase how your product addresses those needs, demonstrating a clear understanding of the lead's requirements and offering a solution that aligns with their priorities.
Leveraging product knowledge to qualify a lead's needs begins with asking open-ended questions. These questions, informed by your understanding of what each car offers, encourage potential buyers to express their preferences, concerns, and expectations in detail. For example, by asking, "What features are most important to you in a vehicle?" you can guide the conversation towards how specific vehicles in your inventory meet those needs. This approach not only helps in identifying what the customer values but also positions you as a knowledgeable and consultative salesperson.
The second step is to actively listen and take notes of your leads' answers. This involves paying attention, demonstrating interest, nodding, and restating what they say. Writing down key information, such as their budget, preferences, priorities, and concerns is also important. You can show that you are listening and understanding by saying something like: "I see, so you are looking for a vehicle that is spacious, reliable, and fuel-efficient." or "That makes sense, so you are concerned about the safety features and the warranty of the vehicle." or "I understand, so you are ready to buy a new vehicle within the next month." These statements will help you confirm your leads' needs and show that you care about them.
Listening with the intent to understand rather than listening with the intent to reply is critical for effective selling. To ensure accuracy, writing down the information allows the sales professional to display the importance of what the customer has to say. This builds trust between the two parties which makes it easier for the customer to open up. Listening and taking good notes will have a positive impact in multiple ways and is highly recommended for maximum efficiency.
As you engage with leads, active listening becomes crucial. Pay close attention to their responses, using your product knowledge to read between the lines. Taking notes during these conversations allows you to capture key details that can inform your follow-up and proposal. For instance, if a customer emphasizes safety, you can tailor your presentation to highlight the advanced safety features of vehicles in your inventory. This attentive approach demonstrates that you value their input and are committed to meeting their needs.
The third step is to demonstrate the value and benefits of the vehicles that match your leads' needs. To do this, you need to use your product knowledge to highlight the features and advantages of your vehicles, and relate them to your leads' needs and pain points. For example, you can explain how a vehicle has a spacious interior, a powerful engine, and a hybrid system that can save money on gas and reduce environmental impact. You can also point out its high safety rating, comprehensive warranty, and roadside assistance program that can provide peace of mind and protection. Additionally, you can show how the vehicle is available in different colors, models, and packages that can suit your style and preferences. By doing so, you will be able to show your leads how your vehicles can solve their problems and fulfill their desires.
When the value built in the vehicle and the customer experience with the sales professional are both high, price becomes a little less relevant. Studies show that people buy 90% based off emotion and back it up with 10% logic. This means almost every buying decision is emotionally motivated. Building positive value in the vehicle stimulates the emotions that drive buying decisions and help the customer justify the price.
With a deep understanding of your stock, you can effectively demonstrate the value and benefits of each vehicle to match a lead's needs. Use your product knowledge to draw connections between what the customer is looking for and the features of your cars. Be it fuel efficiency, horsepower, or advanced technology features, showing how these benefits align with their lifestyle or preferences can significantly influence their decision-making process.
The fourth step is to confirm interest and close the sale. To do this, you need to assess your leads' degree of desire and willingness to buy your vehicles. This can be done by using trial closes, such as asking how they like the vehicle, if it meets their needs, and if they are ready to take it for a test drive. If your leads show interest, you can close the sale by asking for their agreement, addressing any objections, and finalizing the paperwork. Product knowledge is a powerful tool that can help you qualify your leads' needs and sell more vehicles. By following these four steps - asking, listening, demonstrating, and confirming - you can turn your leads into happy customers.
Once you've tailored your pitch to the lead's preferences and showcased how your vehicles meet their needs, the next step is to confirm their interest. Here, your product knowledge equips you to address any last-minute concerns or questions they might have. By reaffirming the fit between their needs and the vehicle’s features, you can smoothly transition into closing the sale. This might involve discussing financing options, incentives, or next steps in the purchasing process, always ensuring that the lead feels confident and informed in their decision.