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Last updated on 2024年7月8日

You're struggling to sell cars to older customers. What can you do to connect with them?

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Selling cars to older customers can be challenging, especially if you're used to dealing with younger or middle-aged buyers. Older customers may have different preferences, expectations, and concerns than other segments of the market. They may also be more resistant to change, more loyal to their existing brands, and more skeptical of your sales pitches. How can you overcome these barriers and connect with older customers? Here are some tips to help you improve your automotive sales skills and increase your conversions.

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Paul King

Sr. Data Science Manager at Apple; fmr Computational Neuroscientist, Software Technologist
Deborah Goulart

Especialista em gest?o Comercial e Vendas, Lideran?a, Desenv. humano e forma??o de equipes de alta performance no…
Vilato Marrero

Certified by Association of Master Trainers in The LEGO?? SERIOUS PLAY?? METHOD ? Everything DiSC? and Five Behaviors?…

1 Understand their needs

The first step to selling cars to older customers is to understand their needs and motivations. Older customers may be looking for a car that is reliable, comfortable, safe, and easy to maintain. They may also value features that enhance their mobility, visibility, and accessibility, such as adjustable seats, large windows, backup cameras, and voice controls. They may not be interested in flashy designs, high performance, or cutting-edge technology. To connect with older customers, you need to ask them open-ended questions, listen to their answers, and show them how your car can meet their needs.

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Deborah Goulart

Especialista em gest?o Comercial e Vendas, Lideran?a, Desenv. humano e forma??o de equipes de alta performance no mercado imobiliário | Treinadora de líderes | Estrategista | Palestrante | ???? IG @deborahprofissional
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N?o ignorar a sua inteligencia ou altivez, trata-lo como o cliente especial que é, indiferente da sua idade. Ouvir atentamente o que busca e o que valoriza na aquisi??o do veículo. Propor uma experiência de degusta??o. Conduzir a venda focada em seus valores.

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Vilato Marrero

Certified by Association of Master Trainers in The LEGO?? SERIOUS PLAY?? METHOD ? Everything DiSC? and Five Behaviors? Authorized Partner ? John Maxwell Coach, Teacher, Trainer and Public Speaker ?
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Three things I’ve found helpful to increase sales to older customers: First to use active listening so it will help you after asking great questions and understanding about their wants and needs. Second is to best serve them by investing genuine time, be patient and present a solid value proposition. Chances are they have the credit, the money and are only looking for a professional salesman/saleswoman to trust and in exchange give his/her deal. Third is to connect with them in an emotional level with values. Courtesy, respect and empathy to name a few. In other words, win their hearts and you’ll see your sales explode. Ps. This formula will also help you with other generations too.

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Stephen Sinclair

Freelance Sales Consultant | Helping Founders, CEOs of Tech Startups, Scaleups & SMEs to Achieve Sales Growth, by Improving Sales Operations | SD, CRO, CSO & Sales Enablement | AI | SaaS | Technology
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Be prepared to listen to their stories and pick-up on key points that relate to the journey they are on to finding a new car with you. Listening is a great skill to have in sales and especially with older customers who know what they want but want to take their time getting to the right decision for them.

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Dennis Meyer

Verk?ufer für FORD Gewerbekunden beim Auto Park Rath in Düsseldorf & Autohaus Kierdorf in K?ln | Authentizit?t - Pers?nlichkeit - Individualit?t - Echt.
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?Ltere Kunden haben andere Bedürfnisse und Kaufmotive als jüngere. Verstehen Sie diese, damit Sie erfolgreich sind. H?ren Sie Ihren ?lteren Kunden zu! Verarbeiten Sie anschlie?end das geh?rte. Stellen Sie offene Fragen! Mit gro?er Sicherheit werden Sie auch Geschichten von "damals" h?ren, aber das sollte für Sie kein Problem darstellen, ziehen SIe scih daraus auch die wichtigen Informationen.

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Kalpana Shanmugasundaram

Head Business Development | B2B Sales| Inside Sales | Enterprise Sales| Field Sales |New Client Acquisition| Customer Retention |Customer Success | Technical Consultative Sales | Digital Marketing| Content Writing
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To connect with older customers and improve car sales, I would focus on building trust and understanding their unique needs. Firstly, I'd adjust my approach by speaking their language and avoiding technical jargon. Secondly, I'd emphasize safety features and reliability, which are often top priorities for older customers. Thirdly, I'd offer personalized test drives and demonstrations to address any concerns or preferences they may have. Lastly, I'd provide excellent customer service, being patient, attentive, and knowledgeable, to establish a long-term relationship built on trust and satisfaction.

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2 Build trust and rapport

Older customers may be wary of salespeople who try to pressure them or manipulate them into buying a car. They may have had bad experiences with dishonest or pushy salespeople in the past, or they may have heard stories from their friends or family. To sell cars to older customers, you need to build trust and rapport with them. You can do this by being respectful, polite, and friendly, using their name, and making eye contact. You can also show them that you care about their satisfaction, not just your commission, by providing honest information, offering helpful advice, and addressing their concerns.

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Dennis Meyer

Verk?ufer für FORD Gewerbekunden beim Auto Park Rath in Düsseldorf & Autohaus Kierdorf in K?ln | Authentizit?t - Pers?nlichkeit - Individualit?t - Echt.
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Vertrauen ist das A und O. Egal ob bei ?lteren oder jüngeren Kunden. Der Unterschied ist, dass die ?lteren Kunden mehr Erfahrung haben. Mitunter auch schlechte Erfahrung mit Autoverk?ufern. Schaffen diese aus dem Weg und bauen respektvoll eine Beziehung auf. Zeigen Sie Hilfe auf, und kommunizieren Sie offen, dass Sie nicht nur auf die Provision aus sind!

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Allan Koehler

Retired Auto Sales Profesional
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In my experience you need to take time. Build rapport and trust. Find out what they need and their budget. Being honest and straight forward. Bring the vehicle up and explain the car to them.

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Kapil Mohan

Managing Director at Terminal -1 . Motivational speaker , with more then two decades of experience in Imports , luxury and domestic car sales with Nissan , Toyota , Maruti , Hyundai , Ford and BMW .
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Older customer need trusted sales persons . For them trust is the most important thing as they will not be in a position to run after any one who sell and then never show his or her face again . Also if they have any concerns TAT should be fast as they because of age can be frantic which is not good .

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3 Demonstrate value and benefits

Older customers may be more price-sensitive and budget-conscious than other customers. They may have a fixed income, a limited savings, or a retirement plan that they need to consider. They may also be more aware of the depreciation and maintenance costs of owning a car. To sell cars to older customers, you need to demonstrate value and benefits, not just features and specifications. You need to show them how your car can save them money, time, or hassle in the long run, and how it can improve their quality of life. You can also offer them incentives, discounts, or financing options that suit their financial situation.

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Dennis Meyer

Verk?ufer für FORD Gewerbekunden beim Auto Park Rath in Düsseldorf & Autohaus Kierdorf in K?ln | Authentizit?t - Pers?nlichkeit - Individualit?t - Echt.
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Zeigen Sie auch Ihren Kunden, dass Sie Ihren Wert haben und auch diesen Wert sind. Zeigen Sie klar die Vorteile auf und wie sich das Fahrzeug preislich entwickeln wird und wie in den kommenden Fahrzeugen die Wartungskosten sind. Bieten Sie auch ?lteren Kunden FInanzierungsm?glichkeiten an und schaffen Kaufanreize. Nicht jeder ?ltere Kunde m?chte mit seinem ersparten Geld ein Auto kaufen, daher finden Sie auch hierfür M?glichkeiten.

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Miguel Angel Ariza Salazar

Product Specialist at Identificaciones JMB
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When selling what customers need to see first is what they gain with the purchase, and how valuable the product is for them, They need to feel that their money returns value to their lives.

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4 Use testimonials and referrals

Older customers may be more influenced by the opinions and experiences of other people than by your sales pitches. They may trust their friends, family, or peers more than you, or they may look for social proof and validation before making a decision. To sell cars to older customers, you need to use testimonials and referrals. You can do this by sharing positive reviews, ratings, or feedback from other older customers who have bought your car, or by introducing them to satisfied customers who can vouch for your car and your service. You can also ask them for referrals, or reward them for bringing in new customers.

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Dennis Meyer

Verk?ufer für FORD Gewerbekunden beim Auto Park Rath in Düsseldorf & Autohaus Kierdorf in K?ln | Authentizit?t - Pers?nlichkeit - Individualit?t - Echt.
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Wie bereits erw?hnt sind ?ltere Kunden nicht gleichzusetzen mit jüngeren. Bevor eine Entscheidung getroffen wird, wird vieles abgew?gt. Verwenden Sie Kundenempfehlungen (im Idealfall von ?lteren Kunden), damit diese auch ein gutes Bild von Ihnen und dem Fahrzeug bekommen.

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5 Follow up and follow through

Older customers may take longer to decide and buy a car than other customers. They may need more time to research, compare, or consult with others before making a commitment. They may also have more questions, doubts, or objections that need to be addressed. To sell cars to older customers, you need to follow up and follow through. You need to stay in touch with them, remind them of your offer, and provide them with additional information or assistance. You also need to deliver on your promises, and provide them with excellent after-sales service and support.

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Dennis Meyer

Verk?ufer für FORD Gewerbekunden beim Auto Park Rath in Düsseldorf & Autohaus Kierdorf in K?ln | Authentizit?t - Pers?nlichkeit - Individualit?t - Echt.
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Follup Up Kontakte sind bei jedem Kunden wichtig. Aber bei ?lteren Kunden vielleicht noch wichtiger als sonst. Zeigen Sie Interesse an Ihrem Gegenüber, bleiben Sie am Ball! Auch wenn diese Kundengruppe am meisten Zeit kostet, sind dies auch die dankbarsten! Zeigen Sie auch Dankbarkeit bei Ihrer Kundschaft. M?glicherweise m?chten Sie sich auch dann auf die Senioren spezialisieren.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Paul King

Sr. Data Science Manager at Apple; fmr Computational Neuroscientist, Software Technologist
(已编辑)
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Ask them what they are looking for. People who have purchased cars a few times probably have some goals in mind that are motivating their new car search.

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You're struggling to sell cars to older customers. What can you do to connect with them?

1

2

3

4

5

6

1 Understand their needs

2 Build trust and rapport

3 Demonstrate value and benefits

4 Use testimonials and referrals

5 Follow up and follow through

6 Here’s what else to consider

Automotive Sales

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You're struggling to sell cars to older customers. What can you do to connect with them?

1

2

3

4

5

6

1 Understand their needs

2 Build trust and rapport

3 Demonstrate value and benefits

4 Use testimonials and referrals

5 Follow up and follow through

6 Here’s what else to consider

Automotive Sales

给文章评分

感谢您的反馈

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