The “Magic” Formula for Overcoming Auto Shoppers’ Objections

Psych! There is no magic formula to win every customer’s heart, much as we may wish for one. But don’t just give up at the first sign of contention. Consider steps you can take to appeal to those who raise objections or have doubts during the selling process, especially during a chat or text conversation (tips courtesy of our Contact At Once! dealer community).

Be Relatable

More than 3 in 5 consumers feel like they’re being taken advantage of at a dealership, according to a new Beepi / Harris Poll study. So this first tip is essential when speaking with any prospective buyer: Relate to them. David Bardeen of Mazda West Ridge says, “I do my best to remind the customer that I am one, too. I understand where they are coming from.” This helps people let their guard down a bit and be more open and forthcoming about any concerns that may arise in the midst of the conversation. When you know the objection, you can address it!

Stay Focused on Their End Goal

Another part of empathizing is to stay focused on what the customer wants. In other words, help them find the vehicle that meets their end goal. Dig into what that really means to each individual consumer—which can prepare you for potential conflict too—and look for ways to make the purchase process more convenient and simple (saving time is always a plus!).

Acknowledge the Objection

Don’t forget to respect the consumer’s opinion by acknowledging the issue they’ve raised, either. This way they know you’re listening to them. In other words, don’t just push ahead with your points as to why they’re “wrong” and why your vehicle and dealership are “right.” If they say they’re just browsing or researching, maybe you mention how smart it is to do that kind of research…and then offer some suggestions of what to look for.

Rephrase the Question or Objection

After acknowledging the objection, try rephrasing the original question or point.

• Scenario 1 – Let’s put this in the frame of a chat conversation where the consumer doesn’t want toprovide contact information, which means the chat won’t be considered a valid lead. If the consumer is legitimately interested in what you have to offer, asking for contact information to make an appointment (test drive, etc.) tends to have a high success rate. The key is being genuine in the ask, not just hounding them for information like a human form field.
• Scenario 2 – Another common objection centers around pricing, which we all know can be tricky to handle. Many chat/text users try to avoid such discussions if possible because tension and miscommunication easily happen while discussing the price of a vehicle. If someone chats or texts and really wants to know the price, a good alternative might be sharing the base price that’s already listed online…and reminding the shopper about the many other factors to consider that might be better discussed in person, from trade-ins to credit history, etc. Denise Jackson of Fowler Toyota adds, “If [the objection] is money, I say everything is negotiable in person.”

Provide Good Service

All things considered, the secret to overcoming auto shoppers’ initial objections may often be as “simple” as providing really good service during that chat or text conversation. Listen and address their concerns. Be friendly, seek to answer all their questions, guide their next steps and follow up swiftly. If an issue can’t be resolved over chat or text, let consumers know why and reassure them that you’re getting them the help they need.

The above tips could turn your sales interactions—both digital (chat, text, etc.) and in-person—into better experiences for all involved.