Is it OK if I Walk Around Alone?

Going to an automobile Dealership to shop for a new car can often be a stressful experience for someone if it isn’t something they have done very often. They may have had a negative buying experience in the past or might have been instructed by a family member or friend about what to expect from a Salesperson. Often they are in a defensive posture when they first arrive and when approached by a Salesperson they will throw out an obstacle in order to avoid being pressured or controlled.? One of the most common statements used for doing this is, “Is it okay if I walk around alone?”?

I often refer to this type of Customer as ‘the Scarecrow’ because they are extremely apprehensive about dealing with a Salesperson and will resist any effort to help them for fear of losing control of the decision making process. This defensive posture usually brings a response from the Salesperson that goes something like this:

“Since I know everything that we have on the lot, why don’t I walk around with you and then if you see something you like I can get the key and open it up for you so you can have a closer look.” ?

Others who don’t feel like bothering with this type of Customer may just hand them their business card and tell them to come in and get them if they see something they like.

The first response will, of course, affirm their fears and make them even more defensive, often to the point of wandering around the lot for a few more minutes and then leaving before the Salesperson gets a chance to make any kind of presentation. ?The second response of here’s my card puts the Customer in an awkward position and usually doesn’t motivate them enough to stick around or go inside to find the Salesperson.?

This kind of interaction between the shopper and the Salesperson is not new. This approach has been taught or at least tolerated for many years in car Dealerships, and it is how Customers have learned to respond in order to avoid being pestered or pressured by a Salesperson.? You would think we would understand by now that today’s informed Customer has tremendous access to information concerning our process and they know what to expect when they come to a Dealership.? With this in mind, why not adapt a better approach that is Customer focused and that will lessen their fears and give the Salespeople an opportunity to at least have a chance to show what they have to offer.

At DLA, we have a different way of viewing this process.? We are absolutely opposed to pressure questions and trial closes. But at the same time we see no value in ignoring the Customer as though they are the one who should initiate the sales process.? Instead, we recognize that since the Customer has come to your Dealership, they are most likely looking to purchase a car and they probably know what you sell. ?Instead, why not catch them pleasantly off guard by responding in a way they would not expect and inspire them with your unique difference from other car Salespeople they have spoken to or will speak to during their shopping process.?

It begins with letting them know that you respect their right to shop and that you even encourage it. If you deny a shopper the opportunity to browse at their convenience, they will shut down on you and will not cooperate with your process.? Here is an example of a dialogue where the Salesperson has already introduced themselves to the Customer and has gotten the response, “Is it okay if I walk around alone?”

Customer:? “Is it okay if I walk around alone?”

Salesperson:? “Of course you can. So may I assume that means you do not need to purchase a car today?”

Customer: “No not today. I’m just starting my shopping process.”

Salesperson: ?“Actually that takes all of the pressure off of me as a Salesperson.? Why don’t we consider today’s visit to be purely just an informational gathering event.? We can look at all the different cars and if some catch your eye just let me know and I can get the keys so you can sit inside of them.? Then before you leave I can provide you with all the pricing information for you to take home to review and compare against the other vehicles you will be considering.”

“So are you more interested in looking at a new or pre-owned car?”

Customer:? “New”

By using this dialogue with the Customer, I acknowledge their right to shop around and have eliminated the normal sales pressure to buy a car today by using the term ‘Informational gathering.’ I have removed all the pressure of buying today and even told them I would give them prices to take home and consider.

These are non-threatening comments and express a genuine concern to help the Customer get to the vehicles they were interested in as quickly as possible.? This eases their defensive posture and presents me as different and unique from what they would normally expect a car Salesperson to be like.? ?My statement, “Then, before you leave, I can provide you with all the pricing information for you to take home to review and compare against the other vehicles you will be considering.” gives them a non-threatening reason to continue a dialogue since I have given them no reason to be defensive or cautious in any way.

By using this approach you catch the Customer pleasantly off guard and give yourself an opportunity to move forward with your sales process.? They see that you are not going to pressure them in any way, but instead you are there to help them with their shopping process. The chance of this happening to them anywhere else is very slim and it sets you apart as someone they can work with in a non-threatening environment where they don’t have to be defensive. This is extremely valuable to today’s informed Customers.

Does this mean you don’t want to sell them a car today?? Of course not!? You certainly would like to do that and you have actually given yourself the best chance by giving the Customer good reasons to buy from you if they find a car they like.? By using this no-pressure approach and avoiding things like trial closes you distinguish yourself from the typical car Salesperson they have met or will meet in their shopping process.? If they do decide to continue shopping at other Dealerships, there is a high likelihood that the impression you have made will bring them back to you when they are ready to make their purchase.

Industry research has continuously shown that most car buyer’s top three shopping priorities are the vehicle, the Salesperson and the Dealership, and in that order. The initial goal of this sales process is to first help the Customer become comfortable dealing with the Salesperson as they begin the process of looking at vehicles?? When the threat of losing control of their decision making is removed it eases their defensiveness and opens the door for a good working relationship; which is the key to any successful and ongoing business association.?

In today’s marketplace, it is critical to understand how to be successful when selling to the new, informed Customers.? They know our process and they don’t want to be subjected to the typical pressure treatment that has for so long been a part of how we do business.? The approach that I have demonstrated here not only offers you the best chance of making a successful sale, but it serves the larger goal of creating a Customer for life, for yourself and for the Dealership you represent.

David Lewis is the President of David Lewis & Associates, Inc. a National Training and Consulting Company that specializes in the Retail Automotive Industry.? He is also the author of 5 industry related books, “The Secrets of Inspirational Selling,” “The LEADERSHIP Factor,” “Understanding Your Customer,” “The Common Mistakes Automotive Salespeople Make”?and "Winners vs. Losers."

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