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Know When to Say 'When'

It has long been known that the salesperson is the most critical deal-breaking factor

in a customer�s decision to purchase a vehicle.That is not to say the price, payments, trade values, incentives and others are not important, but simply the salesperson is the most "critical" of all the factors a customer considers when purchasing a new or pre-owned (experienced) vehicle. We also would largely agree that a 30% closing ratio is considered to be excellent in this industry; that is, of course, when you accurately count all of your "ups." So from this information we can safely say that 70% of all of the customers a salesperson speaks with end up doing business elsewhere because of the salesperson. As salespeople, our job is to understand people and to very quickly develop a positive relationship with a customer through a clearly understood process, all with our own charisma, charm, personality, experiences, etc. I think it is safe to say that most salespeople have the ability to 'et along' with everyone. However, throughout the course of our day-to-day customer contact, we ultimately 'don't get along' with 70% of the people we speak to. We have all kinds of excuses for customers not buying, listed above; however, we as salespeople are the ones responsible for the customer's experience. If we know that 70% of all customers will not purchase because of us and we are supposed to be above-average people in developing quick relationships with strangers, then in reality shouldn't we know when we are with a customer that is going to fall into that 70%? Of course we do, we have all had a customer that we knew in the first three to four minutes of dealing with them that they would not be buying a vehicle from us. What did we do about it?? Here's the challenge I propose to every salesperson: Know when to say when! Once you recognize the fact that you and the customer are not on the same page, not "clicking," you need to be the bigger person. You need to understand and take action in keeping the customer within your dealership. You need to get out of this situation and go get another salesperson or a sales manager to intervene. A statement such as, 'Mr. Smith, I think you would agree, and I am big enough to understand, that you and I just aren't on the same page here, we're not "clicking," and my job as a salesperson for ABC Motors is to ensure that all of our customers are completely satisfied. In order for you to feel comfortable dealing with us here at ABC, let me go get another salesperson to continue working with you. The most important thing to me is not to sell you a car, but to ensure that you want to do business with us, and I think another salesperson can better demonstrate that fact to you, fair enough?' You will be surprised how effective a statement like this can be. It can accomplish two things for you. First, it may be enough to break down whatever barrier has developed between you and the customer and Mr. Smith may simply allow you to proceed or, second, he will allow you to go and get another salesperson. In recognizing for the customer that you can't properly service him, he will be pleased that you were big enough to "bow out" and, in fact, will be even more satisfied with your dealership�s commitment to customer satisfaction. The biggest challenge here and I know it, is to recognize that you aren't the right salesperson and admit it. It�s ok, you will be better off in the long run to know when you are in your 70% world, than when in your 30% world. You can learn a lot more from the customers who don't buy from you than the ones who do, and this approach will help do just that!