Blame TRUECAR For Not Closing the Deal

Your customer knows what they want. You have it in stock. The buyer has third party validation from TRUECar of what is considered a good price and you are below that figure. Yet the customer still doesn’t close?

Who you going to blame now, TRUECar? The customer? The bank? The competition?

Now, I’m sure the sales person and manager have their pat excuses, most of which blame the customer, but the bottom line is, you missed a done deal.

The truth is, your store didn’t close the deal because of something your sales people, managers and finance department either did or did not do. Quit blaming things that are out of your control.

Just because you have a sales team does not mean they know how to close. In fact most of your people never even ask for the close and most of your managers never even meet a customer until it’s too late. Just because your business card says “Sales Person” or “Sales Manager”, it does not automatically qualify you to get the job done.

Just because a sales person or manager has been in the automobile business for 30 years, it does not mean they know how to close today’s buyer. Closing is an art and it’s a skill that is more important today than ever.

Here are just a few major mistakes made by experienced sales people and sales organizations in the automotive industry.

1) ALL TALK NO WRITE UP.
We recently did a mystery shop for one of the major manufacturers. The result was 72% of the dealerships talked to the customer and failed to ever present a written proposal to the customer. The demo ratio was higher than the write ratio. One of the major mistakes being made today is talking too much and not writing up enough.

2) SALES CYCLE IS TOO LONG.
You are taking too long to transact with the buyer. Buyers are spending eleven hours researching online before they purchase.

Time is now costing you business and profits. The average customer is now 57% of the way through the sales process before ever contacting a dealership. The longer the customer spends in your store the less they will pay you and the less likely they will buy from you.

3) NO CHOICES.
Just because the buyer “supposedly” knows exactly what they want does not mean they can or will buy it.

Offering other choices will make the buyer more certain about what they must buy. During the selection and again at the close your sales person should offer the buyer inventory options.

Contrary to old thinking, options do NOT confuse the customer they give the customer enough things to say no to so that they can say yes to the right thing and buy.

Some 65% of all shoppers are on the wrong vehicle when shopping on the Internet and then some 40% are still on the wrong vehicle in finance. We have dealerships doubling their lease rates by simply showing the customer a lease payment.

Offer alternative vehicles, terms, payments, financing options, and down payments and be willing to do so over the phone, with Internet requests and when at the dealership.

You aren’t closing deals and it has nothing to do with the customer! Here are a few more reasons:

1. You are NOT trained on closing deals, you are trained to sell.
2. Your managers don’t introduce themselves until its too late.
3. You never write the customer up although that is the only way to close a sale.
4. You don’t offer choices while 60% of your buyers are on the wrong vehicle.
5. You refuse to push for the deal, instead you offer a lower price.
6. You lack financial motivation to push yourself and then wonder why you don’t make enough money.
7. You don’t follow up soon enough.
8. You don’t follow up often enough.
9. You quit following up after 2 calls.

You want to close more sales? Quit blaming TRUECar, the customer, the competition down the street and Millennials. Your people need training, motivation and if you own the place or manage the place you owe it to your people to train them.

I know sales people and managers at car dealerships that make sales people at Amazon look strong.

Learn how to close like a pro. If you are an individual sales person and want to improve your closing skills join me at SecretsToClosingTheSale.