Let’s talk about the processes, the playbooks and all the ABCs to closing. They all include how to identify and adjust to the natural tendencies of the three main personality profiles within in us all. In today’s market exclusive let’s stop relying on our dominant traits. Focus more on the understanding of what makes our customers tick, utilizing the self-barometer technique, mastering the 12-foot rule and the genuine smile. Building confidence from consistent practice and performance allows us to make this identification naturally and habitually. When, not if, it is AWOL (A Way of Life) to identify, adjusts, smile and communicate in a like-minded fashion with others, the rapport becomes cement instead of just a sandy foundation. The more we learn, the more the barrier is dropped, the more prepared we are, it shows we utilize today’s reveres TO, which empowers us to make presentation and demonstrate one seamless step.
Lead rather than be led. We must intuitively prepare our presentations to be tailored around our customer’s profile, stimulus factors and needs. Notice I put needs last, most people do. There has to be something in it for the decision maker. Turn their attention to maximum mileage not just average. Intuitively watch for body language and actively listen to your customers. Forget the nonsense expression: “It is what it is.” In this world guys, it is all about perception. “It is what they think it is.” “We are what we think we are” and more importantly “We are what the customers thinks we are.”
When I refer to the pit stop area, far too many people give up the lead from the beginning by allowing their drivers to sit in the driver’s seat, purposely block them from that seat. This is why, as we make our way around the vehicle we may even want someone of my stature 6’3”, 210 lbs. to “jump in the trunk” as I call it. What I am referring to folks is the lost art of entertainment. Captivating, presenting and selling.
As we make our way around to the passenger’s side it is essential that by this point, with the appropriate climate control, etc., we demonstrate those interior features and help our customers reach their comfort zone. A huge psychological selling point: always have seats at the midway point. Remember getting in a vehicle, people want to adjust the seat into their comfort zone. Remember someone bigger in stature will instantly try to move the seat back. In that same vehicle that I cannot adjust the seat, I will tell my subconscious that it is too small. It could have been just a slight obstacle rather than a lasting subconscious impression by me adjusting the seat myself, move the seat, the wheel or anything that the customer can adjust themselves. Obviously we explain, when we pull off of the property, we are simply pulling off to the demonstration area. Remember with the reverse TO, confirmation based appointment system etc.; we already have a driver’s license on file allowing us to present the demonstration seamlessly.
My decades of experience, I have never had a customer complain or freak out about the actual driving part of the demonstration on the vehicle. Those with the greatest fear of putting the vehicle in drive and pulling off to the demonstration area are the salespeople. Set up as many right hand turns only (remember do not have left hand turns raise anxiety levels) keep them comfortable. When you get to the pit stop don’t just say do you want to drive it now? That is an open-ended question that quite frankly can lead to a sustained objection. I am tired of hearing people talk about objections, because once they are sustained there is no overcoming them, there is nothing left to say.
Professionals practice it until they can’t get it wrong, where amateurs stop when they get it right the first time. As I mentioned, I want to have you touch that tire, so they are not afraid to touch it themselves. Touch it first and ask them to touch it just once when, not if, they do share with them with tremendous influx in our tonality the reason that you wanted them to touch that is because it is the last time that they will have to touch it for ___ amount of years with “our” roadside assistance program. Remember when we say it we own it; this goes for truth and lending statements. It’s all in the presentation and selling the sizzle, not the steak. Words such as “imagine” get all three personality types. “Can you imagine not having to worry about anyone driving this vehicle having to change a tire on the side of the road with 18 wheelers whizzing by?” Own it!
Allow them to imagine their vehicle. Way too many sales consultants try to get people to picture the vehicle in their driveway, which only one third of the people’s personalities actually process. Remember, mental ownerships triumphs financial ownership, and their comfort zone is the key ingredient to starting their turn on the demo ride after the pit stop. Do it, you will double your sales.