If you’re not already the top sales person in your company, you may have some pre-conceived notions about what that person is like. When you hear the phrase, “Closing the Sale,” what comes to mind? Aggressive? Intimidating? Persuasive? I feel “Closing the Sale” is helping people make decisions that are good for them. The key words here are “good for them.” If you plan to be in the automotive business any length of time, you’d better get a handle on that point or your career will dead-end quicker than you can say, “lickety-split.”
We have a tendency to think that everybody closes sales in the same manner. This is not so. In fact, many salespeople who close sales are not even sure how they do it. Some earn tremendous incomes and can’t really pinpoint why they are so successful. I’ve visited with top salespeople in many fields and I’ve asked them, “Tell me how you close the sale?” They’ve replied, “Well, I just do,” or “It just happens.” That’s not true, but they’ve never sat down and analyzed what it is they do that has made them so successful.
I’m going to outline some tactics and strategies that have been proven beyond a shadow of a doubt to work for everyone when you adapt them to your personality, when you adapt them to the way you speak, and to your style of delivery.
The profile of great closing sales people
The very first thing is they have committed themselves to become students of techniques. What does that mean? It means they commit to selling and make it a part of their lives so that every day they are students. They constantly search for new techniques by attending seminars, reading books, listening to audio programs and then striving to incorporate at least one new technique or concept they have learned into each selling situation.
Another part of closing sales is that you must have the ability to get people to like you and trust you. If they like you and trust you, they won’t fight the sales process. However, if they don’t like you and trust you, not only will the strategies not work, they’ll backfire and your clients will feel you are getting pushy. Radiate empathy, but also have the ability to call for a decision and close the sale.
Top salespeople have confidence. Have you ever lacked confidence? Have you ever been wary of meeting new people? Sure! Everyone has. We overcome this by learning certain phrases, learning to ask the right questions and by doing this we can build our confidence–just by using the words and making them our own.
Do you know what the greatest closing tool of all is? It’s one word and that word is Enthusiasm–enthusiasm for what you do. I don’t mean the type of enthusiasm that is outward, bubbly, ranting and raving–but the enthusiasm that you have inside that people feel you have for your industry, your product and your career.
To build your enthusiasm, commit to living by the four P’s.
- The first one is Preplan. Preplan every presentation. Before you meet your clients, preplan. Before you demonstrate a vehicle, preplan. Before you handle an ad call, preplan. All professionals preplan–they don’t wing it! They don’t just get in front of a qualified decision-maker and start talking. They know exactly where they are going and have their strategies and techniques planned out in advance.
- The second P is Practice. What were all of us taught? Practice makes perfect. I’d like to change that to Perfect practice makes Perfect. There are many people who practice what doesn’t work. They watch an incompetent salesperson, not recognizing the incompetence, and they start doing the same thing. The key is to find a professional who has done what you want to do, set your goal to practice what he or she does and then perfect it.
- You must always work to Perfect what you do. If ever you feel you know it all, you are in trouble. The more you know, the more you need to know. It’s just like your income. As you sell more vehicles and therefore, increase your income and expand your clientele, you’re going to need to increase your knowledge level. Remember, there is always a better way of saying it–and a better way of doing it. Don’t allow yourself to plateau.
- The fourth P is Performance. You are putting on a performance with every client contact. This doesn’t mean you are phony. It means you are saying the right words the right way to get the end result that is in the best interest of your clients. So, when you talk on the phone, when you meet people in the showroom, when you go on a test drive, it’s a performance. Everything you say and do is part of your performance.
Become a student of selling, study the four P’s I have listed above. Watch what the top people in your dealership are doing, and search for new techniques and you’ll start closing more sales!
Copyright Tom Hopkins International, Inc.