What is the emotional process that leads to the purchase of a new vehicle? It begins with a new development in the buyer’s self-image. That is, the buyers see themselves in a new way — as the owners of that new car, truck, van, or SUV and all the status it affords them.
If the projected vehicle purchase is small in relation to the buyer’s income, the self-image change need only be small. But if the purchase is a large one, the change in self-image that makes the purchase possible will be large. Such a change can come about very quickly. It can take place within a few minutes, or even within a few seconds.
Champion automotive salespeople are adept at spotting these changes in self-image as they occur during sales presentations. They are quick to reinforce the buyers’ realization that they can have, enjoy, deserve, need, and are worthy of the marvelous new vehicle they like. Do that, and they won’t just like it; they’ll want it, need it, and realize they can’t get along without it — then they’ll buy it. [Read more...]