This is the most crucial step in the selling process. Without this step, failure is assured. Even when the client has been persistent in repeating that they’re not a buyer, the salesperson must pursue a positive answer. “I know you’ve told me you’re not buying today, so help me understand your hesitancy.” Use open ended questions until you feel it’s appropriate to ask, “When do you see yourself becoming the proud owner of a Porsche?” “What does that depend on?” “Do you see yourself being more flexible if it were to your advantage to make the purchasing decision?”
Qualify the objection(s). Selling begins when you hear the word, “No.” How do you ask without seeming pushy? Ask your client if they feel comfortable making the purchasing decision. If no, why not? “Tell me about that.” When will they feel comfortable making the decision? “Why is that?” “Other than that, is there any other reason that you wouldn’t purchase now?”
Leave no stone unturned. Have a clear picture of your client’s timetable and objections. Do not ask yes and no questions unless you’re prepared to deal with the negative response. It’s human nature to respond in the negative. “Do you want some chocolate ice cream?” “No, well wait, that sounds pretty good, I think I will.” Even if it’s something they really want or like, it’s human nature to respond in the negative. Don’t give up.
A short story exposes the game plan used by some to gain a stronger negotiating position. A young man and his bride moved to a market where housing was surprisingly affordable. While looking at a potential purchase, they separated themselves from the agent, she looked at him with a sad expression. He was doing his Stonewall Jackson impersonation. “You don’t like this House?” She spoke. “I love this house. I’m just not going to let them know I love it.” Several clients are actors not wanting to lay down for the sale. She was relieved, and they bought the house. How many of your clients are trying to send you the wrong signals?
If you don’t ask for the sale every time, you’re conceding defeat. You can’t possibly sell the car without asking. Have you ever seen a heat seeking missile? It continues to change course with its target. Remember, they came to you and, most likely, left their home with the intention of buying a Porsche. It doesn’t make you a bad guy by trying to help them do what they came in for in the first place.
If the unrealistic buyer makes a very low offer, don’t manage your own deal by refusing their offer or insulting them. Write the offer and submit it. Let the manger determine if or when it’s time to let them go. You can disarm them by saying, “You know, I think it’s my fault. I don’t think I took the time to show you the value in the (model). Let’s go look at what I might have missed. Go back to your presentation. The other possibility is that the model selected is just too expensive. Suggest that for what they want to pay, maybe a lesser model would be a better fit. Better yet, let your manager suggest changing models. Stay on their side.
Now it’s a question of negotiations, not whether they’ll buy. First things first. We need to determine if it’s too much car. Do we have an alternative that will suite their wants and needs? Is it a budgetary question? Can we find a creative way to fit this into their budget? Get them off the purchase price and on payment. Take the payment and divide by 30. Show them how much they need to sacrifice per day to make their dream come true. Remember, Porsche buyers see their purchase as a reward.
Make sure the objections are real. If they say it’s color, then respond with, “If you had the right color, is there any other reason you wouldn’t buy?” It’s possible that the real objection is price. We need to know what must be overcome. If they keep adding objections, find out the real reason why they are hesitant.
Remember, it’s not being pushy trying to help them achieve what they set out to do. Keep in mind that all of them said, “One day, I’ll own a Porsche.” You are helping them achieve their goal. All Porsche buyers see their purchase as a reward. Help them reward themselves. Don’t hesitate to ask, “Is this a birthday present, an anniversary present, or are they just rewarding themselves because they’ve earned it?”
Successful negotiations are always a win-win situation. They win by getting the vehicle they want at a fair price, and/or payment; management wins by selling a vehicle. Even the toughest negotiators what to be perceived as fair. Follow up asking for commitment with, “That’s fair, isn’t it?”
Managers are motivated by commitment. Make sure your client knows it’s to their advantage to commit before entering negotiations. Explain the difference between buying price and shopping price. Some shrewd salespeople occasionally release a client with a shopping price. That could be either a lie or a stripped-down model (no options). If a price seems too good to be true, it probably is anything but the truth.
Once you have commitment, tell your client you want to make sure that vehicle is still available. They just raised their offer before making one. Now it’s their car.