One of life’s mysteries is why an aggressive salesperson with virtually no product knowledge can out-sell a polished, polite, articulate product specialist on a technically intricate vehicle? To understand and convey Porsche engineering to a client requires a thorough working knowledge of the product.
The answer came to me years ago, but even then, I didn’t really understand how important it was. The Porsche delivery procedure had just changed. I studied it with a passion. When delivering my next car, I put all my energy and concentration on getting every step exactly right. I nailed it leaving no stone unturned.
My SSI score was a failure. This prompted me to call the customer and inquire as to what could have been wrong. The customers (husband and wife) thought I was upset with them, and that made them feel uncomfortable. I was so busy concentrating on procedure, that I didn’t connect with them on a personal level. They thought maybe they did something wrong and that was why they felt I was so cold.
Years ago, Toyota used the slogan, “Oh, what a feeling.” That was exactly it. Buying and taking delivery are a feeling. It is a kinesthetic experience. You can say all the right things, but how you say those things is more important. The salesperson that puts the client at ease, establishes a positive relationship, and entertains the client has a much better chance of closing the sale.
NADA statistics show that 80% of shoppers leave home with intent of buying. First time prospects close at rate of 20%. Professional salespeople successfully talk 60% of potential buyers out of buying. Be-backs close at a much higher rate, but who’s coming back to a store where they didn’t have their needs met or didn’t enjoy the process?
Ego protection then kicks in with the salespeople. Clients are labeled with terms like flake, shopper, dreamer, etc. The less comfortable a client feels, the less likely they are to buy. As price goes up, the risk factor increases. Risk can only be overcome by a comfort level founded in the understanding of value, benefits, a sense of urgency, and an enjoyable experience. Clients need to know and feel that they are the most important people in the dealership. They need to be fully engaged and entertained. They need to have fun.
Atmosphere in the store sets the mood. If salespeople are in fear of their jobs, that uneasiness will be contagious. On the other hand, confidence and happiness are also contagious. A salesperson on a roll is much more likely to close the next sale. It just feels right. Being armed with encyclopedic knowledge is no substitute for enthusiasm. Smiles and laughter go a long way. Attitude is more important to a client than aptitude. Everything must feel right.
There is nothing wrong with teaching the personality a little product knowledge. The challenge is inspiring the knowledgeable salesperson with a pleasant, enthusiastic, disarming demeanor. Toyota was right, “Oh, what a feeling.”