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A message to the Beverly Hills Porsche sales staff:
Anyone that’s been in the car business for a while knows how much our business has changed. The internet came along and WHAM, customers are now better educated, more demanding and quicker to throw up objections based on something they picked up on the internet.
But one thing has not changed, Human Nature.
People still want to “feel” something. There is an intrinsic need for people to feel appreciated. In his book “The Thank You Economy” Gary Vaynerchuk talks about how the most profitable companies in today’s market do something consistent, they genuinely thank the end users i.e. their customers.
In order to beat the competition and to overcome sometimes irrational objections we need to win the customers over with kindness. When a person feels appreciated they are more open to suggestions, they are easier to negotiate with and much more likely to buy even if we have the higher price.
One easy way to start them off is to thank them during your greeting. “Hello, Thank you for coming to Beverly Hills Porsche. What brings you in today?” Never make them feel like they are taking up our time rather thank them for letting us encroach on their busy day. “May I take a few minutes out of your busy day and offer you a chance to drive the new [Porsche]?” After the demonstration drive, “Thank you for allowing me to show you how amazing the new [Porsche] is.”
The best way to keep your current customers loyal and to start seeing highly qualified referrals is to show genuine gratitude towards them. What are you doing after the sale? Are you mailing a hand written thank you note? Are you sending a thank you email? How about a thank you gift? Imagine for a moment that you just spent around $100,000 on a single item. How would you feel if the salesperson never thanked you much less remembered your name two weeks later. A hundred thousand bucks!
Last month I delivered a Panamera S. The gentleman who bought the car said if it wasn’t for his grandson’s passion for Porsche he would have never come in to see the car. As a thank you I made an “Honorary Salesman of the Year” certificate for his grandson and presented it to him along with a die-cast model of the Panamera S. In total it cost me a paltry $45. This customer said that thoughtful gesture meant the world to both of them. He insists that there are now two Beverly Hills Porsche life long loyalists.
One of my favorite quotes is from the great Zig Zigler, “You can get everything you want in your life if you help enough people get what they want.”
Sometimes the greatest thing they want is to feel like we appreciate them.
Let’s start changing the culture of our store and business today!
Thank you for reading all the way to the end,