Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Let me tell you about my friends first car buying experience. My friend and his wife were in their early 20′s when they decided to trade in their 15 year old beat up Chevy Cavalier for a brand new car. After much research and consideration they decided on a local Honda dealership. Now they looked rather young and not the “typical” car buyers, so unfortunately when they first walked in they were not acknowledged After about 10 minutes of looking around and not being acknowledged they walked out rather angrily.
The next Honda dealership they went to greeted them, helped them find the perfect vehicle, and made the process very simple and they purchased that day. How many times has this happened to you or someone you know? Probably more than we like to admit.
Greeting your customer goes beyond “Hello, how can I help you”? As a salesperson it is your responsibility to build a rapport with your customer. The customer wants to know that you are there to help them find what they are looking for, and if they dont know what they are looking for than they want to trust you will help them figure it out. You need to not only engage the car buyer, but also the car buyers family.
I have seen it happen so many times where a husband and wife come in to purchase and the salesperson directly focuses on the husband; the wife gets angry and eventually they end up leaving. A good way to build rapport is just look at your customer. Is he/she wearing a Phillies hat? If so, discuss the latest game. Did you notice that your customer has the new Iphone 5 that came out? Great conversation starter! Once you have a conversation going you can easily redirect it to the car buying at hand.
What if you are in a BDC dept and are on the phone all day; do you still need to “meet and greet”? Well, you need to engage and build rapport with your customer even more since they can not see you. First impressions are what matter the most, so take that into account when you are contacting an internet lead for the first time. This not only works for car dealership but any line of sales you may be in.