The events of recent years have caused many customers to radically alter their buying behaviors making the salesperson’s job even more difficult. Traditional approaches to the sales process may no longer be effective.
In addition, salespeople still are faced with some of the age-old challenges that have existed for years. In order to be successful, salespeople must find ways to overcome these challenges and close the deal.
Today’s customer is looking for more from a dealership salesperson. It is no longer enough to bring product specs and a price sheet to the table. To overcome this challenge, become immersed in your customers’ businesses. Learn about trends and issues that are impacting them and their customers. Position yourself as an expert in your customers’ businesses so that you can offer them products and services that allow them to meet their customers’ needs.
If you fail to do this, you will not be able to show customers how you and the products and services you represent bring value to him. Additionally, you leave yourself open to having that customer turn to your competitors who then have the opportunity to take business away from you.
One size fits all sales presentations and sales approaches are no longer getting the job done. Sales efforts must be created that align with the needs of each individual customer.
Another benefit of being a sales consultant as opposed to merely a salesperson is it allows you to discover additional products and services your dealership offers that might be useful to the customer. It is easier to sell additional products and services to your existing customer base than to make an initial sale with a new customer.
Many salespeople, especially those who are new to the process, will spend time selling to the wrong person. While there is nothing wrong with spending time speaking with those who influence the decision, salespeople should be encouraged to find out early in the sales process who a customer’s final decision maker is.
