We talked about making friends, getting to know, finding common ground, analyzing customers’ wants and needs on the step three of our sales process. We can describe all those things as “rapport building” but we cannot say this only happens on step three.
Building rapport is the process of connecting with your customers. It is a vital part of the sales process and it is not contained in one step. You will be building rapport with your customers from their initial inquiry or the first handshake through finalizing your deal.
What do you want to accomplish by building rapport with your customers?
You want to make them more comfortable with you and like you. Customers who are comfortable with you and who like you will also trust you.
Having earned your customers’ trust, you will have a much easier time to persuade your customers to select a car and agree on the terms of the deal.
Having a great attitude, friendly personality, enthusiasm and a genuine smile will help you build rapport. To increase your odds of building rapport quickly and easily, you must learn about human behavior, perceptions, communication preferences and triggers.
If you have a better understanding of those things, you will have a much easier time persuading your customers to buy.
One of the great resources in the subject of persuasion is Robert Cialdini’s book: Influence: The Psychology of Persuasion
According to Cialdini, there are six principles involved in persuading people.
You can use principles of persuasion when you are selling cars and you increase your influence with your customers. You can use it in your interactions with anyone to help you get what you want. These principles of persuasion trigger responses which are rooted in human behavior.
The Principle of Liking
People say yes to those people they know and like. They are more likely to make a buying decision when they are dealing with a car salesperson they like.
So how do you get your customers to like you?
It is easy. You like them first.
We all want to be liked.
Your customers want to be liked.
People like people who like them.
It’s not as important to get customers to like you, as it is to get them to believe that you like them.
If you make your customers to believe that you like them, you care about them, you are looking out for their best interests, and you want them to be happy they will want to do business with you.
It is almost impossible to to get away with faking that you like your customers. Find something about your customer that you genuinely like about them. Find a common interest, subject or hobby. Find out if you and your customers are from the same town. went to to the same school or you both like same sport and activities.
People like those who are physically attractive, similar to themselves, or who give them compliments.
Dress professionally. Look sharp. Have check up from the neck up before greeting your customers. Use appealing language. Be polite and respectful.
Ask your customer personal questions like where they are from and what do they do for a living to find out more about them and their preferences. Always compliment and congratulate them whenever you get a chance.
The Principle of Reciprocity
People feel obligated to those who do something for them or give them a gift. They are taught from childhood not to take without giving something in return. They feel obligated to reciprocate.
You don’t need to give your customers a free gift. As Cialdini says: “The implication is you have to go first. Give something: give information, give free samples, give a positive experience to people and they will want to give you something in return.”
If it is a hot day, offer them a bottle of water. If it is cold day, offer them a cup of coffee or tea. more importantly offer them a good experience and show them how hard you are trying to help them. Run, not walk, when you need to get the keys for a car. Do not complain if you need to move a couple cars to show them the one they are interested. Sweat a little.
Even after you finalize your deal and deliver them their new car, look for ways to give something to your customers. A small favor, especially if it is personalized, meaningful and unexpected, can serve as a long-term investment. Your customer will feel that they owe you one. They will be happy to refer their family, friends and neighbors to you. You will be the first one they will remember when they need another car.
The Principle of Commitment and Consistency
People want to honor their commitments. It is much easier to move them in a particular direction if they see it as consistent with an existing or recent commitment they made. It is part of human nature to have a desire to stay faithful to our commitments. Once we commit to a relationship, an idea or a cause, no matter how small the initial commitment was, we will remain consistent to that commitment.
You should always ask for small commitments form your customer all through the sales process. It will not only help you close the deal easier but also confirm that you are on the right track. Before presenting a vehicle and going on a demonstration drive ask if it is the right car and the one they would buy when they are ready. Get them to commit on the car itself. If your customer ask to have certain option, accessory on the car or if they request something to be changed or done you should always ask “If I could, would you?”
When you are presenting the numbers or doing the four square never leave your office without getting a commitment on any number. It is as simple as asking “If I could, would you?” Never agree to show numbers without a commitment. You cannot build a deal without a commitment. Once your customers commit to a attractive offer, they will be more inclined to move on following offers.
People do not like to back out of deals. They’re more likely to agree to final deal after they’ve initially agreed to preliminary numbers. The agreement can be verbally or in writing, Important thing is that you need get that agreement. If possible get it right in the showroom where others can hear and see them making that commitment.
Cialdini also says when people answer with the word “yes,” it makes them more powerfully committed to an action. Look to get your customers to say “yes” during the sales process a number of times. You will get the final “yes” easier. You can also use this principle when you are asking them to do something. Don’t ask them to do something, ask them if they will do thing you want. Here is an example when you are setting an appointment on the phone. Instead of saying “Please call me if something comes up and you have to cancel.” Say “Will you please call me if something comes up and you have to cancel?” Your customer answering with a “yes” instead of a “sure” or “OK”, is making a commitment he/she will honor. Think of other instances where you can use this way of phrasing questions to get a “yes” answer.
The Principle of Social Proof
People follow the crowd. They are more willing to take a course of action if they see that many others, especially others similar to them, are taking the same course of action.
How can you use this principle to help you sell more cars. If you are at a busy dealership and there are many customers are buying cars at the same time, you will notice that it is easier for you to close your deal. Publicly announcing sold cars and thanking customers on the paging system also motivates other customers who are considering their purchase options.
What else can you do?
Remember that brag book? Have testimonials from your previous customers. Include their photos so your customers can see all the other people who trusted you and purchased a car from you.
When speaking with your customers on the phone or in person about a feature, option or choice available use words that reflect “social proof.” Examples: “Many of our customers like this option.” “This color is popular.” Majority of our customers lease their cars.”
When you answer a sales call give the impression that the dealership is really busy with customers. Just making that impression will imply that other people like your cars and deals so much, which in turn will help persuade your customer on the phone to act similarly and visit you as soon as possible.
The Principle of Authority
People are more willing to to follow the directions or recommendations of people with authority.
Do you have authority? Yes! The fact that you are representing your dealership and welcoming customers gives you an authority. You can enhance this authority by dressing and acting professionally. You should also establish your authority by taking control of the conversation and directing your customers by simple directions like “please follow me.” When you are on a demonstration drive, make sure to direct your customers on the test-drive route and where to park after the drive.
People respect authority.
What else gives you authority? Your product knowledge. Your expertise. Make sure to let your customers know you are a Certified …. Specialist. People trust experts. You are an expert in a the cars you are selling. You should let your customers know your credentials. People want to work with experts, but they don’t know you are an expert if you don’t tell them.
Keep this in mind when you are turning your customer to another salesperson, closer, finance manager. Turn means the transfer of authority. Make sure to transfer that authority properly by introducing them respectfully with your endorsement.
If there are expert/authority reports on cars you sell, use them. If Consumer Reports or any car magazine published an article on one of your models, bring that up. If you can use the name of a well known community member or a celebrity because they either purchased from you or are driving one of your models, do it.
People want to follow the lead of authority figures and experts. Be confident. Be the authority and the expert they want to trust and follow.
The Principle of Scarcity
People put more value in things that are scarce, rare or hard to find.
Your job is to build value in the cars you are selling. Here is an easy way to do it: Give the impression that the car your customer is considering is scarce, rare or hard to find. What if you have many of the same model in stock? Make the color or the option package or a specific equipment a rare, unique combination.
If the car you have is hard to get, your customers will want it even more.
What about the deals you are offering? Always present them as limited time offers.
If there is a deadline, your customer will want it now!
This is called creating urgency. A limited time special offer may also cause other people to act and buy that rare, one-of-a-kind car now. Better hurry!
The more rare and uncommon a thing, the more people want it. People also have a stronger tendency to avoid possible losses so use phrases to emphasize that: “Don’t miss out on this car…”, “Here’s the deal you’ll miss out…”
Make sure to emphasize your car’s unique qualities to increase the perception of its scarcity.