If you don’t have a closer, you become the closer.
If you know you are going to be a closer, why not make your job easy by doing a great job selling all the sizzle so it takes less time and effort to close your deal? Why not do that regardless of who is closing your deal? Closing starts right at the time you meet and greet your customers and continues through the sales process. You already closed the customer on the PEOPLE (You and your dealership) and the PRODUCT (the car you presented and demonstrated). If you have done a great job selling yourself, your dealership and your car by now your customers should be hoping that you show them a way to afford their new car. If you took shortcuts and rushed the process you will have a difficult time closing the deal because your customers are not closed on people and product properly.
What am I trying to accomplish?
Get an agreement on the price and terms of the deal.Why do I want to accomplish it?
Close the deal.How am I going to accomplish it?
By presenting options and negotiating the details.
Welcome negotiation. Don’t be afraid of it. Your customers negotiate maybe every couple of years and are not in the practice of this skill. You will negotiate every day and practice everyday. How can a person who does it once every couple of years do it as good as someone who does it for a living?
When your sales manager gives you the numbers, take the proposal back to your customers with a clear idea of what to do next. Approach your customers with a smile and enthusiasm, not dread. Be confident, smile and say “I have a deal for you and if you have any questions just ask and I will be happy to answer them for you.”
Present the proposal as directed by your sales manager.
Give a third party proposal. Use the term market value to describe the selling price and the trade figure.
Ask assumptive and or alternative choice question closes rather than yes or no questions. More than likely the proposal will have options based on term or down payment. Ask your customer to make a choice from the available options. “Which of these payments choices works best for you?”
Shut up and wait for an answer.
If they decide to pick one of the choices, immediately congratulate them, shake their hands and move on. Congratulations to you! You closed your deal.
If they pick one but they want to change something, listen to them. Ask questions. If you get a bump on their original commitment, don’t keep pushing to get the full pencil, just say “let me see” and go back to your sales manager. It may take two or three pencils with small bumps to close the deal. It is easier to do it in small steps than one giant one. Your customers also need to see you as trying hard to make the deal. There may be exceptions to this. One example is if you are working for a one-price dealer and the customer is negotiating on price. Even then customers always appreciate your efforts to somehow bridge the gap and work things out. Always, smile, be friendly and pleasant to deal with. Have fun.
Note:
Majority of all sales are made after 3rd closing attempt. Some may take 5 or more closing attempts.
Your customers may need, want, and can afford your car but they still may be reluctant to buy now. Be aware of this fact and be prepared to make multiple passes.