Introduction

 About this Book

Through all those years I have been selling cars, I have met many people in the sales field. Most of them have become my friends. We have worked endless hours together, plotting the next big sale, supporting each other and spending more time with each other than with our own families. Therefore, thanks to all my friends in this field, who know who they are, and a very special thanks to my wife Connie and my son Ben, for their ongoing support.

 

About the Author

My name is Eric Klein and I have been in the sales field for most of my life. As far back as I can remember, I have always been wheeling and dealing in something. I’ve sold furniture, advertising, roofing, appliances, musical instruments and even a rock 'n roll band. Nevertheless, I have had always a special passion for car sales. At this point, I have been selling cars for over thirty years, and I have never had the same day twice. I am an above average salesperson, not a superstar, but consistent all year around. My credentials include numerous sales awards - for salesperson of the year, highest volume, and customer satisfaction.

 

For Anyone Who Works in Professional Sales

 This is not another 'How to sell book', or one that offers 100 tips on how to go about it.

On the contrary, this book is all about what really happens when you go onto the sales floor. You already know how to keep track of your customers, how to do your prospecting for new ones and how to follow up after the sale. There are 99 other ways on how to make or not to make a sale, but none of them prepare you for the cold fact that the customer, in many circumstances, can be down right rude.

Customers will come to you and complain about the price, and even tell you how to run your business. They will use foul language to wear you down, and play dirty games to get what they want. The old 'looking out for # 1' rule applies way more often than we think, and you, as a salesperson, become a tool for the customer. This book explains to you all about it. On how to deal with offensive objections and how to remain professional while doing it. This is not a cure for your daily sales grind, but it will help you understand what happens during working hours, without taking anything too personal and giving up your sales career.

 

 

The Little White Lie

 

This book has been written from a salesperson’s perspective. A perspective of what the customer says and what the salesperson hears. All the excuses and little stories from people, who waste endless amount of salespersonals' and storekeepers' time and consider it to be okay to sneak in a little white lie which nobody has ever heard of. Apparently. Have you ever heard 'I have to think about it', 'I’ll be back', or 'I’ll keep it in mind'? Everyone uses the same old line and thinks it’s ok. To them, it does not matter that they just gave a little bit of hope to a new salesperson that is waiting for the first sale or someone who needs to make a paycheque while working on a commission. We have become a nation of polite and politically correct liars. We do not want to offend anyone, so we come up with a 'little white lie'.

This book is mainly directed towards people in the car sales industry. Car sales seem to highlight the most obvious rude behaviour of customers. Remember, car sales generally take place outside, so people do not really think that they are in a store. To them, it is like driving through a parking lot, so there is no need to behave.

How often did I witness how salespeople had to remind customers, who were overly rude, that they are on private property and therefore welcome to leave. On a car lot, there are few boundaries other than a fence, especially in Auto Malls, where dealers are side by side. People walk or even drive through, not thinking twice about the fact that they are in a store. Then, some eager salespeople come out to give 'good deals' and that brings them right back to reality. Of course, that was not supposed to happen. Now the sleepwalking customer is 'offended' and begins his retreat.

Every article in this book will open up several 'back-up-tactics'. I will explain how to turn sleepwalkers into buyers and how to develop a 'counter attack' in order to deal with those little white lies.

 

Customer Satisfaction

 

As far as I am concerned, customer satisfaction has gone over the top a long time ago. The customer's motto is 'looking out for #1'. Many years ago, customer satisfaction meant a great deal. A satisfied customer would be a repeat customer. ‘Why go elsewhere, if you get treated well’, was the overall consent. Today, however, it has become a one-way street. The retail business has transformed itself into a venture without customer loyalty.

Return policies have been stretched to a point where people can return used and/or worn merchandise even after a long period of time without proof of purchase and demand their money back. Back in the old days, no one would return anything, unless it was faulty. Today, it is almost a sport to purchase something and then return it as 'not suitable'. After how many days does it become 'not suitable'? This kind of customer satisfaction has forced retailers to raise prices or acquire merchandise of lesser quality in order to stay competitive. Many large companies have merged, were sold or simply went bankrupt, all because of high demands from the consumer and too much customer satisfaction.

Many companies now have signs that read, 'Returns only with proof of purchase, unused in the original package within 30 days'. In addition, lately, customers have become so demanding, that some stores have had to put up signs that read, 'We have the right to refuse service'. Why would you refuse service to any customer? Mainly just to avoid being pressured into over-the-top customer satisfaction and for plain survival. I would have countless examples of this kind of consumer conduct. But it is all about avoiding arguments and confrontations. "I thought you said…” is a plain blunt lie. Customers hear only what they want to hear, regardless of how you say it.

Try it with,’ this item is $17,995.00’. The customer will hear, ‘17 something’. Retailers and sales people have to take a firm stand, lay it all out and write down every detail.

And then there are all these 'Consumer Protection Laws'. If everything stays honest, customers do not need protection other than for themselves. Through 'customer satisfaction policies' customers feel they are entitled to yell at clerks, talk down to servers, order staff around and demand their rights. This is a complete misinterpretation of customer satisfaction!

Whatever happened to sales staff protection? Anyone working in the retail industry will be able relate to this. Most so-called 'educated consumers' would not know what is good or bad for them, even if they tried. However, almost everyone pretends to know everything and demands 'CUSTOMER SATISFACTION'. Thanks a lot!

 

 

 

I Don't Want to be Pressured

 

Oh whoopee! When was the last time a salesperson pulled out a gun and threatened customers at gunpoint 'TO BUY OR DIE'? Not even during the Wild West days. Still, many customers will tell you that they where 'pressured' into purchasing a vehicle. The experts call this buyer's remorse and in order not to look stupid, the customers must blame it on someone. And who else could it be, other than the salesperson that uses 'strong-arm-tactics'.

Oh please, I can’t think of any salesperson that went out on the street and dragged a customer on the lot against their will. Last time I have checked, every customer came onto the lot on his or her own free will. Nor did I ever see a salesperson forcing a customer into a car to do a test-drive. Usually, it is the customer who wants to drive it, sometimes just to say that they have driven 'one of those'. And I don’t ever remember any salesperson holding a customer down on the desk to make him sign a bill of sale. The customer is the one who signs it all by himself.

Also, it’s hard to believe that the customer has been told what amount he or she would have to pay. It is always the customer who deals and haggles about the price (it would be nice if it was different). So – who is pressuring whom? We all want to be adults, but when it comes to admitting a mistake, it seems that it always has been someone else’s fault. This type of attitude has started endless amounts of lawsuits, up to a point where someone actually tried to sue a fast-food chain for serving coffee that was too hot. Any sales book will tell you not to put pressure on the customer and I agree. My question is, "How or why would you put pressure on customers who come to your place of business at their own free will?” After all, you are making a living of serving customers until they are satisfied. And in the end,if the customer feels pressured for any reason, as some people tend to be more sensitive than others, he or she can leave at any time. I don’t ever remember a salesperson holding a customer 'hostage' until a purchase takes place. So, the 'I don’t want to be pressured' story always has two sides. And I am sure you are not falling for it.

 

 

 

Just Looking

 

How many times have you heard the phrase 'I’m just looking'? And how many times have we said, "Ok, feel free to look around!" The customer walks around the car lot and then walks away, and you actually believe him or her. Let me tell you – if you do, you are in the wrong field, and car sales are not for you. Think about it - you’re only selling one product -AUTOMOBILES. Now, if you were working at a department store 'Just looking' would sound more credible, because there are clothing, shoes, electronics, dishes, jewellery, and many more items to look at. So, a car lot is sort of like a 'one product' store and if the customer says 'just looking', he is looking for an automobile. Let's be honest, you work there and many times you can’t remember all of the stock, so how is a customer supposed to know what he or she is looking for? On a car lot full of automobiles, which could be the parking

Impressum

Verlag: BookRix GmbH & Co. KG

Texte:
Tag der Veröffentlichung: 10.02.2013
ISBN: 978-3-7309-1873-9

Alle Rechte vorbehalten