We talk a lot about how the industry is changing, for good reason. Customer expectations have evolved, direct-to-customer disruptors are banking on convenience, and disruptions like the chip crisis and impending magnesium shortage threaten inventory.
But one aspect of car sales has not changed. Whether you’re talking with a customer online or at your desk, it is crucial to understand the features and benefits they need in their next vehicle. In the age of digital retailing, customers come to you to purchase the car they researched online. They have found the car they want, but it may not be the car they need.
Before you work the wrong deal, take the time to listen. By weaving these five questions into your greeting and presentation, you can become the best advocate for your customers–and sell more cars.
How did you hear about us?
This gets the conversation started. Most likely, customers will tell you that they are interested in a specific car. But it’s also a way to learn upfront whether they’re repeat customers or referrals.
Why are you looking to purchase a new vehicle?
This question can be a goldmine. Listen for things like “our car has gotten too old and too expensive to repair,” “we need more room,” or “we’ve got a daughter or son about to start driving.” If you read between the lines, you can determine that they are concerned with reliability, cost of repairs, space, and safety without directly asking about these concerns.
What make or model are you driving now? What do you like or dislike about it?
A customer currently in a sports car may come in with a different set of expectations than someone driving an AWD crossover, even if they’re looking for a change. Finding out what they do and don’t like now gives you a list of dos and don’ts for later.
It’s ok to get specific here with questions about interior features, space, and bells and whistles they may be accustomed to. If kids, pets, and hobbies have entered the conversation, that gives you a checklist to run through when you discuss the car they came to see. This is a great way to segue into your next question.
What vehicle are you interested in today? What about that car caught your eye?
Find out the car they want to see and why so you can start doing the math. Does this vehicle match up with what you’ve already learned they need? You know what they like about their current car. Are there any red flags with the car they’re interested in that don’t match up?
If you’ve already learned that their current SUV doesn’t have enough legroom for growing teens, a couple of inches in the third row can make all the difference. If an option they haven’t considered could be a better solution, now is the time to start having that discussion.
What else?
Throughout the conversation, take what you’ve learned and drill down. Simple questions like “what else?” and “why is that important to you?” help keep the customer engaged and thinking. It’s ok to test the waters with questions like “do you have any concerns?” and “what do you think about what you’ve seen?” You want to gather as much information as possible during this conversation.
The car-buying journey is changing, and now more than ever, the customer is in the driver’s seat. Our responsibility is to help them navigate through the process as an advocate, using our experience and expertise to make sure they drive away in the right car. But taking the time for a true needs assessment works both ways–it’s possible that a higher-priced vehicle is better suited for the customer or that a protection plan can help parents of a new driver feel more comfortable with their purchase. You just won’t know until you ask.
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