Mosley Automotive Group
For Cory Mosley, what you say to customers should prompt an answer that advances the conversation. All too often, though, salespeople instead create objections with their remarks that derail the deal. Let’s take a look at how you can keep the dialog – and the sale – on track.
“We have to raise our level of consciousness,” said Mosley, president of Mosley Automotive Group. “Take what you say and ask yourself: Does it help me, or does it hurt me?”
Problems typically arise from genuine attempts to keep the dialog going without first taking into account potential unintended consequences. Whether on the phone or at the dealership, your success hinges on your ability to naturally build rapport and qualify the customer rather than “trying to be crafty” in your conversation.
The solution, Mosley said, is to remain engaged in the conversation so you respond to the customer’s signals rather than fall into the autopilot mode that leads to these common blunders:
- Phone Greeting: Have I Caught You at a Bad Time?
Asking customers if you’ve caught them at a bad time is an obvious mistake that Mosley said is easily avoided by simply greeting the prospect, identifying yourself and proceeding to discuss the car the shopper is considering. If you were calling at a “bad time,” the shopper would not answer the phone or would suggest another opportunity for you to talk. By raising the question, you’re essentially inviting the rejection you don’t want to hear instead of capitalizing on what could be your only opening to net the deal. “If the customer responds, ‘Yes,’ you now have to ask, ‘When’s a better time?’” Mosley said. “In an hour and a half, when you call back, you’re going right to voicemail.”
- After the Test Drive: Let’s Go Inside and Discuss the Numbers
Mosley hits this mistake head-on: “That’s the worst possible place to make that comment, when the customer is closer to his or her car than to your showroom.” Better to say, “Follow me!” complete an “old-school turn” and walk toward your office. “It’s old school,” Mosley concedes, “but, chances are, the customer will follow.”
- Trial Close: Who’s the First Person You’re Going to Tell About Your Car?
Before you try to close the deal by making buyers envision who they’ll tell about their new car, think twice, cautions Mosley. As an example, he tells of a scenario he witnessed at a Honda store. Presented with this question by the salesperson, the man said he thought of his father, a dyed-in-the-wool Ford owner. “In this defining moment, he puts in the customer’s head the objection that he needs to visit a Ford store,” Mosley said, incredulous. “There’s no alphabet manager – ISM, GM, GSM – that’s going to be able to get the customer back in the store.”
Mosley acknowledges that always knowing the right thing to say at the right time is tough – especially when you’re preoccupied with trying to gauge prospects and keep them focused on buying. Everyone, himself included, has entered this situation with good intentions and left it wondering what went wrong. Rather than coming up with something new to say in place of these lines, sometimes it’s just best to avoid a comment altogether.
“It’s not always a substitution; sometimes, it’s a deletion.”
Looking for additional tips you can implement in your store today to drive more traffic with your online advertising and desk more deals with your internet sales processes? Check out Cars.com’s DealerCenter. Here, you can read previous editions of our DealerADvantage newsletter or listen to archived recordings of our DealerADvantage Live webinar series.