Questions? Please fill this form and our team will get in touch.
BLOGS
The Best Sales Speech For Auto Industry
April 9, 2015
It’s not what you say in auto sales, but how you say it that
counts, right? I’m certain you’ve heard that cliché hundreds of
times.
In business, what you say is just as important as how you say
it. In selling vehicles, the best sales speech for auto industry
you must learn to paint mental pictures in the minds of your
potential clients. Those pictures show them being, happier,
having more fun, less stressed, being sexier, safer, better
looking, economically- or environmentally-minded, or well-to-do
because of their ownership of one of your vehicles. You must
strike each person’s buying nerve in a positive way by paying
attention to the pictures your words are creating.
While most of what you say is specific to the particular
vehicles you represent, there are many words that are commonly
used in selling situations that you need to pay attention to.
Some bring about positive images. Others don’t.
Here are a few to get you started on the road to more closed
sales.
Cost or Price – When you hear how much something costs, or
what the price is, what comes to mind? For me, it’s a picture
of money leaving my wallet. Since money represents security
for me (as it does with most people), that picture can create
some mental anguish unless it’s overwhelmed by the beauty and
joy of the vehicle I’m tempted to own. So, until you reach the
point where I’m highly motivated to own it, you need to avoid
those terms.Instead, use the terms Total Investment or Total
Amount.Those two terms create different pictures than “cost”
or “price,” don’t’ they? An investment, in most people’s
minds, generates a return of some sort—even if it’s just a
sense of confidence in owning a reliable vehicle. An amount is
less threatening than a cost.You might say something like
this: “Jim, I can see you’re excited about owning this brand
new mini-van for your family’s next vacation and you can do so
for a total amount of only $44,950.”
Monthly Payment – I already have too many of these, don’t you?
This phrase brings to mind sitting down at my desk and writing
out a whole bunch of checks during my not-so-favorite monthly
bill-paying sessions. Use the phrase “Monthly Investment” or
“Monthly Amount” for the same reason listed above.“Pam, based
on the total amount for your new car, your monthly investment
will only be $347.00.”
Sell or Sold – For some people these terms bring to mind a
picture of something being ‘pushed on’ them. “We’ve sold 20 of
these in the last two weeks,” can come across as high pressure
sales. Use these phrases instead, “Get them involved” or
“Helped them acquire.”Getting someone involved with your
vehicles sounds more like they participated rather than that
they were a recipient of something they might not have wanted.
Helping someone acquire something sounds more like you’re
serving a need.“We have been fortunate to help many young
families in the community, like yours, acquire new minivans as
their children grow.”
Deal – This one is a pet peeve of mine. What have we all been
looking and hoping for all of our lives but never found? A
good deal. “Deal” brings to mind the stereotypical,
slap-you-on-the-back-and-squeeze-your-hand-too-hard
salesperson of old. Don’t use it! Change that image in your
mind and theirs to opportunity.“Sally, after we cover all the
features you’ve mentioned you’re seeking in a new car, I think
you’ll see that this particular model could be an excellent
opportunity for you.”
Sign – Nearly every transaction in the world today involves
having the person making the buying decision “sign” a piece of
paper that obligates them to give up some of their hard-earned
money for something else. Whether people realize it
consciously or not, there’s a certain level of mental cringing
that goes on when that happens. Old-time salespeople used to
smile when they told you to “sign on the dotted line.” That
was because they knew they were getting paid. It wasn’t about
you at all.
Putting your signature on a sales document is a legal and
binding promise. And, where do you go to get out of one should
you change your mind? In some cases, you have to go to court. So
don’t ask anyone to sign a contract, charge slip or purchase
agreement. Ask them to OK, Endorse, Authorize or Approve the
paperwork. They know “paperwork” means “contract” just as they
know “approve” means “sign.” These words just provide a more
pleasant experience for the client and that’s what really
matters.
These few words and phrases are just the beginning. Think about
everything you say and what kind of picture it brings to your
clients’ minds. In selling it’s all the little things that add
up to satisfied clients and closed sales. You’re closing all the
time by what you say and the mental pictures of ownership that
you paint.
