Focus less on being interesting…
And more on being interested.
Now, I understand how this could be misconstrued. I, along with so many others, are constantly reminding people that we are in the attention business, that we must have a brand, must be recognizable, must stand out among the thousands of mediocre salespeople in the world, etc. And all of that is the sterling truth!
I find that countless sales representatives tend to take that sentiment to the one place it doesn’t belong: the negotiations.
Don’t get me wrong – it’s important to keep our potential buyers engaged, relaxed, and feeling positively towards us even after you’ve brought them to the table. However, when I travel to various dealerships around the country, I often request to subtly observe a sales representative sitting down with a customer, and something I’ve found with alarming consistency are sales representatives who are much more focused on being interesting than being interested. It pains me to watch the faces of these potential buyers going from engaged and interested to stiff and annoyed, because they simply can’t get a word in edgewise!
It’s imperative that we remember to be generous with our own time, while being respectful of the customer’s. If your customer wants to warm up the interaction by chatting about your local hockey team, be generous with your time and engage with them. Conversely, when your customer says they’re ready to talk about payment, be respectful of their time and provide them with the information they need accurately and efficiently. This is a foolproof combination when it comes to endearing yourself to your customer – or to anyone, for that matter!
Remember, folks – you have two ears and one mouth for a reason. Being interesting gets them through the door – being interested sends them home happy, behind the wheel of their brand new vehicle and with wonderful things to say about Jake the Car Guy over at ABC motors.
Make it a great day!
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