The car industry, as my old General Manager used to call it,” Is a tough way to make an easy living.”  This is completely true.  When times are good there is no better business to be in.  When times are bad and business is slow, it’s a complete grind.  Where true professionals shine, is by not getting brought down by the negative people, and events they run into.  They realize everyone has bad days and to stay away from negative people, and negative thoughts, and focus on the positive in every situation.

   With this being said the best way to earn your living in this business is by selling high closing ratio customers.  High closing ratios are going to come from repeat business (customers you sold in the past), referral business (someone you know or sold, sent them into see you and they have an idea of how you conduct your business).  These are going to be the “easier” high closing ratio sales, with higher commissions.  However you are still going to need to drum up new business on your own.  You will drum up new business by grabbing new customers on the show floor and lot, Internet leads, and incoming phone calls, “phone ups.”  This is where the closing ratios sink for most people.  The key to keeping these customers/opportunities at higher closing levels is by setting proper appointments.  Now is time for me to show you how to set a proper appointment and raise your closing ratios.

Five Steps to Set the Appointment

♦  Answer the phone or Internet lead in an enthusiastic, way stating “Sales department this is (your name) how can I help you.” From here they are going to go on and on, as they are talking write down what their wants and needs are.

♦  After they have exhausted themselves telling you tons of information, and you wrote down everything they said they wanted, needed, didn’t want, couldn’t live without, and would never pay for.  In a nice and confident way (no stumbling or mumbling) ask “and who am I speaking with?”  

♦  They may hesitate a little at first, this is why this question must be asked clearly and confidently.  When they give you their name, write it down next to all their information you have, using it to build the picture of what they want.  Repeat their name and state to them “it sounds like you know exactly what you want.” Here you are building the relationship, and their confidence that (this person knows I know what I want).  Once again, now that a relationship is building state their name and ask ” and what is the best number to reach you at.”

♦  This next step is where you start pulling it all together, as a true professional you knew what was going to happen the second you picked up the phone.  Once again, you repeat their name and go over every last thing they told you they wanted.  The customer realizes you were listening to them, and maybe even care to help them find what they want.

♦  Now is where the appointment is truly getting set.  You, one last time state their name and tell them, ” I know I have a handful of vehicles that fit your description. I also have some new colors you may have not seen in person yet that have been really popular.  Most importantly, I would like to set up a time around you and your family’s schedule to come in and see, touch, feel, and drive one to make sure it is the right car for your family.  If it is I will run all the figures according to the best programs we can get you qualified for, and work to make it fit in you budget.  So when will be the best time for you to make it in?” In five minutes or less you just gave them exactly what they wanted, showed interest in their wants and their family, built a relationship and they are dying to meet you. Congratulations! You just set an appointment, and were able to stay away from price and too many questions.

  Be prepared for them when they come in, and do everything you told them you would do for them. When you start the negotiation, keep the thought in you mind by doing things properly, why wouldn’t they buy from me?  Now you have a five times more likely opportunity to close the deal and sell them on a vehicle in stock closest to what they wanted.  You probably didn’t have exactly what they wanted but after the relationship you built, they trusted in your professional skills and were willing to compromise a little to do business with you, because you earned it by asking the right questions and built a relationship.

This blog was written by the NW&A Principal, Lead Trainer, and Motivator Noel Walsh from Ann Arbor, Michigan. The creator of “Conquer What You Chase” sales training. There is much more to come so be sure to follow. www.nwnasalestraining.com