I had a great sales lesson last night. So very basic, it comes from Sales 101. Yet, the reminder was valuable and I thought I’d share.
Last night I returned my leased vehicle. I was taken care of by a sales person who asked if I was wishing to trade it in or simply return the car. I said I was simply returning. He asked me no questions.
I mentioned that I loved the car. It had been a treat to drive. He asked me no questions.
He did tell me turning in a lease was a manager’s job, not his. He was polite, a nice fella. He asked what I did and told me how someone had just bought a bedroom suite using Ocala4sale.com. They loved the site. But asked me no questions.
I baited him to see if he would ask if I told him I loved the car…nothing.
The general sales manager came out. Barely asked my name. Asked me virtually no questions. Not one. I asked him questions. I shared about what I did. I did a soft pitch for business. He didn’t give a hint that he cared that I was not a repeat customer. He was nice. Every person I’ve met at this dealership is nice and my experience was good. So why did they lose my business?
Sales 101: You have to ask for the business. Always ask. What’s the worst thing that can happen? You get a no, but is it a no, or is it an opportunity to learn what caused the decision and give you an opportunity to win back business?
I was told this morning that the auto business is a “Right Now” business. Aren’t most sales? We have so many options for almost everything, Realtors, Insurance, auto dealerships, apparel, furniture and the list goes on. If not buying from you, there’s someone else who wants my business down the road.
Why is one dealership virtually empty and another busy all the time? Why does one Realtor need a team to help them with listings and the next manages to keep one or two?
I suspect a lot of it is in the ask. Did you ask about me? Did you show you were interested in my needs by asking me? Did you listen? And most importantly, did you ask for the sale?