What do politicians, lawyers, and car salespersons have in common? They have all earned a reputation for being dishonest. If you fall into one of these professions, you will have to go beyond ordinary means in order to gain the public’s trust. This is especially important if you are in the business of selling cars, since your income largely depends on your ability to win a customer’s trust. In order to accomplish this, a car salesperson must exhibit certain characteristics which will not only lead to trust, but will ultimately lead to sales. Always remember that you may be putting a customer behind the wheel of a new or used car, but you’re the one who is in the driver’s seat.
Here are the characteristics of a good car salesperson.
1. There are salespeople who are familiar with a product, there are salespeople who know absolutely nothing about the product which they are selling, and then there are salespeople who are experts when it comes to their product. Which one do you think is the most successful? The easiest way to gain trust is to be viewed as an expert. This means taking the time to become fully knowledgeable about every aspect of the automobile which you are selling. After all, would you buy insurance from an agent who doesn’t know anything about insurance? Of course you wouldn’t! People trust experts, and trust is the first step towards making a sale.
2. Good salespeople, especially in the world of car dealerships, rise above the cliches. When the average person thinks about a car salesperson, what usually comes to mind? A cheap suit? A fake plastic smile? A well-rehearsed pitch? Avoid becoming a living, walking cliche of a car salesperson and your sales, and public image, will greatly improve.
3. Look successful and you will be successful. Take a long honest look into the mirror. Do you look like a super-successful businessperson? Take the time to look at pictures of the world’s most successful people and you will notice a trend: They all look the part. From Wall Street to Hollywood to every town and city in between, the movers and shakers of the world all portray a certain image, and you should too. If you want to be the best, you have to look like you already are the best.
4. Good salespeople aren’t always the smooth-talking types. Often, honesty and warmth will lead to more sales than a slick sales pitch. Connect with customers on a personal level. Before you turn someone into a customer, you should try to turn them into a friend. Who would you rather buy a car from, a wheeling and dealing salesman or a trusted friend?
5. Finally, a good salesperson knows that the relationship with the customer is not over when the customer leaves the building. Good salespeople follow up with a phone call or letter thanking the customer for his or her business and offering further assistance if they should need it. The ultimate objective is to turn a one-time customer into a repeat customer, and the best way to do this is by providing service after the sale.
Master these five traits, and you will be on your way to winning over the customer’s trust and making more money in the process. It’s a win-win situation for everybody!