The Close Before The Close
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Closing is not what it used to be and that is a good thing.
In the day closing was more about “not taking no for an answer”. Many times the car was not entirely sold but because of the pressure to sell now or never see the customer again - we persisted. In my mind this made the process more of a bully process than actual selling. As a result some of the best closers were just that - Bullies. Concern for customer satisfaction be damned - just get me the number.
Back then we had three major manufactures that controlled some 90% of the market. Now we have a horde of new manufactures, all fighting for a larger share of the same market. Now loyalty and repeat business really count and that means developing long term relationships with the customer to become a repeat customer. (The jury is still out on who is going to get this done - YOU or the Manufacturer) That means in todays market the car has to be sold before we can close. You have to EARN IT - Before YOU ASK FOR IT!
So how do we know if the car is Sold?
Trial Close....
On the demonstration drive ask 2 of these 3 questions and look for affirmative responses.
- “Where are you going to take your 1st trip in your new car?”
- ”Who is going to drive this new car to work - You or your wife?”
- ”What are the neighbors going to say when you drive your new car home tonight?”
Affirmative Answers - go to write up.
Objections - handle before write up.
If the customer painted the mental picture of ownership and answered those two questions without objections, Do your shop walk - build value in your dealership - then sit the customer down and make them comfortable. Treat the customer like they are a guest in your home.
Get ready to Present the Numbers
Relax! If this all went right EXPECT this to take five or ten minutes and getting the customers agreement in the 1st or 2nd pencil.
Next post I’ll talk about how to be a closer.
