Developing customer rapport is normally established over long periods of time.  However, in the automotive industry, we typically only have a few minutes to develop a relationship with our customers.  So how do we make a good impression when customers have a pre-conceived notion about how salespeople operate?  Here are a few recommendations:

Since the first impression can make or break a deal start off with eye contact, a smile and a strong hand shake.  An enthusiastic welcome and an outgoing personality show confidence and will assure the customer that they are in good hands.  People want to associate themselves with winners so avoid self-deprecating behavior.  If you believe in yourself and what you are selling, your customers will likely follow suit.

The next step is to find some common ground with the customer.  Ask questions about their occupation, their family and their hobbies.  Find something that you and the customer can both relate to and build your relationship from there.  Maybe you both grew up in the same area or you are both fans of the same baseball team.  Whatever it is, use that bond to help your sale.

Use the customer’s occupation and hobbies to your advantage.  For example, if the customer is an engineer or banker, chances are they will be focusing on the numbers.  If your customer is a soccer mom, point out the safety features and all of the storage area the vehicle offers.  Tailor your presentation to the customer rather than using a generic sales pitch.

One of the most important things you can remember is to never prejudge someone coming into a dealership.  If a man drives a beat up old truck and is wearing dirty jeans and an old t-shirt, don’t assume that he is broke.  He could be the owner of a construction company and just left a job site.  He could be coming in to buy a new pick-up for work or a nice sports car for the weekend. Treating all of your customers with the same respect will show that you genuinely care about them.

Following up with your customers will ensure that you are at the forefront of their thoughts.  Send them a thank you note, a short email or a friendly phone call to remind them that you are there to help.  This will also help you to maintain your relationship with your client whether they purchase a vehicle today, next month or next year.

Happy selling!!!

Amber Powell