New Masthead with new Head shot 
January 2013
Issue: 71


What Can Buying a Car Teach Us About Consultative Selling?



Seems like the car buying experience that has given sales a black eye has not changed much over the years.  I recently purchased a car and thought we can all learn from my experience.

Consistent with the research about changing buying behaviors, about 60% of my research was accomplished prior to interacting with any sales representative.  When ready, my brother and I (in town and along for moral support) started our venture at Dealership #1.
 
We walked in the door and immediately spotted the car.  I had dreamed of it and there it was, featured prominently on the show room floor complete with a large red bow adorning the front windshield.  Oh, what a Christmas present this would be! We opened the door, stepped in and admired the interior for  a few minutes "Richard" stopped by.  We shook hands and that is when the circus began!

Here is recap of our dialogue:

Dan: "I have researched this car on line and would like to see how it drives.  Let's take it or a spin."
 
Richard: "Why don't you come in to my office."
  
Dan: "Uhh...why do I have to go to your office, I just want to take a test drive?"

Richard: "Well, I need to know what options you want."

Dan: "Let's start with a test drive so I can see if this is the car I want."

While we went back and forth on this topic another rep drove the car out of the showroom so that another client could take it for a test drive.

I then asked Richard if he had another car just like the one that left the showroom for us to test.  He again said, "You need to come into my office to so I can check and see."

Dan: "Don't you know the answer to that without checking your computer?"

Richard:  "No, we have a lot of cars here"

Dan: "Prior to visiting your dealership today I checked your inventory online and it indicated there was only one car in inventory.  When will that rep be back from his test drive?"

Richard:  "Well, the online inventory system isn't updated. Let me check my computer in my office."

My brother and I reluctantly agreed to march to Richard's office. It was in the next building adding even more frustration.
 
Richard directed  us to take a seat in his office but to make a point we paced outside his office waiting while he pecked away at his keyboard.

After 5 or 10 minutes I told him "We've gotta run."

Richard:"I have the print out here.  It does have all the options, I'll print them out for you."

Sensing at this point we were VERY frustrated he said "Would you like another sales rep?"

Dan: "Yes, that might be a good idea. Meanwhile, can I have the print out to review?"

Richard: "No, it has our pricing on it"

Then Rep 2 arrived and we said,  "We simply want to take a test drive, can you help us?"

Rep 2: "Sure come with me."

Rep 2 took us back to the show room only to find that the car we wanted to test drive was sold. He then allowed us to leave the dealership without trying to accommodate us in any way.

After we jumped back into my car I called the competing dealership #2 that was approximately 50 minutes away and found that they had five models of the car I wanted in stock.

We were met by a sales rep we'll call "Stuart."

Dan: "Stuart,  I want to take a test drive."

Stuart: "No problem, we have 5 to choose from.  Tell me which one would you would like to drive and I'll get the keys."

Dan:  "That's great to hear. You guys are different than your competition."

Stuart: "Yes, we try to make things easy for you.  We also have the discounted sale price listed on each car so that you don't have to haggle with us over pricing."

We then test drove the car without conditions or requests.

Within 15 minutes we agreed on a price and were writing up the deal.

My brother, a veteran sales superstar, commented, "Wow that was smooth."

I was in the middle of signing what seemed like 100 pieces of paper, when the breaks were slammed and everything came to a screeching halt.

I noticed on one of the dealer documents above "State Tax," a $700 "Document Fee."  When I asked Stuart what that was, he said it was a mandatory fee charged to everyone. I said OK.
 
The next piece of paper was a state disclosure form that had more detail than the dealership document.

In very small print under Document Fee was a short description which stated that the document fee was profit for the dealership.

I was outraged.  I told Stuart that we agreed upon the sell price of the car and that this fee was not included. He again stated that he had to charge every client that fee by law or it is discrimination.  I said, no problem charge me that fee but lower the price so the price plus fee equals what we agreed upon.  He said he could not. 

After a heated discussion I said: "Stuart, I can afford the $700 fee, but it is the principle that I object to.  Get your manager in here before I walk out."

The manager came in, apologized and lowered to price to adjust for the $700 fee.

Stuart thanked us for the business on the way out and then said,  "A great deal of my compensation is tied to customer satisfaction, can you please give me a 10 ranking when you are called?"

So, what can we learn from this circus??


1.      Sales Has Changed, Have You?
Your customers do not need you to serve them as an "informational butler".  When your customers engage with you they have done a ton of research. They no longer need you to provide product information to them.  They need for you to provide insight and real value. They need your help to solve and avoid problems. They are looking to you to help them take advantage of opportunities that they may not even know exist. How are you changing the way you are working with clients to adjust to this new world?

 
2.      Guiding The Customer's Buying Process Does Not Mean Controlling The Customer's Buying Process.
Understanding this difference is critical. In my book and workshops I spend a great deal of time discussing the importance of guiding the buying process.  Often times, in complex B2B sales the customer does not know how best to acquire products or services. The superstar will help the client by developing, documenting and driving the customer's buying process.  In this example, I knew my process and Richard lost credibility and trust by trying to control my process.

 
3.      Trust Comes First.
Before I would allow Richard to guide my buying process he would have to build trust and rapport with me.  Instead, he tried to control me before building trust.

 
4.      Trust Arrives On Foot But Leaves On Horseback.
It takes time to earn trust but it can be gone in an instant.  Dealership 2 was seconds away from losing my business as a result of what I perceived to be a scheming act by Stuart.

 
5.      Make It Easy For Customers To Do Business With You.
The difference between Dealer 1 and 2 was noteworthy. How are you making it easy for clients to do business with you and your company?

 

Good Selling!

 

Best,

 

Dan Adams, Adams and Associates   

 

Trust Triangle Selling Unveils The Sales Strategizer-Pro™, the First Deal-closing Application for the iPhone and iTouch.

Strat Pro With Hand

For info and details go to:
WWW.SALESSTRATEGIZER.COM






Dan's book won a Medal
from Sales Books Awards!

medal
For more information on Dan's book go
here
 Building Trust, Growing Sales
How to Master Complex, High End Sales Using The Principles of
Trust Triangle Selling™

Book Cover
 

Logo 

Daniel Adams
Adams and Associates
263 Barefoot Beach Blvd. Suite #405
Bonita Springs, FL  34134
630-215-5090

Email: [email protected]

Web:  www.trusttriangleselling.com


Copyright � 2007-2012 Adams & Associates. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Adams & Associates is prohibited and strictly enforced.





FOR INSPIRATION:
  
   


 

  

"I would rather try to succeed and fail than try to do nothing and succeed."

  

-Og Mandino 

  

 






 
"If you fail to plan you have planned to fail."

-Sun Tsu

 






"Strategy without tactics is the slowest route to victory."

 

-Sun Tsu 

 

 

 

    

 

"Customer loyalty is not won in the product development centers, in advertisements, or on toll-free help lines.

Customer loyalty is won, out in the field, in the trenches, during the sale call."
 

-The Corporate Executive Board Company


 

 

 

 

 

 

 

 

 

 

"Think about your last sales call.

Would your customer be willing to pay you for it?"

 

  

-Unknown

 

 

 

 

 

 

  

 

  

 

  

 

  

  

  

  

  

  

  

  

Enjoy Dan's Newsletter?  Invite A Friend To Subscribe!