07 May Know Your Product! Better yet – Know Your Competitor’s Product
Know your product. And more importantly know your competitors product. The average consumer spends hours online researching a vehicle before they ever decide to step foot in a dealership. A lot of times the customer will know more about a particular model than the salesperson. They may even test you by asking an obscure question. And if you decide B.S. the answer you may have just caused yourself a sale. A customer would rather hear “I don’t know but I’ll find out” than you lie to them.
Because today’s customer is so researched in what cars they are looking at you need to be also. Not only do you need to know as much as possible about the cars you sell, you need to know your competitors vehicles. This will allow you to highlight the areas where your car is superior. Don’t use this as an opportunity to bad mouth the competition. The customers next stop may be to see a car you are disparaging and they may feel like you are insulting them by insulting the car they’re interested in. They may even buy that car out of sheer spite because you talked badly about it.
Your knowledge of the competition can sell you a lot of cars. If the customer leaves your lot to look at a different brand and the salesperson at the other store doesn’t know much about their vehicle and tries to make up information, where do you think the customers next stop is? Most likely coming back to you.