January 25th, 2011 Archive

How to Sell Like a Car Dealer

January 25th, 2011 by Ric in Financial Freedom, Lifestyle

Most sales are emotional decisions, but car purchases are probably more emotional than most. Yes, numbers for horsepower, torque, top speed, and acceleration are always thrown around, and other things such as safety ratings, insurance premiums, and warranties are usually in the discussion. In the end, however, it’s still an emotional decision. Practically any car can get you from point A to B, but the one that feels right, feels safe, looks good, and of course, fits in your budget – that’s the car that ends up in your garage.

Selling yourself (or anything you have to offer) is not that different from selling a car. You can paint yourself as an expert and list your accomplishments, yet still not make any sales. Like the list of specs on a car brochure, your credentials don’t mean a whole lot to prospective buyers – at least not now. They care about how you make them feel. Trust comes a bit later.

So the question now is, how do you start? I’ve come up with a few tips that might help:

1. Choose your target

In her article How to Get Prospects to Value Your Expertise up on Healthy Wealth n Wise , Allison Babb explains that you want to “discover what type of person or business would be an ideal match for what you offer.”

If, for example, you were selling a 2-seater sports car, you probably shouldn’t pitch it to a couple with 2 young children looking for a daily driver. If they were looking for a second car, then maybe, but a single executive would probably be a better match.

Allison gives an example of a social media marketing expert. “If she’s talking to a person who has zero interest in understanding Facebook or Twitter, it’s unlikely that person would value her expertise.” Somebody who already shows interest in social media would be a much better prospect.

2. Get them emotionally involved

“First, you need to gain attention by using a provocative title.” This is one of the first ideas Cathleen Fillmore shares in her Internet Marketing TNT article entitled Gaining Trust with Your Prospects. You want to appeal to your prospect’s emotions first, whether by presenting them with something they desire, a problem that irks them, or a story that simply grabs them. With cars, this is how the car looks and feels. A car with a shiny paint job and a plush interior invites you to get inside and drive. One that looks dirty – not so much.

“Your promo material is a kind of invitation that needs to have great copy and great graphics and a very compelling promise,” Cathleen explains. By appealing to your prospect’s emotions, you make them receptive to you and what you have to offer. When you do this, then you start answering the question, “why should I pick you?”

3. Blow your own horn (but not too much)

This is when you start talking about yourself and what you have to offer. This is when you discuss your credentials, describe your offer, present testimonials, and basically prove that your prospects can trust you.

This is much like showing off what’s under the hood of your car and going for a test drive. This is when you gain your prospect’s trust. By giving proof that what you have to offer is good, are more likely to make a sale.

I’m sure there are dozens of other lessons we can pick up from car dealers, but I’ve decided to highlight only three of my favorites here. What other tips can you suggest?


Image by: Nutdanai Apikhomboonwaroot / FreeDigitalPhotos.net