The life of a car salesperson can go one of two ways, says Tim Kintz who has written a book about the preferable way to go.
“Selling cars can be the easiest high-paying job you’ll ever have or the hardest low-paying job you’ll ever have,” he says.
He recommends using a customer-first approach to negotiate and close deals with today’s savvy automotive consumers who shop and research online.
Kintz is the founder of The Kintz Group, an automotive sales and management-training company. His book, “Frictionless: Closing and Negotiating with Purpose,” is due out March 10.
His recommendations include:
- Make it all about the customer. Find out about them and their current car first – not just the trade value, but what they like and don’t like about it, what’s important for their next car and why they’re in the market in the first place.
- Avoid old-school data-dump presentations. Customers have done the research. They know why they want the vehicle. Salespeople giving them too much information don’t impress them when they have it in the first place.
- To negotiate effectively, understand the buyer’s dilemma, their burden. They go to the dealership intending to buy. But it’s a big-ticket item. They’re nervous about spending all that money. It’s akin to suffering from buyer’s remorse before buying.