Early in my automotive sales career, I studied other dealership sales people. I watched which ones were the best and why they sold a lot of cars and others didn't.
What were the best sales people saying to close the sale? I noticed one major point: they keep it simple.
I use to call other sales people “lucky.” “I can't believe Scott got four deals today, man is he lucky.” “Jenny always gets the easy customers, the ones that just lay down. Why can't I get my share of those easy customers?”
Have any of you ever said something like this? Or maybe you just said it 10 minutes ago in the lunch room to yourself or a colleague?
There is a little luck in this business. But not much. Mostly it's a matter of preparation. So let's start preparing and then see how lucky we can get on the showroom floor.
Closing Lines Different Than Negotiating
A close is getting the customer to agree to do the deal now. A negotiation is just discussing numbers, whether it be the customer's trade, a payment and term, a larger discount off the new vehicle or how many enticing accessories might be thrown into the deal. Next month I'll cover negotiating closes.
Closing lines are only effective when you know what to say and when to say it. Closing lines come before actual negotiations. The following are basic closing lines, but they work wonders.
The Payment Close
“So what you are suggesting to me is that, if the monthly payments are agreeable with you, you would like to get the new vehicle as soon as possible. Is that correct?”
The Price Close
“So what you are telling to me is that if we can come to agreeable price or savings off, you would like to get the new vehicle as soon as possible. Is that correct?”
The “Only-If” Close
“So if we could get you the vehicle for an agreeable figure (price, payment, trade difference) that's agreeable with you? You would like to get the new vehicle today if it's agreeable with you. Is that correct?”
The Rate Term Close
“So Mr. Customer what you're suggesting to me is that if the rate and terms are agreeable you would like to get the new vehicle as soon as possible. Is that correct?”
The Credit Close
If you feel your potential customer might be concerned about getting approved on a vehicle, say:
“Most customers are concerned about their credit. Getting approved is a major concern to most. We have one of the best finance managers. Don't worry, we will get you approved. So let's work out some numbers for you and we'll get you into that new car ASAP. OK?”
The File Close
“So, what I'm going to do now is make up a file and let you discuss all of the financial arrangements with our business office. OK?”
(This close is only used if the management team all understand and agree. The final close will be left up to the business manager.)
The Trade Close
“So what you are suggesting to me is that, if we can come to an agreeable difference figure, our car minus your car, you would like to get the new vehicle as soon as possible. Is that correct?”
The Clarification Close
“Just to clarify everything, is the problem the color, is it the dealership, is it the figures, trade difference, monthly payment, is there something about me you would like to know? As I've said my job is help to you get a new vehicle. So if we could agree on a number, you would like to get the vehicle, is that correct?”
When a customer agrees to any of your closes, you must follow it up immediately with a worksheet and full negotiation.
Remember the difference between a close and a negotiation. If your dealership does not have any closing lines for you to use, start with these, practice getting them down pat and get lucky today.
Darin George is founder of the Automotive Sales College. He's at 1-888-681-7355/[email protected]