It almost seems like nothing better can happen then to have someone roll over and lay down on the first line. Except bumping, that can make your sales day too. The problem is that too many in the car sales industry take the good and don’t look for ways to make it better.
The best know that when the going gets good, it’s time to pick your battles and get strong. To do this successfully, you have to have a full mastery of your inventory, options and range because you will have to give to get and to come out ahead in the final say.
It’s a skill that can be acquired by anyone; all it takes is a little understanding of how far you can go and what order to do things in.
Bumping the bumper
What do you do if the up bumps? Don’t take it and run, you are missing out on a golden opportunity to increase the voucher. Don’t be too aggressive though because there is no rule that says bumping can’t become dumping either.
If you already know that the customer will go higher, play the range and go for trim and options in up and down patterns. Let the bumping occur where it will be most effective while taking the fall where you can afford it. If they bump from the get go, always add 10% in your mind as the real playing range for the final price they will pay.
The role of the demo
The demo seals the deal in almost all cases. The trick is to make sure the demo comes at the right time. You want to narrow down the number of demos done to three. Not only will this save you valuable time for your sales staff but it keeps the customer focused. Too much demo and details get forgotten.
One of the best lines to use is “I won’t let you drive that one because from what you have told me you want, it’s just going to disappoint you.” The timing of which demo requires you learn to approach your business using the skills perfected in another.
Do it like an undertaker
The industry of mortuary science and funeral homes has much to offer the car sales industry. They have perfected a ratio of sales presentation that stacks the deck in their favor when it comes to staying strong while never appearing to take a hardline with their client.
Think about it, when it comes time to have to buy a casket and burial services, you can’t take the tack of “take it or leave it” with your offer. What funeral home directors know is that customers buy the 2nd package of three that they are shown.
Car dealerships usually get this wrong by putting the strong car as the last of the three.
What you want to do is give an up a way out by choosing the middle ground. The middle ground is where you stay strong and they feel like they haven’t taken the cheap way out and neither will they feel pressured into a high priced sale.