Selling cars is a challenging yet rewarding career. And like almost any profession, there are certain skills that are shared by all the best employees in the industry.
Below are five skills all new car sales team employees should learn if they want to succeed in the business.
How To Sell Cars in the Digital Era
#1. Master Your Inventory
You don’t have to know every last nut and bolt under the hood, but a good car salesperson should be able to explain different trim levels, demonstrate various features, and talk intelligently about options and packages.
#2. Know How to Discount
Today’s car shoppers spend an average of 11 hours online compared to less than four hours offline during their buying experience. That means they’re showing up to dealerships armed with information about MSRPs and market comparisons and come to the table ready to negotiate.
A good sales employee will understand how market pricing works and will know what types of discounts and incentives can turn a knowledgeable browser into a dedicated buyer.
Just be careful that you aren’t discounting too much. You don’t want to eat into your store’s bottom line with unnecessary discounts.
#3. Read Your Customer
Sales associates need to know how to read their customer and respond accordingly to their needs. Family man? Time to talk safety. Recent college graduate? Let’s check out that Bluetooth technology. There’s a car for everyone, and your job is to be a matchmaker.
#4. Build trust
It’s no secret that car sales employees have to work extra hard to gain a shopper’s trust. In fact, car salespeople ranked at the bottom of a Gallup survey — along with politicians — of the least trusted jobs in America. Successful car sales employees know how to change a shopper’s mind within minutes of stepping on the lot.
#5. Ask the Right Questions
Ask a customer how you can help them and they’ll tell you they’re just browsing, then walk away. Ask them if they are thinking about a sedan or an SUV and they’re more likely to engage. Ask direct, open-ended questions that can get a conversation rolling.
MAX Digital: Your Highest Selling Employee
In this digital age of car shopping, the most valuable member of your sales team can be MAX Digital. Our software will turn your sales team into product experts, provide real-time inventory and pricing information, vehicle history reports, market comparison and so much more.
Contact MAX Digital today and set up a free product demonstration to see what’s possible for your sales team.