Post on 13-Dec-2015
Secrets of Inspirational Selling
Selling to a Defensive Customer
“Your most unhappy customers are your greatest source of
learning.”
- Bill Gates
David Lewis & Associates, Inc.
“We cannot solve the significant problems that we face today at
the same level of THINKING we were at
when we created them.”
ALBERT EINSTEIN
Perceptions
We must realize that in a selling situation the
Customer’s perception becomes their reality.
Type A & B Personalities
Characteristics of a Type A Personality:
Strong Verbal Skills
Competitive
Aggressive
Over-achievers
Type A & B Personalities
Characteristics of a Type B Personality:
Relaxed
Less-Stressful
Emotional
Laid Back
Type A & B Personalities
What are Automobile Salespeople?
____Type A ____Type B
What are most Customers?
____Type A ____Type B
X
X
Type A & B Personalities
Type A people account for ______ of the world’s population.
What happens if you utilize a Type A personality presentation on a Type B
personality?
They become extremely defensive
2-5%
Type A & B Personalities
When dealing with a Type B personality, what is the best way to release the Customer’s defensive posture?
Remove the fear of buying today
Why Should I Buy a Car From You?
I Like You
Great Product
Great Selection
Great Service Department
Take Care of Me After Sale
Community Oriented
What is the problem with this?
Every salesperson states this.
Commonly Used Words to Describe Salespeople
Cutthroat
Conniving
Scammers
Shysters
Aggressiv
e
Predators
Pushy
Tenacious
Desperate
Insincere
Deceptive
Sleazy
Hustlers
Liars
High
Pressure
Commonly Used Words to Describe Salespeople
Hypocritical
Evasive
Slick
Manipulativ
e
Untruthful
Greedy
Cocky
Swindlers
Arrogant
Rude
Con Artists
Untrustworth
y
How Customers would like Salespeople to be
Trustworthy
Honest
Genuine
Helpful
Not
smothering
Patient
Warm
Reliable
Considerate
Respectful
Smiling
Personable
Not Pushy
Friendly
Straightforwa
rd
Consistent
Caring
Knowledgeab
le
How Customers would like Salespeople to be
Cheerful
Well-dressed
Clean cut
Service-Oriented
Non aggressive
Understanding
Good listeners
Concerned for needs
Professional in appearance
Buyer’s Motivating Factors: (IN THIS ORDER)
1. The Product
2. The Salesperson
3. Dealership
Reputation/Service
4. Price
What do most Salespeople focus
on?
Price
Why?
They think that it is the most important item to the customer.
Four Rules of Sales
1. Never ask a question that could result in a lie
2. Never ask a question that could result with an
answer you Do Not want to hear
3. Never ask a question or make a statement that
could make the Customer more defensive
4. Always try to catch the Customer pleasantly
off- guard
Salesperson should have only two goals:
1. Release the Customer’s defensive posture
2. Sell a car
What is the best way to sell a car?
Release the Customer’s defensive posture.
What is the best way to create
Gross?
Release the Customer’s defensive posture.
DLA Steps to a Sale
1. Meet & Greet
-obstacles
2. Qualify
3. Inventory Walk
4. Vehicle
Selection
5. Internal Presentation
6. Demonstration Drive
7. Exterior Walk-Around
8. Service Walk