Salesperson 101: The Power of Emotion
I’ve been at this a long time, and I can’t count the number of times I’ve had trainers and managers tell me that automotive sales is about emotion, and that is most definitely true. It’s too bad that so many salespeople, and even managers, don’t understand what that really means.
“Sell the sizzle, not the steak!” That’s what an old friend and sales trainer used to say all the time. “Get excited! The more excited you are, the more excited the customer is!” In fact, the entire sales process is a roller coaster ride of emotion for the client. Nervous and fearful when they arrive. Excited and happy when they look at and test drive a vehicle. Nervous again when the negotiation begins, excited to make an offer, then up and down and back and forth over the payments or prices, until finally a deal, and the excitement associated with the prospect of owning a new car, or a new used car.
I was sitting watching a salesperson interact with a client a few years back when something occurred to me. It should be obvious, but I don’t think it is. You see, he was doing everything right. He was smiling. He was excited, maybe a little too excited, but definitely excited. I watched for the longest time as he worked his way through the sales process, until finally he shook the client’s hand before they left…without buying. He followed the process exactly. He was excited. But somehow, he didn’t make a deal, or even get an offer. In fact, he really didn’t sell very many cars at all so his time was limited with us; mediocrity never really worked for me.
The absence of real emotion was so obvious.
What was so obvious was the absence of real emotion. Not the fake salesy kind. Not the radio announcer voice saying, “This is a great deal!” pretending to be excited, but the deep emotional connection that only comes with genuine caring. With a genuine interest in the person. A genuine interest in sharing some time with another person that is more than just selling a car, or selling anything for that matter.
If I really dug down deep inside and asked myself why I was good at selling cars, yes, I was fairly smart, I understood negotiation, process, all the basics, but what I was really good at was making a connection with people. Even when I didn’t sell a car, customers would often come in with cars they bought elsewhere just to show me, and I was happy for them. Customers are just people. Not just an opportunity to sell something, but an opportunity to get to know someone, maybe learn something, but most of all an opportunity to make a connection. Young people. Old people. Really interesting and smart people. People that have struggles. People from different parts of the world. All kinds of different and amazing people that teach you about life. Even the assholes teach you something.
It occurred to me watching that salesperson that day, trying to be excited but failing because he couldn’t make that connection, because he was focused on the wrong thing. The wrong emotion. You’re not looking to put on some song and dance show to try to impress a prospect and get them to buy, not drumming up some fake emotion to somehow get a customer excited. You are trying to make a connection. By showing genuine interest in the person. Not just about their vehicle needs, or just questions related to buying a car. But a genuine conversation like you would with any new person you meet. At a dinner, a wedding, a show, a bar, whatever, a human connection.
As you begin to focus on the relationship with the prospect, your life and your job gets a whole lot easier.
And the best part, as you begin to focus on the connection, the relationship with the prospect, in person or on the phone, your life and your job gets a whole lot easier and enjoyable because now you’re dealing with a friend and not just a customer. Someone easier to speak with. Someone who will take your call, respond to your email, and maybe, just maybe, buy a car or send a referral.
Yes, follow the sales process. Every step. Close every deal. Gross your deal, as much as you can. But most of all, take what the job gives you, an opportunity to meet and get to know a vast number of new and interesting people. That is the emotion that sells. The one that connects you to others. Be caring. Be interested. Be engaged and make it your mission to make a genuine connection with your customer. I guarantee not only will you sell a ton more vehicles, but you will love your job, and that’s the greatest reward. That and the money of course! Good luck and good selling!
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