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My Grandfather was a man of few words. (I am not much like him in that respect.)
When he did speak everyone listened. He would speak his mind and it was usually
words of infinite wisdom. He was a farmer in the Ozarks of Missouri and I guess
he got that way due to all the time he spent alone in his fields. I remember
as a little boy, a conversation he had with my Grandmother. My Grandmother asked
my Grandfather why he told her only once in all their 45 years of marriage that
he loved her. My Grandfather’s reply was very simple. “I told you
I loved you once and that was good enough. It’s when I tell you I don’t
love you is when you have to start worrying.”
As time has past in my 8 years in Internet sales, I have often thought of this
conversation. The average ISM will attempt to contact the customer after a request
maybe only once whether by phone or email. The customer is often left wondering
if the dealership really cares if they buy from them or not. They may have gotten
your message that you called, but lack of follow up will leave them wondering
after that. Looking from my Grandmother’s point of view, she went all those
years knowing my Grandfather loved her because he showed her with actions. But
she still had that need to hear it.
Our internet customers often feel this same need. They want to feel special
about their request because they made the first step in commitment to purchase.
Do not confuse this as any other sign. How we conduct that first contact is
so crucial it will affect not only whether we will get them into our dealerships,
but also whether we will deliver them a vehicle. Too often our first contact
with them is spent dryly giving them either very little information or just
spitting out a price. The lack of personal attention to them and what they feel
is really important will make or break the Internet effort. Remember, Internet
sales have nothing to do with price or buying a car, it has to do with relationships.
The more personal information you are able to gather during that first contact
will enable you to have greater insight into their needs and wants. Spend time
with them on the phone as if you have been friends for years. It will ease the
tension of buying a car and enable you to better serve their needs. This will
build trust that cannot be accomplished anywhere else in the sales process.
This is a major difference from the conventional customer.
Show them a reason why their personal needs will be fulfilled up front and
you have won the battle. You can show them, as my Grandfather did, that you
care for their needs after they come in. But you only get one shot at telling
them upfront their needs are important. They will sense it and willingly accept
showing them you care after their arrival at the dealership.
The psychology of the Internet buyer is much different than the conventional
customer. Utilization of this psychology must happen if we are to be successful.
Yesterday they were the conventional customers, attempting to negotiate as their
Fathers did. Once they hit the Internet, they feel protected and secure. You
must step into this security and keep them feeling safe.
Internet customers have a greater need for security and acceptance. If you
keep this in mind, you will always fare better. You will succeed where others
will fail, regardless of the price that is quoted. Only after trust is established
and developed, do you proceed. Your most valuable assets are time and your ability
to sell yourself as someone with creditability and sincerity. These are the
attributes the Internet customer is seeking from you. You must back up what
you say to the customer later in the process, but if you cannot establish trust
in the first contact, it won’t matter.
You can call it corny or attempt to brush it off, but the plain truth is that
Internet customers are a lot like my Grandmother. It was always more important
that she felt loved than to hear it. That is why she stayed with my Grandfather
for so many years without hearing those words. She felt safe and secure. I miss
my Grandfather even today. He told me he loved me once.
Dennis Rushing is the President of Dealer Cat, an automotive Internet training
and consulting company that is based upon his patented proactive selling systems.
Contact him at drushing@dealercat.com or visit www.dealercat.com for more information.
About the Author:
Dennis Rushing is one of the true pioneers in Automotive Internet Sales. He
began selling vehicles through the Internet in March of 1994 and has developed
unique selling processes that are based upon unmatched experience and success.
Dennis has personally sold over 4300 vehicles through the Internet, which makes
him easily one of the most successful ISMs in automotive history. |
