Do You Even Know What You’re Selling

Imagine walking onto a lot, asking about a vehicle that you have been researching for weeks, and when you ask the sales person your questions, they don’t know how to answer. It’s not just awkward, it’s a dealbreaker. Customers expect to be greeted with someone that knows what they are selling, even the basic questions. When greeted by someone who can’t answer those simple questions, you begin to second guess the dealership and your whole experience. If the person selling the car is not informed about the car, they will loose credibility quickly, it’s not an option anymore to not understand what you are selling, product knowledge builds trust and loyalty. In this post, I’, breaking down exactly why it still matters.

Today’s Buyers Know Their Stuff

Let’s be real, the customers probably already know more than you. By the time they show up, they have already done the research, they know the features of the car, and have read the reviews that show the true value of the car. They already know what a “good deal” looks like. If your answers are vague or rehearsed, they’ll notice immediately. If the salesperson can’t answers those questions, or worse, answer them incorrectly, you will lose their trust fast. They need a conversion that makes them feel heard, respected and talked to like they know what they are doing. Its not just a lecture, the sales process starts by proving you know what you are talking about.

Train the Team, Build the Brand

You cannot expect people to sell what they do not understand. However, training your team, can change the way customers see your whole brand. Every salesperson needs to have knowledge on what they sale, if they are unsure or misinformed, buyers will catch on fast, especially when the salesperson gets it wrong. That reflects not just the salesperson, but it can damage your brand image and perception for the people. Ongoing product training builds more that just knowledge, it is consistent, relevant and builds the way your business will operate. When your team is prepared, your brand looks great. The better your team is, the stronger the brands looks in every single interaction.

What Knowledge is Needed

• Know the difference between trims , packages and model years
• show the hidden features
• match the buyers level of research
• be confident in what you are selling
• keep communication open and consistent

So what now?

At the end of the day, its not just product knowledge that will sell the car, its the strength of your team. Buyers today can spot fluff and fake confidence instantly, but if you train your team to be the best for your company, you will be successful. The team should demonstrate honesty, knowledge and respect to each and every guest on and off the lot. So when your team can do that, and close deals, you will see an increase in customer return and customer recommendations. We are here to build reputations that will last a lifetime.

So now I ask, What steps will you be taking with your team for your customers?