Car Sales It All Depends on How You Tell the Story
Power steering on an automobile both makes for easier and safer driving. Power steering has not always been around. A lifetime not that long ago only ‘manual” (meaning non power assisted) steering was the only option for most motorists. Manual steering was hard, took some strength to turn the steering wheel, wheels and tires. On top of that emergency lightening swift responses were limited and many women found it somewhat difficult to drive, limiting their options of means of transportation.The example was given of the trials and tribulations of an auto dealer who in his early years served as his one man sales force as well. An acquaintance of the man, an elderly gentleman was interested in a new vehicle – time to trade up he said. After all the objections were overcome – automatic transmission versus standard, thrifty more powerful 6 cylinder engine vs. a larger V8 it appeared that one obstacle still stood in the way of the prospective auto sale. It was the concept of power steering not being the old tried and true means of turning the steering wheels and tires. New fangled, not to be trusted. Bhogdan said the seller – “You are not getting any younger, and like it or not it is getting more difficult for you to turn the wheel. In an emergency situation “Power Assist” steering may be just the trick to provide more safety to you and your wife and family. It seemed the term “Power Assist “was fine and noteworthy whereas “Power Steering” was not. Such are the life, and experiences of experienced auto sellers and sales people. Different strokes for different folks and an example of it all depends on how you tell the “story”.As an auto sales person or for that manner any type of sales one must be tuned and attuned to specific term, and indeed standard accepted industry wide terms as to how they are accepted and perceived in the mind of the consumer and potential buyer and purchaser not as to how the marketer perceives those terms. Pay special care and even be creative, but always ethical and moral in your sales tactics and strategies.It might be said that “people can be strange” and think in ways that are different if not surprising. Variety makes the world go round. Imagine how boring life would be if we all thought and accepted the same. In the end it’s all about getting the sale. Remember that and as well be flexible in your sales presentations next time you are on the sale floor.In the end it can be said that auto sales, and indeed sales of any manner or description is all about perceptions an indeed preconceived perceptions. It is the job and the role of the salesperson and indeed experienced auto sales person on the lot, to uncover, understand and deal with these variables.It really does not matter in the end, if you or your sales manager, do not understand or even fully comprehend the inner workings of the minds of your customers and potential customers. The customer or their family may even be fully “misinformed”. It really does not matter. What is of prime concern is how you deal with these issues. In the end towards the close of potential sale it may be well crucial not so much the story or even explanation, but crucially “How you tell the story”.
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