| 1. What are customers really saying, when they mention the economy?
We've heard the comments for months now. "I like the motorcycle, but I'm worried about the economy." Or "I'm going to wait and see what's going to happen with the economy."
Although I'm a huge fan of the witty reply, the fast rejoin, the compelling response, if you think there are some magic phrases which will completely overcome this hesitation instantly, every time, well then you must have been at the same pipe party as Michael Phelps.
But there are things that you can say and do which may enable a potential customer to think about things differently and as a result, dramatically improve your chances of sales success.
First, you have to take into consideration why a sale may be likely. And surprisingly some don't see this, THEY ARE STANDING IN YOUR STORE AND TALKING TO YOU!
They wouldn't be talking to you if there was no chance they might be persuaded. Don't forget this fact, and many people do.
What are customers really saying when they make "economy" comments?
They may be hesitating because they are:
- Concerned spending money on a motorcycle might be irresponsible.
- Worried if they lose their job they won't be able to make payments.
- Don't want others to see them as a spendthrift.
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What are some reasons why customers should purchase a motorcycle now, even in this economy?
- Motorcycles have never been better built or
better designed.
- The selection of both new and used bikes is terrific, can't guarantee how long this will be true.
- We do have current purchasing incentives that we've never had before and don't know how long they
may last.
- Dealers are now, more than ever, intensely focused on delivering value.
- Similarly, salespeople are deeply focused on creating deliriously happy customers.
- For qualified customers financing options abound.
- Service plans enable peace of mind regarding mechanical problems or trip interruptions.
- Maintenance plans can be financed and take care of service needs for a few dollars a month.
- Finance protection plans can protect you from many uncertainties like theft, accident, injury and
even UNEMPLOYMENT.
- Motorcycles enable CYCLE-THERAPY; go for a ride and get a new perspective on the world.
- Faster, easier and more affordable than other recreational endeavors; know anyone with a boat?
- Life is short; no one at then end says "I wish I would have been more financially cautious."
- We sold fifteen bikes (or whatever your number is) last week/month. So see, all the kids are doing it.
You should also talk to customers who have recently purchased motorcycles and are having fun. After they've had the bike for a short while (use good judgment you don't want to prompt buyer's remorse) and express how much fun they are having, ask them - why in the face of such economic news did they decide to buy now. And then use those comments as testimonials,
"Joe Stevens just got his bike last month. He said he's always wanted the bike and he wasn't going to let anything, including the economy stand in his way. Joe always says life's short, enjoy it while you can."
This leverages the persuasion principle of social proof, i.e. we follow the lead of similar others. The other persuasion principle you can use is scarcity; we want more of what we can have less of.
There are some standard objection responses which are helpful. No money objection responses, like justifying the value of the product, your dealership or doing business with you. Also showing payment alternatives can help. The other are "no hurry" responses which simply state you should show the customer why buying now benefits them. |
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Ok, well maybe just the lyrics. The words and phrases you use have a powerful effect on the people we interact with. Here are some words and phrases you should consider using.
| - Advantageous |
- Practical |
| - Advisable |
- Fitting |
| - Appropriate |
- Rational |
| - Beneficial |
- Reasonable |
| - Consider |
- Sensible |
| - Desirable |
- Suitable |
| - Encourage |
- Urge |
| - Valuable |
- Worthwhile |
- Consider carefully ...
- I'm convinced that ...
- Just wanted to recommend ...
- Kick around this thought ...
- Might want to ...
- Think about ...
- Whether you take my advice or not ...
- You've probably already thought of this ...
Notice how powerful these words are and how appropriate for this situation. You probably found yourself reading through the list and finding some that made you say, "I really like that." Pick ones that best suit your personality and put them into your verbal repertoire. |
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So when the customer says something along the lines of, "I like the bike, but I'm concerned about the economy" what can you say? You could say something like this ...
"I hear you. And at first I thought the same thing, but the more I thought about things, the economy is exactly why we encourage motorcycling now, more than ever! There are really three practical reasons why now makes perfect sense to get into motorcycling.
- The selection and pricing of high quality new and used motorcycles has never been better, so you can get the bike and the deal that's perfect for you.
- If you think about it, when you compare motorcycling to other forms of recreation, it makes real financial sense. You can ride in a moment's notice. You can ride with family members. Gas savings are terrific. Plus you can even use it to commute to work or for family transportation. Try doing that on a bass boat!
- We've always focused on great customer experiences and now we've taken our efforts to the next level. While-you-wait services, free bike rental, free pickup and delivery, we're here for you.
As a matter of fact if you think about it there's never been a better time to buy a motorcycle. Here's what I'd like to recommend. We'll go for a test ride, no obligations, no hassles; you can tell us what you think about the bike and have some fun at the same time.
What do you think?"
(There is a lot of psycholinguistic strategy in the above response, and next time you see us in person, I'd be happy to explain it.)
This is just one example; using the list above we've configured several high quality responses. Use it and these ideas or create your own responses. And then practice until you can deliver it smoothly and persuasively. You won't sell all of these customers immediately, but you will dramatically improve your odds with a well thought out response.
For those customers who don't buy, don't see it as failure. You've proven your value as someone who has considered the issue and given them something to think about which just might prompt them to see things differently.
And isn't this better than shrugging your shoulders, looking at the ground and sulking back to your desk when customers bring up the economy? |
Words of Wisdom: My first day of working at Hannum's Harley-Davidson, Rita Hannum said to me, "Mark, here at Hannum's our employees are one of two things, an asset or a liability. You'll have to decide which you're going to be." Guess what? You have to make the same decision. |
Want to Win $500?
New Dealership Superstar Contest: Running Until January 31, 2009! |
This year's contest will have categories and more grand prizes. Go to www.PeakDealershipPerformance.com for submission guides and complete contest rules.
Andre Almeraz - San Diego Harley-Davidson
Excerpts from Last Year's Submission:
In the time I've worked for San Diego Harley-Davidson I have arranged sales for friends as well as strangers, I have assisted out-of-town visitors as well as locals. There have been broken-down motorists who needed a hand and hospital-bound patients who needed some help. I have come in early to aid customers and stayed late to make sure that every need has been taken care of. I've done it all, and I've seen it all. But through it all, one story has stuck in my mind more than any other.
It was on December 6, 2006 at closing time when a woman came rushing up to the front door. She banged on the glass and looked at me pleadingly. I sighed and nodded my head.
She didn't know a thing about motorcycles. All she knew was that her boyfriend wanted a Harley, and that she wanted to surprise him with one.
I spent over an hour with her trying to decipher the clues about which bike her boyfriend desired. I'll never forget the joy on her face when, in a moment of clarity, she recalled him mentioning how he loved the ..."Road Bob?"
I couldn't help but laugh, "Street Bob?" She jumped for joy. That was the one.
Even though one eye kept peering at the clock, I didn't rush her through the paperwork or any other part of the process. I knew how important this was to her and she kept repeating over and over how surprised her boyfriend was going to be. I almost wanted to see the look on his face when he saw his new bike; little did I realize that I would get my wish.
As we were finishing up the final touches, my customer revealed to me that she had no way of getting the bike to him. Again she gave me that pleading look. I always knew that a certain amount of pride went into being a San Diego Harley-Davidson employee, but I never realized that it would include door-to-door service.
I followed her home, putting the first several miles on her boyfriend's new bike. We pulled up to the house, tied a red bow around the frame, and then began revving the engine.
Her boyfriend emerged, wondering what the racket was. His jaw dropped at the sight of his new bike. He looked at his girlfriend, confused. "How did ...? But you ...? What the ...?"
Finally he got the words out. "You don't know the first thing about Harley's! How did you do this??" She turned and pointed at me. And then, honest to God, he raced right past his girlfriend and hugged me!
I have been told that my commitment to what I do, where I work, and the true joy I bring to my customers makes me a Dealership Superstar. I don't know about that. I just know that I am a San Diego Harley-Davidson Salesman and it's more than just a job to me.
Judges' Commentary:
We liked a lot about this submission. First of all we were in hysterics reading Andre's story. We would have traded just about everything to see this person race right past his girlfriend to hug Andre!
The other thing we liked about this was Andre's honesty. For all of us who have worked the long and arduous hours of retail, there's not one thing wrong with "keeping one eye on the clock" and anxiously awaiting closing time.
We also like how Andre sees his role at San Diego being more than just a job. This commitment is in no small part the response created by dealer principal New York Myke and general manager Ty Miller who help create this kind of team. At San Diego Harley-Davidson they are fanatics ... and we dig that about them.
The 2009 Dealership Superstar Contest is going on right now! Send in your submission today! |
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| Feel free to share this info at your staff meetings, use it for training sessions, or in conversations. Co-workers not signed up? Forward this to them. Our goal is to help you be, have and do more for you and your customers. |
| Earn more. Stress less. Make a difference. |
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The next installment of the Dealership Superstar Program is going on right now! Send in your submission today! |
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