8 Steps to Making $1000/hr and Increasing Your Sales Conversions…by Buying a Car: Part 1

8 Steps to Making $1000/hr and Increasing Your Sales Conversions…by Buying a Car: Part 1

If you’re like most people, you’d rather spend the afternoon diligently going through your tax return with an IRS Auditor than talk for even a few minutes with a car salesmen.  I get it, I’ve been there too, but it doesn’t have to be that way, and my wife and I proved it when we recently bought a new car.

With just a little bit of preparation and few fundamental principles applied from goBRANDgo!’s business model, we worked together with their sales team to get thousands of dollars off the sticker price in a win-win-win situation.

I’m not saying this is the best/only way, but in this series of posts, I’ll outline what we did. Hopefully you can draw some lessons and apply them to your next car-buying experience as well as your business’ sales process.

In this first post, we’ll focus on goal and need identification and educating yourself.

  1. Identify Goals/Needs:

    1. Car Business:

      What is important to you?  Safety, fuel-efficiency, performance, foreign/domestic, dependability, low-mileage, cost, features, storage space, style, etc, etc…make a list of all the things that are important in accomplishing your goals of your next vehicle and note which are non-negotiable as well as the priority of each.  There are sooooo many different cars out there, by starting with what you need, you can then narrow your choices down to a manageable number.

    2. Your Business:

      How do you help your customers accomplish their goals?  Do you clearly communicate the benefit you provide, or do you just feature-vomit all over everything.  People don’t buy things or services, they buy solutions to their problems and things that help accomplish their goals.  Think about how you talk about your business, what messaging is on your marketing materials–is it feature-vomit?

  2. Be an Educated Consumer:

    1. Car Business:

      Once you’ve identified a handful of cars that fit your goal-profile, start doing your research.  Using the ol’ Google machine, you can come in knowing more about the cars you are looking at than even the salesperson.

      Search available inventory and ratings on consumer sites like www.Cars.com or www.AutoTrader.com to get a good feel for price ranges based on years/mileage/features. Dealerships are typically open late on MWF and close early on T/Th, so if you want to peruse the lot to just see what’s out there, go on T/Th nights, since at this point, you’re still in research phase and not quite ready to buy.

      Use resources like Kelly Blue Book and Edmunds to research fair market value and invoice pricing on new/used cars as well as your trade-in value.  Understand the good, the bad, and the ugly of each of the cars you are interested in.

      If you are financing your vehicle, call around to local credit unions (who typically have the lowest rates).  Dealerships will almost always match what ever interest rate you can find out there (their deals are financed through these types of institutions anyway…they are not in the financing business)

    2. Your Business:

      Whether you’d like to admit it or not, your customers are researching you.  They are Googling you to see what comes up (have you done this to yourself lately?  If not, stop reading right now, open a new browser window, and Google your company name…you have go to control the whole first page, and it should all be good stuff, not bad), looking at your site/social media, looking at your competitors, checking your ratings/reviews on Google, Yelp, etc, asking around their peer groups for insights, and asking current/former clients.  They’re doing their homework on you, so first and foremost, you have to be good at what you do because if you’re not, it will get around quickly and kill the sale before it even starts.  Beyond that, make sure you’ve taken control of your digital presence and are purposefully creating the messaging your customers want/need to read in order to evaluate you.

How have you used either of these techniques to help you get a leg up in your sales process? Let us know in the comments!

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