Qualifying. Go Ahead and Ask!

It has always amazes me why some sales people are not sure what the customer wants, who’s involved, or even how the customer is possibly paying. Does it make any sense to know this information? Think of it like a Doctor’s examination. If the doctor does not ask you any questions or gives you any test, he or she will not be able to diagnose you. When you ask questions, you will always get more information back than what you originally asked for.

Immediately following a successful introduction – with no pause – you have to start your contact (examination) questions. If you don’t know what’s wrong or needed with something – how can you fix it? The initial questions you ask your potential customer sets the tone and builds rapport for the entire buying experience. Relax them and be friendly. It is up to you to assist the customers in the selection of their new vehicle. Who knows where every vehicle in your inventory is – you or the customer?

Before we launch into your contact questions you must determine where and when you will ask them. Most of the time you will ask them on the dealership lot or in your office. In a lot of cases you will blend these questions with your vehicle presentation. The contact questions have to be done immediately following your introduction and must be followed in order. You will not sound like a robot.

Your contact questions are very important because if you do not know this information, you will not be able to properly assist your customer in their new vehicle purchase? The best sales people “Listen more than they talk”, so start listening to your customer’s.

Let’s get started with your contact questions or should I say “doctor’s examination”

1.  IS THIS YOUR FIRST VISIT TO THE DEALERSHIP?

WHY ASK?

This determines if the customer has been dealing with another sales representative, and how they heard about the dealership.

2.  DID YOU KNOW OUR DEALERSHIP IS…?

WHY ASK?

A point of interest about your dealership is always helpful in building credibility. Also, if you are having a special on a particular vehicle mention the special immediately, even if they are not interested.

3.  WHAT FEATURES ARE YOU LOOKING FOR IN YOUR NEW VEHICLE ( do not pause here ) New or used, 2 door or 4,   truck, mini-van, 4 x 4, sports utility, automatic or manual transmission, 4 – 6 or 8 cylinder engine, air conditioning, Am/Fm/cassette or CD player, power windows and locks, sunroof,  cloth or leather interior, your color preference dark or light, etc.

WHY ASK?

Obviously this determines what type of vehicle the customer is looking for and helps you narrow down your inventory.

4.  WHAT DO YOU HAVE IN YOUR PRESENT VEHICLE, THAT YOU WOULD LIKE TO HAVE IN YOUR NEW VEHICLE?

WHY ASK?

This determines if there is a trade involved.  It also helps out to find the customers “Hot Buttons” or the features in the vehicle that are most important to them.

5.  IS THIS VEHICLE FOR BUSINESS, PLEASURE OR FAMILY USE?

WHY ASK?

This question helps narrow down the purpose of the vehicle. It will help you determine if leasing is going to be an option. If it is for the family, then size and safety are important.

6.  HOW MANY MILES DO YOU DRIVE PER MONTH?

WHY ASK?

This will help determine which needs are required depending on how much the car is driven.  It also influences the leasing mileage restrictions.

7.  WHO WILL BE THE MAIN DRIVER OF THE VEHICLE?

WHY ASK?

Because if you are dealing with a husband / wife and the wife is the main driver you have to focus more of your attention on the wife. This will also determine if anyone else may be involved in the buying decision (Spouse/ Co-worker/ Children). If the main driver does not want, fit, or like the vehicle, it will not be sold.

8.  WILL THERE BE ANYONE ELSE INVLOVED IN THE DECISIONS REGARDING YOUR NEW VEHICLE, OR WILL IT JUST BE YOURSELF?

WHY ASK?

This is a direct way of making sure all the decision-makers are present.  This question should be used with care, since some customers may take offense to it. If you do not know the answer to this question, by the time you are ready to ask for the order, guess what you just might hear…

9.  WILL YOU BE SELLING US YOUR PRESENT VEHICLE?

WHY ASK?

Because you have to make sure if the customer is planning on trading in their vehicle. The reason you are saying selling instead of trading is because selling has more financial value to it. This information will determine how you to handle the trade negotiation.

10.  HOW WILL YOU BE PAYING FOR YOUR NEW VEHICLE CASH, FINANCING OR LEASING?

WHY ASK?

This obviously determines what type of financing the buyer is contemplating and  gives you some idea of his or their financial position.

11.  WHAT TYPE OF MONTHLY BUDGET ARE YOU LOOKING AT?
WHY ASK?
This will give you an idea of the selling price of the vehicle you should be looking for. There is one problem, the trade and cash down will effect the monthly payment. So if the customer wants a $50,000.00 vehicle and only wants to pay $400.00/month – THINK.  It is very important to try an increase the customer’s payment expectations, because their monthly budget rarely matches the vehicle they want.

LISTEN MORE THAN YOU TALK…

PROPER QUALIFICATION = INCREASED SALES & PROFIT

Darin’s Wrap Up

These are some of the best contact questions you can use and combined with a proper introduction and vehicle presentation you will have an excellent start to a professional game plan. The more you practice something – the Luckier you will get. There are “No Tricks” in selling cars. So! Practice, Practice, Practice…