In a tough, ugly economy, people tend to button down and get practical. Does that mean that selling pricey cars in an ugly economy is impossible? Absolutely not. You will have to listen more closely to your prospect and interpret their “code.”
Here are some things to keep in mind. They will help you sell some of these more expensive, good looking vehicles.
Pricey doesn’t necessarily mean impractical.
A client comes in and says they’re looking for something “practical”. You’ll need to show prospective customers that being pricey doesn’t mean they aren’t being smart and practical. Even hot, good looking cars are getting better gas mileage these days. They have solid warrantees and are becoming safer. Porsche even offers a gas-friendly hybrid.
Sometimes all the prospect needs is permission from you to determine the practicality.
Don’t be in a hurry
Sometimes car salesmen can be in a hurry to make a sale, any sale, that they end up missing opportunities to upsell prospects. Many gravitate to the stereotypical car they believe the client will like -- probably the bestsellers. Sure, if a client tells you all he can afford is a $15,000 car, his choices will be limited. But if he’s willing to spend $30,000 or more, show him ALL his options. The client may be dismissing high-priced cars because he thinks they are out of reach. Take the time to show him as many options as possible.
Use test drives
Invite your prospect for a test drive. You might be surprised by how many haven’t been behind the wheel of anything other than the family auto since their teens.
Getting them behind the wheel of a car that is fun and fast may just trigger something in them. It may create a desire they didn’t think existed anymore. You can help them re-ignite it.