Even in a tough economy, you’ll still find plenty of people with the resources buy a high-end vehicle. There are young people who can afford a hot car, and there are also a lot of older car buyers who would LIKE one. Pre-judging and making assumptions about a buyer is one of the most common mistakes car sales people make. We all like to think we are such good judges of people; within minutes we can size them up. Don’t be so sure.
Listen, listen and listen some more. Ask questions. Then listen.
-- Who are they buying the car for? This is a deeper question than it looks.
-- WHY are they buying a car? They may not admit it, but good looks and ego are a big part.
-- What options do they want? If they just want roll-up windows and AM radio, that’s one thing. If they start talking infotainment centers, back-up cameras, and sunroofs: you’ve got a taker.
They key is to listen to your prospect closely. It gives you permission to show them something that may be out of their comfort zone.
Even if they don't buy an expensive car, they may be willing to add options. Sport packages, sunroofs, and upgraded sound systems can help deliver higher margins.
Selling a expensive cars in an ugly economy is far from impossible. It really just takes an open mind from the consumer, and of course, the salesman.
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