A Guide For Used Car Salespeople Everywhere
Selling used cars was once a golden opportunity. In the 1970s, 80s, and even early 90s, it was possible for a high school drop out with a little personality and the ability to bypass moral roadblocks to make over $100,000 a year. I heard a joke about it once: A parrot flies into the bar. He lands on the shoulder of a wealthy looking man.
The parrot asks, aWhatas your IQ?a The wealthy man says, a170.a The parrot asks, aHow many trials have you won this month?a He flies off and finds someone who is dressed even better. She is loaded with diamonds all around and a Gucci purse. Again, the parrot asks, aWhatas your IQ?a She says, a180.a
The parrot wants to know, How many operations have you done this month? The parrot flies off to find someone even wealthier. He spots a man in an expensive Italian suit, surrounded by bodyguards, next to his fancy sports car. Whats your IQ, rich guy? The parrot asks him. The man grins and answers, 80. The parrot has one question for the man: How many cars have you sold this month? Today, however, its rare to meet a salesperson making over $50,000 a year.
The advent of the Internet in the car-buying arena has really hurt auto salespeople. It has shifted the power from the hands of the unscrupulous salesperson into the hands of the consumer. All over, you can find sites like Used Cars in Oklahoma that allow people to learn everything there is to know about the car they want before even stepping onto the lot. But do you know how to use that to your advantage to sell even more cars? The consumer has access to TOO much information, and will rely on you to help him sort it out. You can overcome even the most intelligent Internet shoppers objections.
Here are some of the things that you can do: 1) If they have a trade, go to all of the trade evaluation sites and find the one that has the lowest amount. 2) If they think youare priced too high, repeat tip one, but look for the highest value instead of the lowest for the car youare selling. 3) Send emails to everyone all the time. People love receiving emails from car salesmen. After you send the emails, call them and tell them you sent an email. They love this as well.
4) If the vehicle history reports come up with something negative about the car, provide the customer with articles debunking the history reporting system. Tell them that the systems are never accurate. 5) Even if a Carfax report looks good, consumers are still sometimes doubtful. Assure them that Carfax guarantees 100% accuracy. 6) If they object to the price you quoted, saying that the Internet price was lower, explain that the price was altered by a hacker. If they persist, gently guide them to a different car and circumvent the question altogether. 7) Ask someone to create a website slandering your competition. If you suspect that a customer has visited or will visit your competitor, just give them the URL of the website.
Use a fake name to post negative rumors about your competitors online. People often believe anything they read on the Internet, so go ahead and say that Dealer A runs a prostitution ring and Dealer B sells drugs on the side. Chances are, people will believe it. 9) Sign up with a free vehicle classifieds service and post cars for sale similar to yours, but at much higher asking prices. Be ready with copies of these ads to show to customers that think youre asking too much for your cars. 10) Any other objection relating to the Internet can usually be solved by maintaining that theres a really bad virus wreaking havoc online.
The battle isnt over yet, unscrupulous used car salesmen of the world. You can fight back with these tactics and continue to reap profits, even in the age of the Internet. If youre an honest salesperson or an outraged consumer reading this, please ignore what youve just read. Its only meant for entertainment purposes.
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