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Automotive Sales Training - The Death of Traditional Salespeople - Part 2

For as long as I can remember, traditional sales training has focused highly on certain sales skills such as cold calling, presentation-demonstration, objection handling and closing. This model is outdated and out of touch. The traditional model that is taught to salespeople has an adversarial and combative tone that goes against the grain of basic human communication.

 

Selling is not something you do to someone. By my definition, selling is assisting people in finding and understanding a solution to their problem(s). Every buyer has a problem — whether it is a want or need problem — and it’s the job of the salesperson to guide the buyer to the solution instead of force feeding him product or services. It’s much easier to practice what I call the “slippery-slide method of selling.”

 

If you were at a pool and it had one of those slippery-slides, you would start at the top and slide effortless to the bottom. In sales, it’s usually the salesperson that puts obstacles in the way of the customer from fl owing effortlessly to their destination. The obstacles start in the form of an outdated mindset of “control” and coercive techniques.

 

Instead of concentrating so much on outdated word tracks to overpower people, why not concentrate on understanding basic human emotion and thought in assisting the customer, rather than fighting him? Let’s start with the most abused skill in selling, which is listening. So much of selling is actually just listening. It is a proven part of communication that when most people listen, they listen intently for about the first 10 seconds and then quickly shift into thinking about what their response will be. A quick shift occurs in the salesperson that is now self-focused and control oriented.

 

To truly listen is to seek to understand based upon complete focus on the customer and their perspective. Perception of the customer is the only reality that matters. It’s not about right or wrong or overcoming objections, but about truly understanding the customer and their thoughts and feelings. From understanding comes a shared goal-achieving process with the customer. You and the customer share a destiny, rather than acting as opposing players.

 

Traditional objection handling techniques stress changing a customer’s thoughts and emotions, rather than understanding them and then utilizing those thoughts and emotions to come a winning solution for the customer. I call this paradigm shift “selling form the heart.” Some old-school types will read this and think it’s a bunch of psycho-babble and feel-good mumbo-jumbo. To those of you locked into that vein of thought, understand that it’s not my mission to change you, as most adults do not change. As Jesus said to his disciples, “Don’t tarry too long with the non-believers.”

 

To find out more about this topic and receive some FREE bonuses, contact me at the address below.

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Tags: auto, automotive, car, expert, management, mark, sales, tewart, training

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Comment by Bill Gasson on February 15, 2013 at 5:45am

Very true ....

Comment by Jeffrey Seyler on February 12, 2013 at 6:00pm

Mark,

Problem solving 101! Is there room for a part III? 

Comment by Mark Tewart on February 11, 2013 at 2:28pm

Thanks for the comments Jason

Comment by Jason Mickelson on February 11, 2013 at 2:23pm

I agree completely!  You have explained the way it was and the way it needs to be.  I deal with internet customers exclusively and it is even more relevant when taking phone ups or internet leads.  Loyalty is harder to come by and if the prospect doesn't care for the way you speak to them or email them, you are out.  The key is to eliminate all confrontation and that starts by eliminating negative words.  The great Dale Carnegie instructed us to begin in a friendly way and to see things from the other person's perspective (LISTENING).  We all know that the consumer is shopping for a deal.  We know they will be quick to argue with us.  Use this knowledge to your advantage and focus on what you are able to do for them. 

Here are a few rules we use at Auto iLead when dealing with internet prospects:

1. Rule #1 is help people!

2. Rule #2 is never forget Rule #1.

3. Tell customers what you are able to do.  (Avoid saying I can't or I don't, not able to)

4. Dale Carnegies Principle 10 "The only way to get the best of an argument is to avoid it. 

These are easy things everyone could utilize today.  If put into practice, results will be almost immediate.  We just have to break the bad habits that have been engrained from the top down. 

Jason Mickelson

www.autoilead.com

 

 

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