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Comment by steven chessin on June 23, 2016 at 1:43pm

Great info and insights to keep in-mind.

A common mistake I see salesmen make - especially with auto shoppers trying to buy above their financial ability - is not getting the need-vs-want balance right.Being a real consultant is much more than taking an order. 

I was doing the web marketing for a BHPH store and a gentleman had his WANT-METER pegged on a fancy red Ford truck that his credit couldn't carry. I was asked to talk to him. I discovered that he had an independent auto detaining business - and that gave me idea how to balance NEED / WANT.   

I showed him an older, but very nice maroon Ranger - that he wasn't thrilled with. Then I walked him to the back-lot where I showed him a beat-up old Ranger that had been a Volunteer Fire Department Truck complete with a 200 gallon water container, worn-out fire hose, and heavy-duty generator and hi-pressure pump and said ....

"If I could, would you ..."

You could see him resolving the Need / Want equation in his head ... about a week later he drove away with the prettiest car wash Ranger truck in-town and said, "I'll be back for a 150 in a few months !"  I knew he would be.  

The customer satisfaction level was off-the-scale because his needs and wants had both been balanced --- and here's the punch-line. The reality-TV-style commercial re-enactment I made from this helped the dealer far more than the sale - which was on its way to being lost.    

   

     

   

   

Comment by DealerELITE on June 22, 2016 at 11:19am

Love it !