Buying or leasing a car is an emotional decision. At least for me it is and listening to most of my friends it feels like it’s similar for them. Yes, you are buying a product but you are also making a decision as part of an experience. Not only the driving experience, but the way you feel in the car, the way people perceive you in that car, how practical it is and the list goes on.
So, when I walked into a Toyota dealership the other week looking at some models that could compare to the VW Jetta that I was currently driving, I was almost “sold” on the idea that the RAV4 could make sense to me. I was over on my mileage allowance with my Jetta and the new model doesn’t come with a built-in navigation system. My husband had gone to the dealership the day before to see if we could get a good deal trading in our Jetta and I felt that it was a good idea to make that move. Everything made sense and I was prepared to give up my European car, which is a “biggie” to me, to save some money and to get my navigation system that I so desperately need to not end up lost in a dark alley somewhere.
So, what happened that I didn’t buy the Toyota, but instead, decided to go with another Jetta? It was mainly the whole sales & customer service experience. You could say I just simply didn’t feel the love. But there are five important steps in the consultative sales process that were missing in this situation (not necessarily in this order).
1) Understand & Acknowledge Who the Buyer Is (and Understand Who the Influencers Are)
The sales person never looked at me, only addressed my husband although we had told her on numerous occasions that it was my car, and I was the buyer. Even when buying a car there are influencers (my dog, for example, and I took him along to make sure the car wasn’t too high for him – don’t judge me – LOL!). In this case, I was the Economic Buyer. It was my car therefore I was the final decision-maker.
2) Listen to Your Customer’s Needs
When I test drove the car the sales person pointed out how great the model was and that it’s literally flying out of the showroom, because it’s so extraordinarily popular and in such high demand. She never asked me if I liked the way it drove (I didn’t). In fact, she never even asked me one question – assuming that this “great” model would sell itself.
3) Manage Expectations
Under-Promise and Over-Deliver – a good motto to have. It turned out that their initial calculations were off. The trade-in turned out to be far less attractive financially the day we showed up at the dealership than they had calculated the day before. A big negative for me as I was truly looking to find an economically sensible solution.
4) Stay in Control of the Sale
And most importantly, she let me leave the dealership to go home and think about it. Once I went home and reflected on the experience, I really started missing my Jetta (although it was still sitting in my garage). I couldn’t bear the thought of giving it up. Quite unexpectedly, it didn’t bother me anymore that there was no factory-installed GPS system. I also realized that I could use my large screen Smartphone instead. And finally, I didn’t feel valued during the entire process and it reflected on how I felt about the car. The more I thought about it, the less I liked the whole idea of switching.
5) Create Value
Had the sales person addressed me (instead of my husband) and asked me questions about my needs, focusing on the fact that the Toyota offered navigation, a feature I couldn’t get with the new Jetta, and had the numbers not changed to my disadvantage, maybe I would have signed right then and there. I would have felt understood and valued. But she didn’t do any if the above. She didn’t seem to care about my needs. She only focused on other features of the car that didn’t speak to my needs and once I walked out of the dealership the sale was lost.
We have a segment in our Consultative Sales Certified Training Program that showcases an example similar to what occurred, but it wasn’t until I experienced it myself that I realized that even cars don’t sell themselves.
Consultative Selling Puts the Buyer in the Driver’s Seat
A comprehensive consultative sales approach truly helps sales people guide the customer/client through the sale to their final purchasing decision. Consultative sales people don’t push features – they identify needs and create a solution that is of value to that particular prospect/client. Buyers working with committed consultative sales professionals will never feel “sold to”. They know they’ll have made a decision that works for them. And surprisingly enough, consultative selling isn’t only necessary when you sell a service, but obviously also when you sell a product.