Get a Commitment
You want a commitment from your customer, their agreement to purchase if all the terms of sale are agreeable. This is the bottom line and easily understandable. In most dealerships who utilize four-square selling, management will ask you to get a customer signature indicating their willingness to purchase when you have all 4 terms of sale in line. If you are new to automobile sales you can find those terms here. You are a professional automobile salesperson and your income depends on it. You have learned to overcome objections and negotiate effectively.
If you need a refresher go back and review the Road to the Sale. Click on the button to the left.
If you have done a professional job you have earned the right to ask for their business. If the answer is NO...use one of the most powerful words in the English language.
NEVER ASK FOR A COMMITMENT UNTIL YOU HAVE ANSWERED EVERY OBJECTION. IF QUESTIONS REMAIN YOUR CUSTOMER WILL WANT TO THINK IT OVER OR WAIT.
If you overcome their objections you may not need to ask WHY.
Don't make the mistake of becoming long-winded in attempting to resell. By now you should have identified what is most important to your customer. Do not make a laundry list of all the reasons you think they should buy. Restate the important and follow up with positive statements about those things.
Do not tell them you don’t get paid unless they buy. Yes, salespeople actually say that. I have no idea why, but they do.
All you have to do is ask “WHY.” Something is preventing them from buying, find out what it is. Ask them WHY?
You've left unanswered questions lingering in the customer’s mind. Find out what those are, treat them as simply another objection, overcome the objection and close for a commitment. Most often you will discover that a better job in Step 2 of the Road to a Sale, Fact Finding, will leave fewer unanswered questions. Find out what they are, overcome them and make a sale!
- “Mr. Customer, WHY do you feel that way.”
- “Mr. Customer, WHY wouldn’t you take advantage of a great deal?”
- “Mr. Customer, WHY? Is it something I said or did?”
- “Mr. Customer, WHY can’t we do business today?”
Commitment is one of the 4 C's of selling.
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