Whether you’ve heard it from your parents or from a television commercial, you’ve likely been told at some point in your life not to trust a car salesperson.
However, while salespeople often get a bad rap for some of their sales tactics, like being overly pushy or not giving customers enough space when they’re just browsing, sales industry leaders can look to them for several great strategies to use when marketing their products and services to consumers.
Here are a few sales tactics that businesses should consider using to sell their products as well as a few that they should avoid:
Do: create a sense of urgency
When a shopper is hesitating to buy a car right away, a car salesperson will often let them know that the car is in high demand, and it might not be available if they come into the shop next week.
Other times, salespeople will offer a deal, but remind the consumer that the deal is good for that day only.
These reminders create a sense of urgency that pushes the consumer to act now so that they don’t miss out on a great deal.
This is a sales tactic that every business should implement into their marketing strategy.
Studies show that creating a sense of urgency through setting deadlines, showing scarcity, or indicating future price increases significantly boosts the likelihood that a consumer will make a purchase.
Including a countdown timer next to a sales price or a button showing that there is limited stock available for a particular item can give consumers the push they need to stop stalling and add a product to their shopping cart.
Don’t: be pushy
While creating a sense of urgency is a helpful sales tactic, continuously pushing a product to someone who is not interested is not.
Although most car salespeople know how to plant a seed and back off when a shopper is clearly not interested in buying a car that day, there are some car salespeople who don’t seem to take no for an answer.
This often leads to frustration, and it can turn people off to visiting that dealership again. Instead of feeling like a valued shopper, these consumers feel like they are just another number that can help someone reach their sales goals.
The same is true when it comes to selling other products and services. Consumers want to know that your business is trying to help meet their needs, not trying to reach a specific sales quota or goal.
If your business is sending multiple emails to your email subscriber list each day or your website has constant pop-ups advertising products, you might be doing more harm than good.
Do: offer straightforward pricing
Customers shouldn’t have to jump through hoops to find out how much they will have to pay for one of your products or services.
When it comes to pricing transparency, take a page out of the car salesperson’s book. When you sit down with these sales professionals, they will let you know exactly what you will pay. While you may end up doing some negotiation first, when you have a deal, you have a deal. You won’t have to worry about what your monthly payments might be or what all is included with your purchase.
If you own a business, offer your consumers the same courtesy. They should be able to clearly see your prices and any fees without having to go through any headache or hassle first.
Don’t: use bait and switch advertising
Have you ever shown up to a car dealership eager to check out a car listed at a desirable price, only to find that it’s unavailable when you arrive? Since you’ve already gone through the trouble of driving to the dealership, a car salesperson might suggest you check out a similar model instead…one that is priced significantly higher.
This tactic, known as the bait and switch, often leaves a sour taste in the mouth of shoppers, and it can make them choose to go to a different dealership where the pricing will be more straightforward and consistent.
While no one likes to have this experience, there are businesses that still use this tactic to try and sell their products. They might advertise great sales for a highly limited product so that consumers who visit their eCommerce site or store will be enticed to buy a similar, higher-priced product when the original is unavailable. They might show consumers an item with a low price tag only for the consumer to realize that after all of the hidden fees associated with the product, it’s actually far more expensive.
Although this tactic will certainly get people to visit the store, it is not an effective tool for making sales. This tactic makes businesses seem less trustworthy, and it can make consumers feel like they are being tricked.
This is a move that advertisers and marketers should avoid at all costs.
Do: build relationships
One of the most common traits that is used to describe car salespeople is charming. That’s because these professionals know the importance of connecting with customers and making them feel valued.
When you meet a car salesperson, they’re going to shake your hand, look you in the eye, and listen to what you have to say. If you leave without making a purchase and come back later that week, chances are your salesperson will have remembered your name and the type of car you are interested in buying. They know how to make shoppers feel special.
This is an effective sales strategy because people are more likely to make a purchase from someone who demonstrates that they care.
In today’s day and age, customer service is key. 90% of Americans use customer service as a factor to help determine whether or not they will do business with a company.
If your company is in the business of connecting with consumers, using personalization tools for emails and product recommendations, and offering good customer service, you will build brand loyalty and relationships that will keep customers returning to your business time and time again.
Don’t: use preconceived judgments
Car salespeople are highly skilled in the art of the customer persona. They know how to read people and how to make connections with shoppers regardless of their gender, race, and background.
However, when a car salesperson pulls out all of the stops and still isn’t able to get a sale, you might find them asking “What will it take to get you in a new car today?”
Rather than allowing their own thoughts and judgments about what they think a consumer might want to shape their interactions, car salespeople are willing to ask the shopper what they need.
A good salesperson knows that they should not use preconceived judgments about consumers to advertise and market their products and services. Instead, they should solicit feedback from their target audience and use analytics to help them make data-driven decisions for their marketing strategies.
You don’t have to be in the business of selling cars to learn from car salespeople. By looking at the tactics they use, you can learn some key do’s and don’ts that you can use to bolster your own marketing campaigns.