The more quiet you are, the more power you have
Salespeople are trained to uncover a buyer’s needs, desires and weaknesses. The best salespeople can do all three at the same time by asking probing questions. And, while it’s important to communicate your priorities, there are facts and feelings best kept to yourself.
Limit your discussion to vehicle features, styling, performance and competition. Introducing feelings or too much personal information gives a sales professional unnecessary power. Avoid the following talking points:
1. “MY CAR JUST DIED”
What a salesperson hears: “I can’t leave the dealership without a new car. My trade is worthless. I can’t get to work tomorrow, my kids can’t get to soccer practice and I’ll do whatever I have to do to get back on the road.”
2. “I JUST WRECKED MY CAR”
What a salesperson hears: “I need something that’s incredibly safe. Three hundred airbags. All-wheel drive. Back up sensors, side sensors, instant emergency braking, hands-free Bluetooth, eleven-point child restraints…the works. Spare no expense.”
3. “I HAVE MY HEART SET ON A…”
What a salesperson hears: “I’m a pushover and at your mercy. I’ll put up a little fight when we sit down to negotiate a price but, ultimately, we both know I’m going to drive the car home as fast as I can get the paperwork done.”
4. “CONSUMER REPORTS SAYS…”
What a salesperson hears: “I’ve got bad information written by an underpaid freelance, egghead writer. If you get within $500 of the price CR says I should pay, I’ll be angry but I’ll take the deal and tell my friends I got what Consumer Reports said.”
5. “I ONLY HAVE X DOWN PAYMENT…”
What a salesperson hears: “I’m really, really worried that you’re not going to sell me a car. Please dangle a noose in front of me. Together, we can build a nice chair that, after a test drive, I’ll stand on and, when I tell you, you can push it out from under me.”
6. “MY CREDIT IS NOT SO GOOD…”
What a salesperson hears: “I’m not leaving here without a car. If you can get me approved, I’ll pay whatever interest rate the bank requires. I’m desperate. I’ve made bad decisions in the past and I’m about to make another one. “
7. “THE OTHER DEALER SAID…”
What a salesperson hears: “I’m already tired and frustrated. I’m going to leave here angry one way or another. I walked out of the other dealer but, at some point in the next twenty minutes I’ll give away $1000 just to get this whole process over with.”
8. “I NEED MY MONTHLY PAYMENT TO BE…”
What a salesperson hears: “I don’t care about the price of the car as long as the payment fits my monthly budget. You can overcharge me between $1500–2000. We both know I can live with a payment about $150 a month more than I wanted.”
9. “YOU’RE DEALERSHIP IS CLOSEST TO MY HOME…”
What a salesperson hears: “I’ll pay a premium for convenience. Also, I’m too lazy to drive an extra ten miles to get a great price. I can tell you’re a good person and would never overcharge me. I want the blue one.”
10. “THE PROBLEM WITH MY TRADE IN IS…”
What a salesperson hears: “I need to help you give me even less for my trade than you were going to offer in the first place. It’s clear you’ve never done this before, so I’ll help add $1000 to the cost of my deal.”
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