Dealership happy customers

5 Tips From Shark Tank’s Robert Herjavec To Improve Sales At Your Dealership

Robert Herjavec

When a person comes to your dealership, they’re in the market for a car. Whether they make a purchase is an entirely different story. As a result, you may find selling your inventory takes a lot longer than it should. 

According to Shark Tank’s Robert Herjavec, selling can be “easier than most people think.” Whether you’re a seasoned dealer or are in your first year, there’s always room for improvement. 

Here are 5 tips straight from the entrepreneur himself on how you can improve sales at your dealership: 

  1. You’re not just selling a car. You’re selling yourself: If a customer shows up and doesn’t like you, they aren’t going to want to do business with you. Dealers are notorious for being overly pushing, trying to sell anything on four wheels. Be the dealer you would want to buy a car from, and you’ll be more effective in building that trust with your customers. 
  2. Listen: The highest-performing salespeople in any business listen just as much as they speak, if not more. Customers can tell when someone is genuinely interested in what they have to say, versus someone who’s just nodding their head and eager for the commission they’d make off the sale. The more you actively listen to their wants and needs, the quicker you can help them find a car and have a faster deal. 
  3. Know your customers: It’s essential to know every customer has their own wants and needs, including sticking to their set budget. Dealers often make the mistake of trying to sell the car that’s out of someone’s price range, and as a result, end up without a sale. Be realistic and fulfill your client’s needs by helping them find a car that sticks to their budget. You’ll both be more satisfied in the end.
  4. Discover what’s important to them: Part of knowing your customers is discovering what’s important to them when making their car purchase. What will the car be used for? What features of a vehicle are important to them? This shows you’re paying attention and want to help meet those needs. The more you understand their needs, the better you will be able to promote a vehicle that can meet them. 
  5. Keep it simple: Less is more when it comes to selling cars since you don’t want to overwhelm them with information to sound knowledgeable. According to Robert, “the mark of true knowledge in anything is how well you can explain to the average person.” Focus on the key points, listen, and guide how your customers will feel. Once you do that, you’ll have no problem improving sales at your dealership. 

While 2020 is the start of a new decade, automotive pundits were predicting another decline in auto sales even before the strong economy faltered. It can never hurt to get into the habit of huddling up with your sales team and reviewing sales tips from expert salespeople, like Robert Herjavec.

Handshake over car keys

5 Tweaks To Your Used Car Sales Pitch To Try Today

As a used car salesperson, you have an even greater responsibility than dealers who are selling factory-new vehicles with full warranties. You have to entice buyers to purchase a car that had an unknown past life before ending up on your dealership lot. 

No matter how much (or little) experience you may have selling cars, there are a few universal techniques that can make you be the best-used car salesperson at your dealership. After all, the sale is only part of the equation. Creating an enjoyable and memorable customer experience is something entirely different, which is what you want to achieve. 

Below are five compelling ways you can be the best used car salesperson: 

  • Treat customers equally: There are two significant examples when it comes to treating your customers equally. The first is when a couple is coming in to purchase a car. Don’t alienate one customer, just because the other appears to be the one with money or the decision-maker. Ask them questions to get to know them on a real level.

    Another example is when it comes to the vehicle(s) they are looking at. Each customer has their wants and needs in a car, and it’s your job to help fulfill those needs. Don’t give any special attention to the customer who is interested in the big-ticket vehicle if you don’t provide that same service to someone looking at a more humble purchase. 
  • Remember names: Simply put, remembering a customer’s name creates a more personal car buying process rather than a transaction. Whether you have to write down their name or recite it to yourself a few times, remembering names is a prominent attribute of a successful salesperson. It also shows the customer that you were listening and weren’t just reciting a line when they walked inside. 
  • Ask questions: 60% of customers are unsure of what car to buy, which is why asking questions is a critical part of the car buying process. Find out who would be driving the car, what it would be used for, what are the must-haves for the car, and what are the dealbreakers. Make sure you know your inventory. Otherwise, you won’t be able to assist customers in choosing their next vehicle adequately. Based on their answers, it’ll allow you to cross-sell or upsell on a car they never thought of but ends up being what they need. 
  • Don’t bash other dealerships: Although it’s tempting to want to talk negatively about your competition, it’s better to listen and explain how you’re different. What are exclusive warranties or deals available only at your dealership? Where do you acquire your inventory? By focusing on the unique benefits that your dealership offers, it eliminates any negative impressions you might leave on your potential buyers. Bashing a competitor can backfire, making your confidence in your own dealership seem diminished in the eyes of your customers.
  • Follow up with your customers: A lot of dealers make a mistake thinking as soon as a customer drives off the lot in their new car, they don’t need to follow up with them. One short call a week or so after the purchase to see how a customer likes their new car shows customer appreciation beyond the sale. This can also be achieved in a thank-you note sent via email, with a little blurb asking them to keep you in mind for any future purchases or referrals. 

    Be sure to also follow up with your customers who weren’t quite ready to make a purchase. Get their contact information and let them know you’ll be following up with them. Perhaps find out what their preferred method of communication is, so you know the best way to get ahold of them. A great opportunity to reach out is when you have new inventory that matches what they were looking for. Now your call is thoughtful and informative, not just a follow-up to see if they’re still in the market. Don’t be pushy when you do call them. Offer to answer any questions they might have so they know you’re here to assist them in finding their new car, not just someone making a commission off their sale.

Whether you try one or all of these methods for your used car sales pitch, they are guaranteed to help you improve your interaction with customers to be on a deeper level and increase dealership sales.