In this video, Dwayne Wiggins explains how learning why a customer is purchasing a certain vehicle can help in the long run. For all of you sales professionals out there, find the “why”. Customers come to your lot now and they tell you what they want. They might even have a particular unit that they’ve landed on in your inventory and they might come up with the stock number and say, “I want to see this car.” But if that happens, well all that tells you is what the customer wants to look at. If you want to be an effective consultant, you need to know why they chose that one.
So, you need to know why things are happening, why are they buying a car today, why did they choose that one? Because of all the selection of your inventory, there’s a particular reason why they chose it. Is it the equipment and the way that the car is packaged, or maybe it is the color, or have they already done some research on the pricing? Know why somebody is doing something is hugely important because the why helps you in situations where you may have to switch vehicles, also it helps you understand why they might want to spend more money if they haven’t figured out their budget because the reasons they chose those cars are the reasons we can suggest alternatives.
So, remember don’t just know what a customer wants, but know why they want it. And knowing why can help you be a more effective consultant. That’s your tip of the week.
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