My ... was a man of few words. (I am not much like him in that ... When he did speak everyone ... He would speak his mind and it was usually words of infinite wisdom. He was a farm
My Grandfather was a man of few words. (I am not much like him in that respect.) When he did speak everyone listened. He would speak his mind and it was usually words of infinite wisdom. He was a farmer in the Ozarks of Missouri and I guess he got that way due to all the time he spent alone in his fields. I remember as a little boy, a conversation he had with my Grandmother. My Grandmother asked my Grandfather why he told her only once in all their 45 years of marriage that he loved her. My Grandfather’s reply was very simple. “I told you I loved you once and that was good enough. It’s when I tell you I don’t love you is when you have to start worrying.”
As time has past in my 8 years in Internet sales, I have often thought of this conversation. The average ISM will attempt to contact the customer after a request maybe only once whether by phone or email. The customer is often left wondering if the dealership really cares if they buy from them or not. They may have gotten your message that you called, but lack of follow up will leave them wondering after that. Looking from my Grandmother’s point of view, she went all those years knowing my Grandfather loved her because he showed her with actions. But she still had that need to hear it.
Our internet customers often feel this same need. They want to feel special about their request because they made the first step in commitment to purchase. Do not confuse this as any other sign. How we conduct that first contact is so crucial it will affect not only whether we will get them into our dealerships, but also whether we will deliver them a vehicle. Too often our first contact with them is spent dryly giving them either very little information or just spitting out a price. The lack of personal attention to them and what they feel is really important will make or break the Internet effort. Remember, Internet sales have nothing to do with price or buying a car, it has to do with relationships.
The more personal information you are able to gather during that first contact will enable you to have greater insight into their needs and wants. Spend time with them on the phone as if you have been friends for years. It will ease the tension of buying a car and enable you to better serve their needs. This will build trust that cannot be accomplished anywhere else in the sales process. This is a major difference from the conventional customer.
Show them a reason why their personal needs will be fulfilled up front and you have won the battle. You can show them, as my Grandfather did, that you care for their needs after they come in. But you only get one shot at telling them upfront their needs are important. They will sense it and willingly accept showing them you care after their arrival at the dealership.
The psychology of the Internet buyer is much different than the conventional customer. Utilization of this psychology must happen if we are to be successful. Yesterday they were the conventional customers, attempting to negotiate as their Fathers did. Once they hit the Internet, they feel protected and secure. You must step into this security and keep them feeling safe.
Internet customers have a greater need for security and acceptance. If you keep this in mind, you will always fare better. You will succeed where others will fail, regardless of the price that is quoted. Only after trust is established and developed, do you proceed. Your most valuable assets are time and your ability to sell yourself as someone with creditability and sincerity. These are the attributes the Internet customer is seeking from you. You must back up what you say to the customer later in the process, but if you cannot establish trust in the first contact, it won’t matter.
You can call it corny or attempt to brush it off, but the plain truth is that Internet customers are a lot like my Grandmother. It was always more important that she felt loved than to hear it. That is why she stayed with my Grandfather for so many years without hearing those words. She felt safe and secure.
I miss my Grandfather even today. He told me he loved me once.
Dennis Rushing is the President of Dealer Cat, an automotive Internet training and consulting company that is based upon his patented proactive selling systems. Contact him at drushing@dealercat.com or visit www.dealercat.com for more information.
