|How do you sell more cars at Buy Here Pay Here dealerships? I understand there is a huge difference between retail and Buy Here Pay Here. You are selling programs, not vehicles. Don’t get the two messed up. It happens though doesn’t it? You see a new car salesperson work at a Buy Here Pay Here dealership and they struggle. Why, because they are selling cars, not programs. I thought I would share with you some of my best tips when it comes to sales at Buy Here Pay Here dealerships. I know it works since one of my clients is the largest Buy Here Pay Here organization in United States.|
Remember one thing. There is a perfect recipe for success; it’s like your momma’s favorite meal, no matter how many times she makes it, it’s always the same, isn’t it? You wouldn’t mess with Momma’s recipe would you? However, most of us do mess with it. We add what we think it needs, and then Momma tastes it and asks what happened. I know, I am Italian and my mom makes the best spaghetti sauce. I am always adding things like Tabasco, a little Vino, maybe some peppers, and pretty soon, it taste like hot sauce. Oops. OK, don’t mess with success. Get the hint now?
Let’s look at the steps to the sale with a BHPH customer.
Did you see how I got the customer to say yes to me, you just said yes didn’t you? See it works doesn’t it? Gotcha didn’t I?
Now, I have wrote out the basic steps on how to sell to a BHPH customer. You might have a different process, but at least you can see, the process I have is easy to follow and is hard to get lost on. Are the steps flexible? Some are; most aren’t. I know for sure the first impression, greeting, building rapport and investigating steps aren’t.
You must remember there are two selling processes. The first process is that the customer must buy you. When they buy you, you sell them, and it’s a buy-sell agreement. Does that make sense? Most salespeople’s problems are that they want to sell before the customer buys them. That is when your customer smells your commission breath. At that point, I bet it stinks. If your sales stink, then this might be the reason why, missed steps equals missed sales.
I have often heard that shortcuts are pay cuts. Can you miss steps and make sales? YEP. Should you? NO. Stick to the script and you won’t slip. If you are struggling in sales, it normally comes down to a few things: your heart isn’t in it, you have a lousy attitude or you are skipping steps. Every good manager will always tell you to go back to the basics. Duh. Isn’t that Mom’s favorite recipe? Don’t mess with what works, or you will be a mess.
Now, go do the right thing,
Vol 3, Issue 10
F&I pro urges dealers to let your competitors beat up, wear down, and abandon customers while you deliver a buying experience that drives loyalty with a focus on communication, accountability, and teamwork.