Pub. 8 2018 Issue 2

12 AUTOMOBILE DEALER NEWS ILLINOIS www.illinoisdealers.com L et’s all agree that our goal is to sell more vehicles! Creating the ultimate buying experience with our guest will provide us with many benefits. First the buyer will buy quicker from us, they will pay more for the vehicle, they become loyal to us and they will refer other buyers to us. So what is the true secret in creating the ultimate buying experience? You have to start with your guest in mind. What does the buyer want when they come to your store? They want their questions answered. It sounds simple enough, let’s just answer the ques- tions and sell a vehicle! This is where the disconnection happens between the buyer and the sales professional. What is missing? The buyer’s trust factor. The buyer doesn’t automatically trust the sales professional because they know sales people just want to sell a car. The buyer wants what is beneficial to them, and oh by the way, they can make their own decisions. Remember, the average buyer has been on the internet for 19 hours researching the vehicle before they even step foot in the dealership. When they come to the dealership they have one goal in mind, to get all of their questions answered so they can buy. What they need is an expert, a trusted advisor that can help them answer all of their questions to help make their buying decision. Your trustedadvisor role is the cornerstone tocreating theultimate buying experience for your guest. Remember, to focus on what’s in it for them! There are seven areas within the buying process you can create your trusted advisor status. 1. Meet andGreet. Generating excitement and differentiating your dealership from all of your competition is your initial goal.   This is your first chance to set the stage for the “Why to Buy” from your dealership and you! 2. NeedsAnalysis: Whether you’re sittingdownwithaguest or doing one on the “fly”, it’s important to ask 3KeyQuestions Becoming a Trusted Advisor BY MARK EKHOFF, VP, BUSINESS DEVELOPMENT, AUTOMOTIVE DEVELOPMENT GROUP