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Automotive sales training guide to using humor for selling cars

May 27, 2008
A story about using humor

A friend of mine in the car business who was a salesperson was very good at what he does. He was a top salesperson who was good at all the steps to selling. From being good at the basics, following up, prospecting, closing etc. But what made him even better is he had a talent for making people laugh.

Here is what he used to do. Picture a jam packed showroom on a Saturday. My friend would get out of his cubicle wearing these silly black glasses, with the big nose and the moustache and come to the middle of the showroom and start this hilarious speech in front of everyone. He did have a talent for being a great public speaker. But a gimmick like this worked very well for him. So get creative and see what works for you. But the idea is to be humorous and not rude.

Now I'm not saying for you to turn into a stand up comedian like my friend, but all I'm saying is if you have a great sense of humor, use that to your advantage. In my experience selling, I have noticed that superstar salespeople in this business are ones that work smart, follow a plan and has a great sense of humor. All superstar salespeople are very likeable and they spend a lot of time, effort and money on educating themselves to get even better. But the ones that think there is no room for improvement, those are the ones that never grows. Learn to make a friend before you sell them something. Making a friend is the same thing as building rapport.

What to avoid when building rapport...

Don't you feel good about yourself when you can sell a car, make a friend and get a happy customer? Sure you do. And that all comes down to building rapport. But don't forget your objective. And that's to sell a car. Try NOT to get emotionally attached to the customer where you forget your job. There is a clear difference between getting emotionally involved with the customer and building rapport. Master the skill of building rapport without getting emotionally involved. You'll have a hard time closing the sale if sympathize on every situation the customer has.

Think about this; if you're emotionally involved, how will you present your deals to your managers? All you'll end up doing is sympathizing for your customer. If you approach the sale this way it will weigh your judgment and affect your selling ability.

Empathizing with the customer is the way to go. Everyone of your customer is buying a very expensive product when they buy a car. So yes it is good to understand their feelings. If you understand them then it will become easy for you to gain their trust. But don't loose track of the sale by sympathizing. Rather empathize, make a friend and sell the vehicle properly.
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