Having trouble overcoming barriers with prospects? Car sales objections are part of the job! Use these tips to give a foolproof response and close more deals.
It’s Tuesday morning at the dealership. Foot traffic is slow, so you send out follow-up emails and make some phone calls, until you spot someone on the lot. He’s walking around the cars and trucks, casually checking out the inventory.
You stroll over and introduce yourself. You get some info and walk him through a few presentations. After about an hour, you find the right car. Everything looks great, and then it happens:
He says, “I need to think about it and get back to you.”
When it comes to car sales, objections have a way of crippling deals. They come in all shapes and sizes, and at different points of the sale.
Car buyers use these defenses because they’re afraid of making a decision (or being screwed over). Another reason is that they simply because the don’t feel good about it, and may need more information.
Luckily, these car sales objections aren’t invincible. If you nail down a process for responding well, you’ll have a greater chance of closing the deal.
How to overcome car sales objections: a 6-step process to close your next customer
- Acknowledge the objection in a positive manner
Your first reaction to an objection is a crucial moment. Poise and body language speak many words. Get comfortable with these situations—they happen all the time.
After you’ve walked the customer through several vehicles and spent time nurturing the sale, these objections can be frustrating. Don’t let your emotions get the best of you; respond with positivity.
- Mentally prepare yourself. They happen often, so treat them as a step in your sales process.
- Repeat back to the customer their objection, but add a positive spin. For example: “It’s great you want to take time to think about it, Jim. That shows your serious about buying a car.”
- Always keep a smile and react with good composure.
- Bring yourself to their level
Empathy is a big part of salesmanship. Acknowledge that you understand where the customer is coming from. If you bring yourself to their level, you can gain their trust.
What is one surefire way to connect with a prospect on a deeper level? Tell them a story.
It doesn’t have to be lengthy or complicated. You want to illustrate that many customers have issues when considering a vehicle purchase. Let the customer know that he is not alone—his objection is normal and warranted.
- Reveal the underlying issue
Use your story as a segway to discuss the underlying issue. In car sales, objections are usually a soft way of expressing a deeper problem. Pricing is the top culprit. Identify these issues upfront, using your story as means to open up the conversation.
“You know, Jim, I’ve noticed that customers usually have one of three major concerns when buying a vehicle. It might be the asking price; it may be the level of confidence in the salesperson; or even the reputation of the dealership. I want to make sure I’m giving you the best service and experience. What’s keeping you from making a decision?”
- Don’t ask, “What’s the problem?” Ease into the underlying issue.
- Use open-ended questions. Get the customer talking about his hang ups.
- Listen for the pain points—he’s telling you how to sell the car to him.
- Get the customer to agree with you
Once you’ve shone a light on the underlying issue, start to rebuild confidence with your prospect. Ask them questions that will lead to “yes” answers. They don’t need to be difficult. Just a few simple questions to break their objections into smaller parts. You want to bring them back into “yes mode.” A few agreeable statements will prime them for continuing the sale.
A few examples:
- “Jim, pricing is a very common concern. Don’t you want to receive the best deal possible?”
- “If I could give you a great price today, would it catch your interest?”
- “Wouldn’t you love to drive off this lot with a new car, at a great price, and feel amazing about it?”
Pro tip: always nod your head while asking a “yes” questions. Body language reinforces the desired response.
While Your Sales Team Is Handling Objections, Who Is Marketing to Existing Customers?
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- Provide a solution and continue the sale
Once you have the customer back on the wagon, provide the solution he’s looking for. Lay down a strong trial question, referring to the central issue he’s revealed to you.
“Jim, thank you for sharing your concerns. Let me ask you this: if I could get this car to fit your budget, without having to extend payments or ask for a hefty down payment, would you consider discussing options?”
- Ask the question in such a way that it’s difficult to say, “No.” Make an irresistible offer.
- Always refer back to the main issue and provide a direct solution.
- Focus on continuing the sales process, not “asking for the sale.” Overcome the objection first.
- The bonus step: call for back up
Let’s be clear about one thing: not everyone is going to buy a car from you. Sometimes, customers will not consider a purchase until they’ve taken the time to think about it. When it comes down to the wire, don’t be afraid to ask for help. Using a solid automotive CRM software can help you stay on track with all the leads you need to follow up with.
Your sales managers are there to assist you. Excuse yourself from the conversation for a minute and explain the situation. It’s possible that your manager can offer a new deal or, at the very least, set an appointment to follow-up.
Car sales objections are part of the job—prepare yourself to overcome them
Let’s face it: customers don’t shop for vehicles like they’re shopping for clothes. It’s a big purchase. This causes anxiety, fear, and, inevitably, objections. It’s part of the game, so learn how to play. If you go through several presentations and hear, “I need to think about it,” don’t take it personally. Spin the issue positively and gain confidence with your customer again. If they fall, pick them back up.