How to Increase Your Sales Even When You're an Experienced Salesperson - Bronwyn Ritchie

I’m in the market for a new car. I want a small SUV in the Honda CR-V / Toyota RAV-4 class. I’ll use this car primarily for commuting and weekend errand running. Since I don’t see gas prices declining, I want a four cylinder with good gas mileage. Because I drive a car until it has 100,000 miles on it, I want it fully loaded with nearly every option available. I want something with cargo capacity so I’m looking at the small SUVs.

Yesterday I test drove an SUV in that class made by one of the smaller automakers. I walked in and said I wanted to look at their SUV. The salesman, about my own age (mid-okay-late 50s) was experienced.

Where He Failed

His first question: Do you know anything about the (Brand) experience? When I replied,”No,” he opened the hood and proceeded to discuss all the features and benefits of owning that vehicle and how it differs from the competition.

As I mentioned, this gentleman is an experienced salesman with years of experience. Yet, he made no attempt to identify my needs or why I was interested in that car.

Instead, he focused on the product, not my needs.