Greet... A successful greeting must meet two objectives:
1) To represent the professional image of your business;
2) To put the customer on a personal level immediately and make him/her feel comfortable;
Smile, shake hands, introduce yourself, pause and let customers introduce themselves if they're so inclined. Then ask, ``How may I assist you?''
The key to professional selling is to:
1) Examine the customer's needs;
2) Fill those needs to the best of your ability; and
3) Make a profit for yourself.
The only two possible ways of determining the customer's needs are to go out and look at the car, then ask open-ended questions.
When you go outside and look at the car you will learn a lot about the car. Seek to determine:
If the car is kept immaculately clean or dirty and sloppy (indicative of the owner's level of pride);
If the front tires are worn on the edges (hard cornering, aggressive driver);
The type of tires on the car now (for the open-ended questions that will follow);
What size the tires are (Don't ask the customer; look for yourself.);
If there is evidence that the car needs other types of service;
Whether the wheels are properly aligned; and
Whether you can offer a nominal trade-in on any of the old tires.
Now, ask open-ended questions (those requiring the customer to get involved in the qualifying process). Seek to determine:
Who drives the car: the husband, wife, teenager, grandma?
What their style of driving is: aggressive, docile, fast, slow?
Where they drive the car: all city driving? highway? gravel roads? mixed?
What customers like or dislike about the tires currently on the car;
What speed rating those tires carry; and
How long they plan on keeping the car.
Don't ask price questions. Concentrate on finding the right product to fill their needs.
Determine what tire will fill the customers' needs and then lead them to it by saying: ``Based on that information, I would recommend. . . .''
Now show them how the features and benefits of the tire you're recommending fit what they told you is important to them. When asked for the price, give the customer a total price including mounting, computer balancing, valve stems, road hazard, trade-in (if any) and all taxes and fees.
Ask for the order: You have invested time and expertise in making this sale, so ask for it using words such as:
``We have those in stock. May I have your keys?;
``Would you like to wait while we put them on, or do you need a ride somewhere?
``Is tomorrow convenient, say 3 o'clock? or
``Your tires will be in on Wednesday. Shall we pick up the car then?''
If the customer has an objection, you will hear it now. Remember: An objection is simply a request for more information or service. Answer the customer's objection and close again.
This is one of the most important-yet ignored-points of the sales process. Make sure that before customers leave your place of business, you have reassured them that they made the right buying decision:
They purchased from you-a dependable businessman;
They received the best possible product for their needs;
They got a good deal; and
You really stand behind what you sell.
Finally, put their sales receipt in a document holder, along with the warranty and your business card. Then give customers a couple of your business cards and ask them to tell their friends about you.