Savvy sales professionals always listen for and benefit from candid clues about motorists' perceived value of potential purchases.
It doesn't matter if a motorist is searching for tires, maintenance, repairs or possibly a combination of these items.
What matters is this: The quicker salespeople decipher a prospect's view of value, the sooner they can tailor their sales approach to that particular person.
The more effectively someone addresses a car owner's needs and/or misperceptions, the more likely they are to close a sale and close it quickly.
Newer sales prospects may be similar to — sometimes the same as — those who patronized your tire dealership or service shop in the past.
But if field experience has taught me anything, it's that the next prospect may be very different from the last one.
I have watched service salespeople struggle to establish a rapport with potential customers because they lazily treat all motorists the same way. However, all prospects just are not the same.
Equally distressing are salespeople who talk much more than they listen. The more you listen, the more likely you are to hear a prospect's concerns and objections.
Some sales personnel sound as if they have been coached to overwhelm each new prospect with a heavy barrage of features, advantages and benefits.
Although this information may be accurate and impressive, it may not be persuasive because it does not answer a potential customer's questions about costly investments in their vehicles.
Likewise, impulsively slinging cheap prices at motorists does not necessarily address doubts about potential purchases at your tire dealership or service shop.
Skilled sales professionals are attentive listeners; listening gathers insights into each prospect's opinions — especially their perceptions of value.
The following example involved a shop owner who did not get a customer's outlook on value. He needlessly low-balled a job that fixed a vehicle the first time and saved its owner a great deal of money.