Objection handling is among the most essential skills any auto sales vertical should possess. Customers will have one or two questions regardless of the level at which the sales agent might be performing. Such Hesitating does not stop the transaction, wins it instead – builds relation with the client, removes doubts, and helps him make the right choice.
In this article, you will learn some tested and effective techniques for using objections in auto sales while maintaining the quality and professional effortlessly customer-oriented approach.
Before going into the methods, let us finish with the reasons why customers have objections. The common reasons are:
Cost issues: ‘Really, is this automobile worth the amount of money?’
The desire for certain features: ‘Am I getting everything I want?’
Lack of assurance: ‘Do I need to hold on to something else?’
Most objections arise from poor information, doubts, or asking for confirmation. It’s your responsibility to deal with these concerns in an appropriate and confident manner.
The first step to handling any objection is to listen. Don’t interrupt or jump to conclusions. Let the customer express their concerns fully, and show genuine interest in understanding their point of view.
Pro Tip: Trust is earned by listening. Validation of feelings can be done with statements such as, “I understand where you are coming from.”
Occasionally, there are concerns raised by a customer that do not appear explicit or are associated with an underlying cause. Ask more questions in order to find the source of their hesitation.
For example: If they say “I am not certain about the price,” you can ask ‘aren’t you comfortable with the amount or does the monthly payment seem unreasonable?’ This enables you to draft their answer more effectively.
When customers are asked whether the auto is worth its price, the more appropriate strategy is to talk about the value offered by the auto. Make sure to provide those benefits that they are looking for such as safety, fuel economy, warranty, and so on.
For instance: “Insurance costs associated with this model may drop considerably due to features offered in the model making it a sound long-term investment.”
Price is often the most common objection. Upon which, instead of slashing the prices down straight away, I will tell the customer the worth of the auto. If needed, discuss financing options to make the purchase more affordable.
Pro Tip: Do not dare sound defensive. Put the price as the worth of the quality and reliability of the auto.
This is an old method that involves reassuring the customers of their fears and providing a solution to them.
For example:
“I understand how you feel about the monthly payment.”
“Many of our customers felt the same way at first.”
“But they found that with our financing options, it was easier to manage than expected.”
If a customer hesitates over missing features, offer alternatives or highlight the strengths of the auto they’re considering.
Example: “This particular model does not come with a navigation device, but you can use your smartphone to navigate instead.”
There are clients who hesitate because they are confused or hesitant to make the decision. Assist the potential customer by recapping their concerns and how the automobile fulfills their requirements.
Example: “You said that safety and fuel economy are your first and second priorities. This unit has a five-star rating in safety and offers great mileage. Are you satisfied with these?”
Clients may remark on this point. ‘I’d like to think about it’, or ‘I am not ready yet.’ These clients can be understood, but slight pushing is encouraged.
Example: “I hear you completely. However, allow me to explain why this period may be the most appropriate for the offers that are available now are few, and this type of model has a huge demand.”
Common Mistakes to Avoid
Besides that, here are the most common mistakes to prevent while dealing with objection handling:
Don’t be too aggressive: Customers will use this kind of tactic to avoid purchasing anything.
No addressing concerns: Try to address every concern that the customer has to show that you care and understand.
Too much info: Stick to the point and keep your answers as brief and focused as possible.
Practice Makes Perfect
Managing objections is also a skill that comes with practice. It’s very important to role-play with the team, learn the common customer objections, and improve the strategy. The more prepared you are, the more confident you’ll feel in real-world scenarios.
In auto sales, objections are commonplace and often present an avenue to build connections. You do this by hearing the client out, feeling their pain, and offering solutions, and with this, you overcome and even sell better. A sure way of dealing with clients guarantees them consistent service.
Common objections include the issue of the price, available financing, the characteristics of the vehicle, and so forth.
Provide value for the vehicle that takes into account its features and benefits, as well as future costs incurred, and defend the price.
Use open-ended questions to extract their reasons for reluctance and offer solutions to the problems they raise.
Be empathetic, be an active listener, and provide an honest resolution to the issue in question.
Stay knowledgeable regarding the products, financing solutions, and competitors so as to deal with the issues without fail.
