What’s the difference between an average sales consultant and a great sales consultant? It might be less than you’d think.
While we should continuously be ready to answer any of the questions our customers might ask, as well as have extensive knowledge of our products and services, great salespeople pay attention to the slight details that ultimately set them apart from their less-successful peers. Customers want to do business with someone they trust, and the easier we can make that for them, the smoother the process will be.
Some of these habits will sound basic — because they are — but they are also vital in making a good impression; in my experience and the experiences of my mentors, we’ve found that many sales professionals will benefit when paying more attention to the following activities:
Maintain Appearances — Your dealership probably has a dress code, but just doing the bare minimum to meet it isn’t enough. Is your appearance neat? Are your clothes cleaned and pressed? Are your shoes shined? If you’ve recently lost or gained weight, make sure your clothes are the right size for your current build. When customers invest their hard-earned money in your dealership, your actions and intentions must earn their trust.
Who Are You? — Even if you’re wearing a name tag or your desk has a nameplate, always introduce yourself to each guest, and be sure to ask for their name. Beside simple politeness, customers are more willing to ask questions when they know your name, and an unasked question might be the reason they didn’t buy from you. Every opportunity to personalize the interaction you’re having with the customer is an opening to make the experience a positive one for everyone involved. Our goal is win-win.
Stand Up Straight — Pay attention to your body language when you are working with customers (or anyone else, for that matter). Are you slouching when you stand or sit, or is your spine straight and your chest out? The majority of our communication isn’t what we say but is in how we say it. Non-verbal communication gives our guests information about how we really feel. Are we excited to be working with our company, selling our product and serving them, or are we there to take orders with one eye on the clock? Make sure your body language is sending the right message.
Speak Up (But Don’t Shout) — Not only is it frustrating to have to ask someone to repeat themselves, but it also derails your presentation and prevents you and the customer from getting into a flow. Don’t overcompensate and speak too loudly, and be aware of your tone. Say “yes,” rather than “yeah” and “no” rather than “nah.” When you cultivate a friendly, level tone and present yourself as a professional, you’ll be giving yourself and each guest the opportunity to reach an agreement.
Look Them in the Eye — With interpersonal communication, it’s important to look the customer in the eye when speaking to them. Not only does this convey a sense of honesty to them, but it is a way of capturing their attention as well as letting them know they have your full attention and that you are listening to them. Summarize your conversation from time to time when it feels natural to let them know you’re listening to their wants and needs. When you’re outside, don’t wear sunglasses; you’ll be cutting yourself off from this valuable element of the sales presentation. By maintaining a proper amount of eye contact, you’ll be able to communicate with them in a positive, memorable way.
When we live a Theory of 5 lifestyle, we are accountable to our mentors who will model the way we should behave with customers and what we need to do to look our best. We can also be co-mentors with our peers, role playing with each other the small actions that generate massive results. By paying attention to the little things we can serve our guests better, and they’ll be more likely to reward us with their business. Little things really do mean a lot!