8 Ways to Help Buyers Feel Comfortable at Your Used Car Dealership

8 Ways to Help Buyers Feel Comfortable at Your Used Car Dealership+GetMyAuto

Before you can sell anyone a used car, you first have to earn their trust. Buyers need to feel comfortable at your dealership, and confidence engaging with your sales representatives. Given the common characterization of used car salesmen as shady and dishonest, this can be a bit of an uphill battle. With that said, there are a few things used car sales reps can do to earn the assurance and trust of buyers.

Here are eight recommendations from the used car sales experts at Get My Auto.

How Used Car Sales Reps Can Earn Confidence and Trust

  1. Get the name of each customer on the front end—and make sure you remember it! Before you start into a sales pitch, make sure you know who you’re talking to—and keep reinforcing that personal connection throughout your interaction.
  2. Do a lot of listening. Some sales reps chat a mile a minute, but that’s usually not a good way to earn trust. In fact, it’s really just a good way to reinforce that stereotype that used car sales reps are, well, “salesy.” Make sure you spend plenty of time listening to what your customer wants, and tailor your pitch accordingly.
  3. Show some patience. You want to make your sale as quickly as possible, yet you don’t want to come across like you’re rushing your buyer through a big decision. Always give them breathing room.
  4. Make sure you know your products. This one might seem like it goes without saying, yet you’d be amazed at how many used car sales reps can’t answer basic questions about the vehicles they’re selling. Be sure that you’re ready to address any specific inquiries or concerns your buyers bring up.
  5. Don’t lie. Or, to be more precise, don’t simply tell people what you think they want to hear. If you need 20 minutes to talk to someone in your finance department, tell your buyer it’s going to be about a 20-minute wait. Don’t tell them it’s going to be 10, then keep them waiting!
  6. Maintain a clean work area. Sooner or later, you’re likely to end up with the buyer sitting across from you at your desk. The last thing you want is to have a flurry of paperwork or a pile of fast food wrappers you need to hastily clear away. Be tidy and professional!
  7. Don’t say negative things about competing dealerships. Stay above the fray and focus on the benefits you can offer. That’s what customers care about, and it’s how you’re ultimately going to win them over—with value, not pettiness.
  8. Follow up. You may not close the sale on that first visit, but don’t give up. Instead, follow up! Stick with it until you get a definitive answer.

As a used car sales professional, it’s vital that you do anything and everything to make your dealership feel trustworthy—and that starts with conveying a strong sense of professionalism. Use these tips to guide you—and for more, reach out to the pros at Get My Auto!

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