Sales scripts work. Plain and simple. And they are especially effective in automobile sales.
Strange as it may be, salespeople in general have pretty bad press. Add automobile salespeople in the mix, then you have probably got one of the worst preconceived notions of a salesperson that you ever could have.
That is because the stereotype of an automobile salesman is a fast talking, high pressure person, out to make a quick buck, and probably selling something dodgy in the process.
In the car sales arena, how to use scripts receive little training. Objective studies that have been carried out into a salesperson`s patter, regardless of the industry, reveals a more easygoing, genuinely helpful approach wins more sales than the high pressure approach.
So using quality scripts, no matter what niche of the market you are in, could well help increase your sales.
Consider this, naturally gifted automobile salespeople are rare. The ones who do have the natural talent for sales, tend to be fast talkers who rely on their confident delivery to rush people headlong into a decision.
But making a sale does not have to be done this way. As the study suggests, a consultative approach is proven to yield better results.
Because this new consultation approach is unfamiliar to most sales hardened automobile salespeople, scripts help guide the interaction and steady the pace.
Scripts work for automobile sales people in the same way that film scripts work for actors.
They are used to maintain excitement, energy, and enthusiasm in the dialogue. More importantly, they guide the actors throughout the production. Similarly, scripts guide the sales professional maintaining the focus on the prospect and vehicle.
More good news about sales word tracks is that they generally consist of lines that have been tested and re-tested in a live environment. They are tested not only for their effectiveness but appeal to the prospect. Only the most productive lines are recommended. That benefits the prospect as well as the car salesperson.
Not A New Idea
Sales scripting is not a new idea. It was first researched back in 1938 when Elmer Wheeler researched over 105,000 words and phrases over a 10 year period.
He published his findings in the book Tested Sentences That Sell. He concluded that "There are no magic words that sell, but there is word magic." Wheeler advocated that using tested "word magic" can significantly increase sales.
The background to using scripts is actually scientifically based and uses NLP, Neuro Linguistic Programming. But do not get the idea that it is some sort of underhand brainwashing. It is simply the science of studying words or phrases that are easily received and understood and that tend to make people more relaxed, open, and receptive. No brainwashing. Just good prospect focused consultation.
'Who Is The Lucky One' - It Works!
Word tracks for automobile salespeople are becoming more widely used across a larger cross-section of sales markets, and some leading automobile dealerships are beginning to look at the benefits of employing this sales methodology.
In the past, automobile salespeople have been accused of being over aggressive. For example, as soon as you arrive at the store you often get a sales person tagging onto you very quickly, asking you what it is you are looking for.
This can immediately put a prospect on the defensive. The prospect feels under pressure and usually responds with something like "Just browsing", or might even leave.
Whereas it is nice to be recognized when you do arrive, you do not want to feel that you are being pushed into anything. This is exactly where well honed scripts can really help change how an automobile salesperson interacts with a prospect.
A good example of a scripted opening, and my favorite from Joe Verde, is "Who is the lucky one for the new vehicle, you or somebody else?"
This sort of opening makes for an easy introduction, does not exert any pressure, and allows the prospect to easily answer. This scripted phrase has statistically proved to be a winning opening for me.
In summary, the methodology of using sales scripts involves selecting statistically proven winners and involving the sales staff in implementing them.
Sales scripting can dramatically increase sales, no matter what the industry. With automobile sales suffering, good sales scripting could really turn your business around. Simply put, sales scripting works.
Remember: Nothing happens until someone sells something.
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